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All of your marketing efforts may be wasted if the call to action is not obvious. On your website, and landing pages call to action buttons are key to your marketing success.

1. Choose your words with care

We are talking about action buttons. So you should use verbs to indicate buttons are actions to take. Examples include “Download”, “Order Now”,”Buy Now”,etc.

What is your user trying to do? If you are used to hearing your customers say “give me a quote”, your call to action would be? “Request Quote”, for that type of request. Using this type of thought pattern will help you to create effective call to action buttons. Use the same words your customers use, and not industry terms or wording that is overkill. Simple is better.

2. Emphasis (color, size and positioning)

Make sure you emphasize the action items. What is it that you want your customer do on your website or order page. It goes without saying but don’t make me think about what I need to do. You want your action buttons to be big, and use high contrast to stand out. Some readers just scan pages and you want them to zero in on the call to action.

All three points should really be separate topics.

a) Which colors you use will have a dramatic effect even if the wording and positioning are the same. Some people have emotional responses to color like red or black. And color can help cut through the clutter.

b) Size will help to stand out too. If you create a large button it will be easy to see. Even if you are not reading the visual queues, and written instructions on the page.

c) Positioning the action button on the bottom left can help. Remember people read from left to right. Of course if you want you can also move the button to the right of the marketing text and keep it surrounded by a white background.

3) Too many Action Buttons

If you have one or two action buttons that is plenty. Keep your landing page simple with as few distractions as possible. You may have noticed when clicking on a search engine ad that you are directed to a landing page and not a company’s website. This is because in order to make sure you get the desired action you need to focus on leading the reader to the next step.

Real Examples:

PBWorks.com

Things

For more information on Landing Page marketing we have an earlier post titled:

Effective Web Persuasion for Landing Page Conversion

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• A/B Test Splits and How to use them
• Ways to Generate More Leads from Your Sub-Pages
• Effective Web Persuasion for Landing Page Conversion
• How to Improve Survey Effectiveness