Most websites don't clearly ask for anything. That is rarely a design problem and usually a choice problem.
A call-to-action, often abbreviated as CTA, is the element that invites the visitor to take one specific step: a button, a link or a form. Consider requesting a consultation or requesting a quote. The CTA makes explicit what you want from the visitor, instead of hoping that he will think of it himself.
IN COMMON LANGUAGE
Why most CTAs don't work
The most common mistake is having too many. Five equally striking buttons means no choice at all; the visitor then chooses the easiest option, which is clicking away.
The second mistake is vagueness. “More information” doesn't promise anything. "See what a website costs" tells you exactly what happens after the click, and that increases the chance that someone will click and that they will not return disappointed.
The third is the threshold. “Request a quote” sounds like negotiation and obligations. “Schedule a free consultation” asks for half an hour and nothing more. Same visitor, different outcome.
WHY IT MATTERS
What does work
One main action per page, repeated several times instead of several different actions next to each other.
Identify what happens after the click, and what it is not. If a conversation is without obligation, please state that - that is the objection you will otherwise receive by email.
- One main action — repeated several times on long pages.
- Concrete verb — “plan,” “view,” “calculate”: not “more information.”
- Low threshold — a conversation costs less than a quote.
- Visible without scrolling — those who are already convinced don't have to search.
- What happens next — removes the hesitation before the click.
FREQUENTLY ASKED QUESTIONS
More about a call to action
How many CTAs can one page have?
One action, repeated as many times as the length of the page warrants. That is different from five different actions. If you really want to offer two routes, make one clearly primary and the other clearly secondary.
Does a striking colour work better?
Contrast helps, colour itself does not. A button must stand out against its surroundings; which colour that is depends on your design. More important than the colour is what it says and whether it appears at the right time.
Why does your site ask for a conversation and not a quote?
Because a quote only makes sense if we know what you need. Talking for half an hour costs you less and yields enough for us to be able to give a fixed price instead of a punch in the air.
CONTINUE READING
Of course, continue reading about this subject.
More requests from the same visitors?
We look at your current pages and say where visitors are dropping off and what we would change.