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Strategies for Effective Call-to-Action Design and Placement

Published on:

Thursday, October 19, 2023

Website design is one of the most important parts of your online marketing strategy, regardless of your industry, what you’re selling, or how big your business is. It’s what generates a first impression among new and returning customers, informing them of what you do and how you can help them.

It’s also what separates you from your competition. The design of your website underpins your brand and is an integral step in every single sale or enquiry you receive.

But this blog isn’t about the overarching important of website design - it is, in fact, much more targeted than that. Today we’re focussing on those two or three-word boxes that every webpage should be built around - the clickable boxes which drive genuine engagement, and which are crucial for boosting conversion and the success of your website.

Let’s take a closer look at Call-to-Action (CTA) buttons and how to design and place them in the best possible spot on your website.

What is a CTA button and why is it important?

A CTA button is a button which will take your website visitor or user to a specific page or perform a specific action when they click it. The copy of a CTA button is generally stripped right back to just a couple of words, which are carefully selected and framed to drive the reader to take action.

A CTA button is, in short, a call for the user to take a specific action - with the copy linked to that button needing to be direct, concise, and incredibly clear.

Twitter landing page CTA

So, why are CTA buttons so important? They let the user know what action you want them to take. If you’ve created an email campaign, or built a landing page, that’s tailored around a specific action that you want to encourage users to take, the CTA is there to tell them exactly what they should be doing to maximise their experience.

For example, an email marketing campaign could be built around driving users to visit a specific landing page - with the CTA being to “Learn more now!” Once on that landing page, users should be immersed in direct content which pushes them towards either a product or a service, with copy built around explaining the benefits and how what you are selling is a solution for an issue they have. The CTA linked with this landing page should again be clear and precise - for example “Try it today!” or “Get in touch”.

How to design an effective CTA button

Notice how the examples above are extremely direct and written as if you’re speaking directly to the reader? This is the hallmark of an effective CTA. But it’s not all in the copy - the design of your CTA button is just as important as what it says, as it’s the design and aesthetic that ensures it stands out.

This is where our best advice is to go big or go home. Your CTA button is not really the time or the place to be subtle. Put yourself in the shoes of a user or browser who wants to take quick action - they’re probably busy, they could be scrolling on their phone or on a laptop and want to quickly be able to find out what you’re about and how to learn more or get involved.

Your CTA should be big, colourful, and designed to compliment but standout from the rest of the page. This is not about blending in - it’s about literally the opposite.

The best places to locate your CTA buttons

Once you’ve got the design nailed, you need to consider the placement of your CTA button - and yes, there’s more than one answer (and more than one place to pop your CTA!)

Our best advice is to look at what it is you’re creating and go from there. An email or landing page should have at least two CTA buttons which drive and encourage the same action - one near the top for those who want to take immediate action, and one at the bottom for those who want to read all the content available before taking action.

A social media campaign meanwhile might have just one very clear CTA, while putting your CTA in the footer and even header of every webpage is one of the easiest ways of ensuring users always have access to it.

With so much to think about, we don’t blame you if you’re feeling a little stuck. Getting the CTA right is about combining placement with copy, design, and the link itself - but luckily for you, our team are here to help. Get in touch with Social Loop to find out more about our CTA design and website build services.