You wrote an impressive newsletter, posted a powerful blog or perhaps created an ebook that’s envied by your competitors. Now what? These are all great actions and should entice your clients, prospects or visitors to want to hear more from you, share their contact information or, better yet, buy something! However, the key word here is ‘SHOULD’. Because getting people’s attention is great. But convincing them to take action is even better–and harder. If you want visitors to take action you have to ask. It’s that simple.

This is where the clear, attention-grabbing Call-to-Action button comes into play! A Call-to-Action (or CTA for short) is a interactive button suggesting an action from the user. It could lead to a subscription, a purchase, further reading, the option to share their opinion, etc. It basically brings the visitor to the next logical step in a buying process.

The CTA’s purpose is precise; it should lead the user to a landing page that was clearly suggested on the previously clicked button. Being able to monitor your CTA’s performance makes it an even more significant tool as it reveals accurate efficiency clues such as conversion and click-through rates.

If you’re still buying print ads–and it’s fine if you do!–this would be the equivalent of adding a specific promo code to an ad in order to measure its efficiency. You invest time and money in communicating with your potential clients. You might as well know if it works!

Words! Make them count…

A strong CTA is a direct, imperative approach that clearly shows what action is suggested such as ”Download this ebook” or ”Get a free quote”. It’s important that the CTA wording be short, without losing its meaning. Motivating the user to click on the CTA button can also be done. For example, a chance to win something is always popular. Just make sure you follow through.

A sense of urgency should also be considered when choosing the call-to-aciton text. People are solicited from all angles and their attention is sometimes diluted as they’ll check text messages and their Facebook feed while surfing online. Get people’s attention by suggesting that they click the call-to-action button RIGHT NOW by using words like TODAY or NOW.

Pretty and powerful!

Now that we’ve reviewed tips on WHAT to write in the call-to-action button, let’s address how it should LOOK. You want it to:

  • stand-out
  • emphasize your message
  • perform

First, let’s make it look like a real clickable button and make sure that it works correctly. Adding a shadow or a 3D effect could be all it takes to let users know it’s an actual button and the rest of the page should be designed to point towards it. Contrast, positioning and size can certainly affect the CTA’s performance.

It’s also important to remember that a call-to-action button is an image. Some browsers may have trouble displaying certain visuals so it’s wise to add an ”alt” attribute to the page source describing the image in case it should fail to display. You might also want to create a text link that leads to the same landing page. Just in case. Some people are readers and might ignore your visual CTA. Cover your bases.
What should your CTA look like? Here are a few examples :


une cta


Now a recap:

  1. Your CTA should be customized and be in sync with your company’s image (shape, colour and tone of your message).
  2. Your CTA text should be attractive, clear, convincing and trigger an action.
  3. Your CTA should lead the user to a relevant page which could be another page on your website, a landing page or a phone number. It’s important that it makes sense. Always be relevant.

Putting some thought into your Call-to-action design is important to maximize your campaign results. Ideally, your entire site should be designed this way and your CTAs are used to direct the experience you want to provide for visitors. If it stands out and is relevant, your CTA should bring positive results. Try a few, change their placement, adjust and measure. You’ll eventually identify what works best for you.

Still not sure? Ask us about it. It’s what we do. And here’s a perfect example of a CTA 😉