It may seem like a simple element of your overall website design and development, but it shouldn’t be overlooked. One of the most basic design elements can also be the difference maker between a consumer doing business with you versus closing out of your website for a competitor’s site. It impacts business growth, and if you’re not properly using it you could be missing out of potential sales. I’m talking about your online call-to-action button. By effectively implementing a call-to-action button on your website (or in your e-mail marketing design), you greatly increase your chances of converting leads into sales.

In short, a call-to-action button is a summary of what you’re trying to achieve with your site: What’s your end goal? What are you trying to convince users to do? And you have a limited amount of space to grab attention and entice users to click. So here are a few suggestions for improving the effectiveness of your call-to-action button.

Size

Consider the size of your call-to-action button. It should be the focal point of your web page, so be a little ambitious with size. Every component of the page’s design should flow toward it, tying together the elements of your site. To achieve this, try making the button 20 percent larger than the logo on your site. Furthermore, it should be larger than the surrounding items on the featured page. After all, your call to action should have prominence because it represents what you’re trying to achieve online.

Placement

Second to the size factor, placement of your call-to-action button is most important for generating higher landing page conversions. Place your button at, or near, the top of your interactive design, so it’s the first element that users see. If the top of your website is “busy,” try overlapping the existing elements with the button, only place the button on a different plane so it “jumps” off the page/stands out. You can also implement the call to action prominently at the center of your landing page so it becomes a focal point of attention. Whatever you do, make your button easy to find, and avoid placing it near the bottom of the page where users have to scroll to find it. For even better conversion rates, incorporate the button on every landing page throughout your overall website so users are constantly reminded. This also develops user friendliness because consumers can access the button everywhere.

White Space

The proper use of white space, or dead space, can help your call to action stand out, distinguishing it from surrounding elements. For example, a call to action embedded within a body paragraph does not get the attention it needs to convert sales. If a user cannot easily separate the call to action from the copy by scanning the page, chances are your conversions will struggle. Placing the call to action in a button immediately below the copy helps distinguish it from the rest. At the same time, be careful not to use too much white space so readers can associate the text above with the button below. In other words, do not let your button wander across the page too far from the corresponding copy. By tightening up the amount of white space between copy and call to action, readers won’t be disconnected and can see what correlates to what.

Color

This point is quite obvious, but it deserves mention. Use button colors that highly contrast the surrounding elements and/or website background, as this ensures users notice your call to action. For example, consider a blue button on a white background.

Secondary Call to Action

Secondary calls to action may be necessary in some cases. For example, a secondary button can help convince readers to click the first button. If your initial button is, “SIGN UP,” then a second button placed near it can read, “LEARN MORE,” “TAKE A FREE TOUR” or “VIEW A DEMO.” By clicking the second button, your visitors can learn more before committing. If you decide to go this route, consider using two different button colors to indicate two unique routes and destinations. If your first call to action is, “PURCHASE NOW,” and the second call-to-action button reads, “DOWNLOAD FREE TRIAL,” make the first button more prominent by using higher color contrasts that draw attention to your desired/preferred goal.

Create Urgency

You have much to say in the limited amount of space allotted in call-to-action buttons, so be concise and use convincing words that will sway your readers. Also, focus on creating a sense of urgency through verbiage such as “LIMITED-TIME OFFER,” “INTRODUCTORY PRICE,” “PURCHASE NOW,” “SIGN UP IMMEDIATELY,” “GET THE BEST PRICE OF THE YEAR” or “BUY IT NOW.” Capitalizing the copy also draws attention and creates urgency.

Offer Reassurance

Many consumers fail to click on call-to-action buttons because they think the process will be difficult, costly or time consuming. As an online marketer, it is up to you to offer reassurance that the process will be simple, inexpensive (or free) and quick. You can demonstrate this through convincing copy: “30-DAY FREE TRIAL,” “REGISTER IN MINUTES” or “COMPLETE OUR EASY FORM.” If directing your users to a secure web form or e-mail newsletter registration page, include reassurance by mentioning spam-free services or listing your privacy policy.

Consumer Expectations

As you plan your upcoming online marketing campaign or website development, put yourself in your consumers’ shoes. Anticipate consumer skepticism from the get-go, and answer your visitors’ questions in your call-to-action button. How much does it cost? Will I have to enter my credit card information? How long does registering take? What will I gain by taking action? Can I opt out of your services after I register? When does the offer expire? Some companies even offer their calls to action in question-and-answer format: “Want a FREE trial? Sign up now.” “Interested in a no-obligation quote? Fill out our easy form.”

Read more, or view examples of website call-to-action buttons.

15miles Interactive Solutions

If you’re interested in enhancing your website design and achieving higher conversion rates, contact 15miles, the interactive division of TMP Directional Marketing. Our creative team specializes in full-service interactive design and development to help companies achieve higher conversion rates online. In addition to developing user-friendly interfaces for positive experiences with sites, we also specialize in SEO best practices to help websites achieve higher rankings on search engine results pages.