Your website is likely missing a clear and distinct, direct and (quite frankly blunt) Call to Action (CTA). Every day our team visits prospective customer’s websites, and we take a look at many factors to see how we can help them. A lot of the times when we are navigating these sites, we find little nuances such as broken links or inactive content that they are linking to in their pages. Broken links and problems like this are annoying, but they don’t necessarily stop or prevent transactions in every case. There is a more significant problem that we see which we will get to in a moment.
First, let’s understand the situation and face it, most content is not evergreen. Honestly, no one expects it to be. But people have come to expect some level of clarity. As we embark further into the digital age, it’s becoming increasingly important to set a direct message and ask for exactly what you want people to do. It doesn’t just stop there; we have to ask in such a compelling, strategic and exact way. Asking someone to click a button doesn’t make them do it. What makes them do it is how you’ve set up the need to click the button in the first place.
Now, you may be scratching your head wondering what you are missing and what you have to do. Let’s go through it. First, you need to make sure that the content surrounding any CTA makes sense, is clear and does not contain any grammatical or spelling errors that would throw people off or push them away because it appears to be written by schoolchildren. There are some cases, however, where you may want to leave in a typo here and there (such as blog posts or social posts and comments). Sometimes, people want to see that there is an average human behind the screen they are gaining knowledge from or communicating with because it helps them relate and make better decisions.
The next thing you want to make sure of is that the action you are requesting in your content is easy to perform and doesn’t take long at all. If you expect your visitors to click a button to schedule a call, for example, you will want to set it up first cleanly and transparently and then show it to them. The other thing to consider is where you place the CTA within your content. If it is a button on a web page, you may want to set it at eye level and ensure it is easily accessible based on the design of your content and page.
The layout, content, structure, fonts, colors, and sizes all have an impact on design. There are different studies out there for varying design concepts and structures (the F and Z patterns) which are essentially layout formats that offer up content that is served up to the human eye in a pleasing arrangement depending on the depth and type of material. Before you start placing buttons and phone numbers here and there, you may want to do some more research. Even competitive research on how successful competition employs their CTA’s will be of great benefit before you expend the time and develop something meaningless or worse, “put-offish.”
To conclude, make sure that whatever action it is you want consumers of your content to take, be precise and simple but elegant and classy. Your CTA’s when easily accessible and simple will go a long way in your overall process. Also, keep in mind, don’t overwhelm your audience with too many CTAs that are confusing either.