5 Secrets To Creating A Call To Action On A Website That Converts

Call To Action

One of the most important parts of a blog post is the call to action.  For those that may not know, the call to action is the action that you want your visitors to take.  It could be clicking a button to make a purchase, signing up for a mailing list, or even just a simple link click to bring them to another page.

All of those are examples of things that visitors of your website should be doing, and it is YOUR job to convince them to do it!  There is a whole science to creating an effective call to action and, when done right, it can really boost your conversions.  Here are some things that you need to consider in order to create a good call to action on a website.Blogging | Call To Action | Conversion | Affiliate Marketing

1. Be Direct And To The Point

The text that you use in your call to action is a crucial element.  By the time the reader gets to the call to action they have read/scanned your post so it is best to keep the text short and to the point.  Be sure to answer the following questions within your 3-4 word text:

  • What will I get if I click?
    Let the visitor know what’s in it for them if they click your call to action.  There has to be a reason for them to click, so tell them.  Some examples are: “Download Your Free E-Book”, “Get Your $10 Signup Bonus”, “Start Your Journey”, and so on.
  • When do I need to click it?
    Give the visitor some sort of sense of urgency. Humans are more likely to take action if they think that there is some sort of expiration, so be sure to tell them when to click.  Some examples are “Download Your Free E-Book Now”, “Get Your $10 Signup Bonus Instantly”, “Start Your Journey Today”

2. Creativity Counts

A call to action most often comes in the form of a button, but there are plenty of other ways in which a call of action can be presented to your visitors.  This is the time that you get to be creative to make something that your users can’t miss!

Lets take a look at some ways to present your call to action so that you get your visitors to click.

Be Creative

Color
The color that you choose for your call to action is very important as that is what is going to catch they eye of your visitors.  Here are a couple of rules for you to consider:

Rule 1 –   Make sure you pick a color that will pop….if you’ve got a white or gray background, then colors like green, red, yellow, or orange are perfect.

Rule 2 – NEVER use black or white for your call to action color!

Rule 3 – Stay away from the main colors of your website.  You don’t want your call of action to blend in too much.

Rule 4 – Keep your call to action colors consistent on every page.

Button
This is the most common form for a call to action.  There are so many different things you can do to your buttons so that they stand out…round the edges, add shadowing, set the color, and so forth.

Image
A great way to really dress up your call to action is to make an image for your visitors to click. The image that you make can be virtually anything that your imagination can dream up.  An example is a banner….it has text, possibly some graphics, and a button embedded.  A really cool (and FREE) tool that you can use to make some really stunning graphics is Canva.  Definitely try it out!

Text
When we think about text links, we normally think of it as the standard blue underlined text.  As things on the internet have evolved, so has the text based call to action.  Bigger bolded text that is surrounded by other less common symbols is now attractive to some visitors. Simple background colors can also be incorporated to give it an awesome look that is irresistible to click!

3. Placement Is Everything

Another extremely important element of a good call to action is the placement on the page. For me, the sweet spot is at the end of a post (or within the text only if it makes sense).

If you search the internet for posts similar to this one then you will find that many people say that a call to action should be “above the fold”.  If you’re a beginner and are unfamiliar with that term, it simply refers to the area of the page before a reader has to scroll.

The logic behind placing your call to action above the fold is that someone that’s reading your post will always see it, as opposed to if it were on the bottom then they would only see it if they actually made it to the bottom of the post.  I understand that line of thinking, but to me, it seems very out of place and it’s not something that I do on any of my pages.  I don’t like asking someone to click on something before they’ve even had a chance to read anything about what they are clicking.

I have found that a much more natural way of getting conversions is to properly explain your thoughts to your readers, and only then do I present them with a button to click….typically at the end of a post, but it could also wind up in the middle if the content suits it.

According to the results of this study, visitors scroll all the way through the page more often when the call to action is at the bottom.  The image on the left has a call to action at the top of the page.  Notice that the majority of the activity was at the top of the page, and fewer visitors scrolled through the whole page. The image on the right has a call to action on the bottom. Notice how the visitor scrolled all the way through the page.

Call To Action Placement

Will you lose some conversions because readers didn’t make it to the end of your post?  Perhaps, but if they didn’t bother to finish my post, would they have converted even if it was at the top?  Likely not.

Maybe it’s not the call to action that caused the reader to not click, maybe the content didn’t do a good enough job of keeping the reader’s interest. You’re not going to convert everyone, and I wouldn’t want to compromise the integrity of my website by trying to get someone to commit to something before I’ve had the chance to fully explain it!

4. Create A Sense Of Urgency

There is a psychological trait that people tend to have, and that is that they don’t want to miss out on something.  Fear Of Missing Out (FOMO) is real, and if you capitalize on it properly, then you will really boost your conversions!

The way you can use FOMO to your benefit is by creating a sense of urgency in your call to action.  Let the user know that the deal is only available for a short time, and let them know that lots of other people are benefitting already.

I recently saw a very good example of this on Groupon.  Check out the call to action that they use:

Groupon Call To Action

This call to action is really great. It has such a simple and clean look to it and it definitely stands out. Notice how they simply state that time is limited, over 200 people have viewed it today, and it shows the total rating from 1300 people. The icons that go along with the text really helps to draw the eye. You can certainly see how someone would not want to miss out on this deal!

