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Call to action – essential for every landing page

June 29, 2015 Rafaela Acar 4 min read

Every landing page has a clearly defined purpose: selling a product, increasing the mailing base, getting enquiries. The key to achieve this purpose is the call to action (CTA) – a button which encourages the recipient to click it and so leads to an action. The call to action is nothing else than a link which when clicked completes an action (e.g. purchase or sending a form) or redirects the users to a desired place (e.g. to another page). Since clicking this button is the purpose of the users’ visiting the landing page, this element must be appropriately distinguished.

Make sure the button is clearly visible

The CTA has a form of a button which clearly indicates that it should be clicked. As a rule it is rectangular – a typical shape of a button to click.

The button may also have a more unique shape, however, if you choose a different form, you must make sure that it will not blend with the surrounding graphics, and the users will recognise it as a clickable element.

The CTA should be large enough to be clearly visible and easy to click. A button that is too small is lost on the page and it does not inform the recipients that it is the most important element here. Obviously, its size should not be exaggerated, because than it may overwhelm the recipients. The button should be large enough to be noticed while scanning the page. Use free spaces around the button, which will not draw the visitor’s attention away from it, but distinguish it even more.

Distinguish it with an intense colour

The user’s attention is attracted also by the colour. Hence the button should have a distinctive colour, which will distinguish it on the page. The colour should contrast with the background of the button. You should choose the shade so that it matches the whole landing page and simultaneously stands out against other elements of the page.

Persuade with an effective text

A distinctive appearance of the button, which will draw the recipients’ attention, is half the battle. It is also necessary to persuade them to click it. Therefore the text on it plays a very important role. The text of the button calls for action; this is why it is in the imperative mood and consists of a few short words. It should include words that clearly inform what will happen after clicking the button, e.g. Buy – purchasing, Send – sending an enquiry.

Thus the words must be appropriately chosen so that they clearly indicate the result of clicking the button and simultaneously encourage the recipients to take action. Thanks to this they will be confident that the action is safe and does not entail any additional risk.

Use additional incentives

Using incentives, which are additional stimuli to click the button, brings positive results. A message that is too general is less persuasive. You can achieve better results by using longer, more precise expressions with additional value, e.g. Download the e-book for free, Sign up for a free webinar.

Use only one CTA

The CTA is a component of a landing page that does not need competition. So there should be only one button on the page. Placing several different buttons confuses the users and decreases the chance that they will click any of them. The purpose of the whole page is only one; therefore only one button should be used to achieve that purpose.

Find the right place

The ideal place for the call to action is the space of the page that is visible without scrolling down, that is above the lower edge of the screen. If your landing page is a long one, you should repeat the same button in its lower section to facilitate action at every stage of persuading the recipients to take it. This way you increase the chances of their clicking the button.

When designing landing pages, you should take your time to build an effective button which ensures a high conversion rate. Remember to check at the end that clicking it really causes the desired action. Even the best button will be no good if it redirects the users to the wrong place.


Rafaela Acar

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