What is a CTA?
If your website is underperforming your expectations, a great place to start making improvements is with your CTAs.
Tips for Writing CTA Copy
A common mistake with website CTAs is asking too much. The best example of this is asking for detailed contact information before showing that your company can meet the needs of the web visitor. If the first CTA on your homepage is a form seeking their phone number and email, most people will leave your site before learning anything about your business.
Of course, there is absolutely a time for CTAs to garner contact information. But these CTAs should appear after quality information with the guarantee of a swift response and any other benefits the visitor will receive from filling out a contact form.
When you write a CTA, you must communicate to your web visitors what interacting with the CTA button will do. That's why the worst example of copy for a CTA is "Click Here." That text in no way informs the web user what will happen when they click the button.
The copy for your call to action should always have enough information for anyone to understand what the button does without relying on other content on the website. Web visitors do not read websites from top to bottom. Instead, most users scan the site, only reading what catches their eye or interests them. Your CTA should be able to stand alone, even as it forms a coherent part of the content near it. For instance, your button could say "Read Customer Reviews" following a text block about your company's regional popularity. Without reading the related content above, the user can understand that clicking the button will take them to a page full of reviews.
Design Considerations for Your CTA
There are several basic design considerations to help your calls to action stand out on your website that include:
Styling considerations include the shape of your button and the font. Similarly to the colors, your CTA font should look at home with fonts on the rest of your website, but it generally should appear stronger. The font size should be smaller than website headings but larger than paragraph text. Although it may be tempting to capitalize all the letters in your CTA, you should avoid doing that. Search engines penalize content in all caps because clickbait frequently uses that strategy.
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