A clear call to action improves visitor engagement on your website. You don’t need to dumb down your website content to get results. Here’s how engage your audience.
Make web sites intuitive
As we design websites and content management systems, clients sometimes ask, should we say, “Click here” so people know to click that? The answer is always no.
A web page, and an entire website, should be so intuitive that people know where to click without you telling them. A well-designed website doesn’t only look great, it leads people to the pages they want to view. Even more, a well-designed website should lead people to the pages you want them to view.
The nature of the web is to click—or to tap if you’re using a mobile device. Because this isn’t the first website you’ve ever visited, you know from experience the picture above only serves as a supporting visual, even if not well. You probably didn’t try to click it. It’s much different than a call to action.
Call to Action success
A call to action (CTA) is simply a graphic and/or text asking visitors to do something. What do you want your website visitors to do? Call you? Download something? Give you their contact information? A clear CTA presents something the visitor wants, or wants to click.
Size and placement of graphics and words used help visitors to know where to click.
Using verbs makes your CTA obvious, but they’re not always necessary. The idea of using words like, “Click here” are based on the fear of visitors not finding your valuable content. When you have a well-designed website, your visitors will not only have a great experience but will discover the content you want them to find.