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Calls-to-action 101

By Kathleen Montecillo


A call-to-action (CTA) is a word or phrase that encourages people to act. They're essential because:

  • They give direction and guide visitors through your site.
  • They prompt visitors to take action.
  • They act as a measure of success for your site.

Here are 5 key elements to keep in mind.

1. Determine your end goal.

What exactly do you want visitors to do on your website – Learn more? Call? Start shopping? Buy now? Request a quote? Start a free trial? Depending on your business, choose the CTA that benefits you the most.

2. Consider your audience.

Different demographics are more inclined to act on certain calls-to-action. For example, many millennials try to avoid the phone at all costs, whereas Gen Xers might prefer making a quick call to your business for more information.

3. Be clear and convey urgency.

Make sure your visitors know exactly what they should doing by using language that prompts them to act quickly. Phrases like “Call now” or “Buy Now” give people just the right amount of information to consider.

4. Place your call-to-action accordingly.

Visibility is key! Don’t let your call-to-action get lost on your website. It’s good practice to have CTAs at the top of the page, or above the fold. Include a call-to-action on every page of your site so they're always accessible.

5. Design your call-to-action appropriately.

In addition to placement and messaging, design is also an important factor to consider. Make sure your call-to-action really stands out.

Take a look at your existing site and see if your website touches on all these elements. Calls-to-action might seem like a small element, but they can make a huge difference in getting people through your doors!

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