5. Keep It Simple

You might think that the best way to get someone’s attention is by coming up with something over the top with flashy animations and fancy effects.  The reality is that doing something like that could have the opposite effect as people can get annoyed or turned off by all of the “extra fluff”, and it will cause them to leave your website.

The best tactic you can take is to keep your call to action simple. All you really need in order to stand out is to have a button or text, some color, and the right wording.  Here’s a terrific example of a simple call to action:

Simple Call To Action

This is actually just a green background with some text and a button.  The fact that it is such a bright color really makes it stand out, there’s no way that a visitor to a website can miss this call to action!

Also, it is a good idea to make sure that you’ve got plenty of white space around your call to action, try to avoid cluttering it up with text or images. White space around all sides will make your call to action stand out to the reader, and that’s key in getting them to click!

Conclusion

A cleverly designed call to action can really boost your conversions. Remember that visitors to your website need to be told what to do when they finish reading/scanning your post.  If left to their own desires, they will likely navigate elsewhere so be sure to get them to convert using these tips!

What other call to action techniques have you come across?

 

Comments 38

  • Hi Matt,

    That’s a lot of great advice! A call to action is the most important part of the content. I see lots of great content with no call to action. This is overlooked by so many marketers these days. You have to tell your users what you what them to do. It’s as simple as that!

    Thanks Matt, Great article!

    Jack

    • Hey Jack,

      Yes the CTA gets overlooked by bloggers and it’s really important to have a great one!

      The content can be great but it can be even better with a CTA that converts

  • Hello Matt
    thanks for explaining something so simple and yet so important that many new online marketers get wrong all the time.
    We sometimes create great content then link to affiliate products or to another page without informing our readers what to do.I know I for one never clicked on links in the past, yet when I started affiliate marketing, I did the same mistake, linking to an affiliate product without telling my readers to “click to buy, click to read more, click to join” etc.
    I think we assume readers will know what to do but in all honesty, not all of them do and that`s why as a marketer, you need a strong and clear call to action otherwise most of the hard work is wasted as readers will not click to do what you want them to.
    Very informative, really enjoyed reading,thanks for sharing.

    • Hey Roamy,

      You make excellent points about people assuming that readers will click what you want them to. I’m with you, before I started blogging, I never clicked links…Having colorful and properly worded buttons is so much better

  • Awesome call to action tips. You just gave me some great idea what to do on my website. What color do you think is the most likely to get a response when doing a call to action link? The reason I ask this is because I never actually thought about color for my click through rates. You look like you’ve got some great experience so I will wait for your reply.

    • Hey Jagi,

      Thanks for the comments, I’m so glad you enjoyed my post and were able for you to get some ideas!

      To answer your question about the best color….the best choice is green, though research has shown that orange is becoming very popular. Yellow would be my third choice, and believe it or not, you can even use red in some circumstances…say if you have a product that is running out, you can use red to create some urgency.

  • Thank you for taking the time to write about this. I’m new to the world of blogging and can’t even get people to leave a comment on my posts saying how good/terrible they are! I’ll definitely keep in mind how the color scheme can affect the way people react and the theory of FOMO.

    • Thank you, Phoenix! It really is amazing the psychological aspect to getting people to click things!

      I hope you are able to use some of the techniques and keep on going with your blog and you’ll find success.

      Be sure to sign up for my newsletter so that you get all of my latest posts! 🙂

  • Great CTA clicks. Ive made the mistake of assuming people will know what to do and that is a very bad assumption!

    • Hey Lynn, yes I think every blogger has made that mistake before. A good CTA is a skill you can only acquire over time after seeing what works and what doesn’t.

  • This has a lot of great info. I never thought to put the call to action at the bottom of a post or page. Great idea!

  • This is great! I have been trying to think of creative ways to do this. On one blog, I saw they had an image with the website and info with text that said “pin for later.” I thought this was great since it’s easy to pin something and that way you can save that info for late and have an easy way of finding the website again.

  • I totally agree with the “keep it simple”! Thanks for the great tips!

  • Fantastic tips! I pinned this so I can referr back to it later! Thank you so much for writting this!!

  • This is good advice! I’m working on building my blog and email list. I’m still in the early stages, feeling like a newbie too. Even though I’ve heard these things, it’s good to hear them again with your tips. Now I have to try to implement them.

    • Thank you Arlene. An e-mail list is a really great thing to have, congrats on building yours up! Remember that when implementing your call to action, not everything will work all the time so don’t get discouraged.

  • I suck at creating call to actions. I need this guide to help me out.

  • Great tips! and that little eyeball on groupon gets me everytime! ha!

  • Awesome tips! Thanks for sharing!

  • I have been experimenting with CTAs lately. These tips will come in handy.

  • Love these tips! I have it pinned for later referencing!

  • I have only recently added a call to action to my posts. Even if you a requesting Pinning, it’s a must to have something

  • I’ve always been searching for effective ways to have call to actions on my pages. It has always been a trial and error method for. Thanks for these helpful tips.

  • Thank you for this information, I am learning all sorts of new skill as a blogger and appreciate your insights

  • Great tips. I am working on several things on my website and this will definitely come in handy.

Leave a Reply

Your email address will not be published. Required fields are marked *