Written by Noah Britton on 01/01/2018

If you could wave a magic wand and have your website’s visitors do one thing on your website, what would it be?

That’s called your primary call-to-action. You may not have a magic wand, but here are some “spells” you can cast on your website to drive users toward this action.

How to use a call-to-action.

What is a call-to-action?

Your Primary Call-To-Action is the number-one goal of your website. It could be any number of things: to book a call with you, to sign up for your mailing list, to register an account, etc.
How can you drive users toward this desired action? Here are a few pointers.

Design your website to drive results.

Fine-tuning the design and content of a webpage to compel the user to take a particular action is called conversion optimization. You can drive visitors toward this desired action through clever design and compelling copy. Let’s take a deeper look into each of these.

Lead the way to your CTA.

Your call-to-action (CTA) should be prominently and easily accessed on your site. Moreover, your design should lead people right to it. Use strong visual elements to emphasize your call-to-action: Don’t hide it at the bottom of a page or in a menu. Let it be loud and proud at the center of your design.

Use the power of words.

You’ll also need clear copy that encourages people to click the call-to-action. Your call-to-action should be put into words, just like any magic spell!
Remember, it’s called a “call-to-action” for a reason. It should have a clear, compelling action verb such as “Get” or “Buy,” and it should express to the reader what benefit they’re going to get by taking the action. Consider the following examples:

  • Sign up for a newsletter
  • Schedule a meeting online
  • Fill out a survey
  • Purchase a product
  • Sign up for a paid membership
  • Download a white paper
  • Call a phone number
  • Fill out a quote form
  • View portfolio

Notice a common theme? These calls-to-action start with a verb and have a useful subject. A good formula is “Verb + What You’ll Get.”

Be sure to write your website content in a similar style to your call-to-action. For example, if you use a fun, quirky style, carry that through to your call-to-action. It should be a consistent, engaging experience for your visitors.

Make your CTA button pop.

Most CTAs live in buttons that you can place prominently on your page. Don’t hide the call-to-action in a long paragraph: Make it loud and proud in your design!

Give it a large contrast with the surrounding elements by using a complementary color to help it stand out. Another good trick is to have the button change color when the user hovers over it. You can achieve this with CSS.

Choose a secondary CTA.

Your primary call-to-action doesn’t have to be alone on your website. You can also choose a secondary call-to-action. For example, if your website’s main goal is to get people to book your services, your secondary goal could be to have them sign up for your mailing list.

Place your secondary call-to-action in a prominent place that’s also out of the way of your primary call-to-action. For example, your primary call-to-action could be in the header of your page, but the secondary one could be “below the fold.”

Final word.

Your number-one goal for the website should shape and define your entire strategy for the site. While writing and designing each page, think about how you can work this magic to drive visitors toward your goal.

Remember, simple designs and copy go a long way: You don’t want to confuse your visitors!

Need help? Reach out to Thrive for expert assistance in designing your website to lead your visitors to your desired destination. We’re here to help optimize your website for conversion!

Thrive Design is a customer-centric web design company from Seattle. Contact us today to find out how we can elevate your business online! Keep track of us on Clutch, UpCityLinkedInFacebookTwitterInstagram, and Pinterest.

Noah Britton

Noah Britton is the founder of Thrive with 18 years of experience in the web industry and 10 years with WordPress.

If you'd like to position your company as authority (online), generate more leads, and close more sales take a look at our Authority & Amplify Strategy.