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.
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.
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.
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.
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!
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.
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:
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:
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!
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?