This post is the first in a series that I will write about the visual components of a website that works. At Hughes & Co. we believe that your company deserves a website that works as hard as you do, and while the content side is handily covered by our communications experts, it is my job to tell you how the visual elements can be the complimentary element that equals success.
Designing an effective Call To Action, or CTA as we'll refer to it in this blog, is one of the most important parts of capturing potential consumers for your product or service. A CTA is a graphic image (occasionally text) that entices the visitor to your website to actively "do something". An example of this would be an action-based button, telling visitors to "sign up for free by clicking here". It is concise and to the point, but also entices the potential consumer to actively participate in what you're trying to sell them.
First of all, the offer should be stated clearly. You want to visitor to understand immediately what they are getting, and how they're going to get it. As I stated before, a CTA should be based on an action, such as "sign up for free", or "click here to download your free ebook". Your goal is to get as many people to click this as possible, so make them want to participate. CTAs should be aesthetically pleasing, but not overpowering. You don't want to take away from your website and make a giant CTA. Keep them small, and make them compliment the site - they look GREAT in sidebars. Make sure you place them above the fold, as well. You want the visitor to see this right away without having to scroll.
You should have a variety of CTAs to appeal to different consumers. While a visitor who is just learning about your site might be okay with a simple ebook download, a more serious visitor, who is already familiar with your services and company may be more enticed by a "free trial offer" or something of that nature. I suggest a minimum of 2 CTAs, and a maximum of 6. You don't want to have too many offers going at once.
Placement of CTAs is also important. Aside from being above the fold, it is important to place the CTA images within blog posts, and on the side bars of your "services" or "about" page on the website. Don't make them the focal point, again, you want them to compliment the website.
Ready to build a site that will lead to great conversion numbers and house the beautiful CTA's? Our talent design team is ready to deliver a one-of-a-kind website to turn your website visitors into promising leads. Connect with our director of sales today to learn more about the services we can offer or check out our portfolio page to see the amazing work we have done in the past.