Make your Website More Effective by Adding Calls-To-Action
Many website pages are missing one important element: a Call to Action.
Why be subtle about it? You want visitors to your site to do something. Why not ask?
A user finds your web page reads the information she came for. And then what? Do you just let the visitor leave without offering them an option of what to do next?
Every website exists for one reason, and, honestly, that reason is – to manipulate people to do what you want. It sounds rather bad when put this way, but it's true. By puting up a website you want to influence people to do something. Whether it's to give to a charity, learn something new, visit your store, or sign up for a newsletter, you want something from them.
So, what is a call to action?
Suppose you have a restaurant and you decide that your restaurant should have a website. You make a site and fill it with information that you think people will be looking for when they come to your website. You have your menu and some images of the food you offer and of the decor so people know what to expect. You also put up a map and address so people can find you. When you think about it, it makes sense, all these things are supposed to entice people to... come eat at your restaurant! So why not come out and say it directly? Put a button on each page that says, "Make a reservation now" or at least a line of text that says, "Come over for supper".
How to make a good Call To Action
A good call-to-action must be clear and should be urgent. It is good to use active verbs like: Donate, Buy, Subscribe, or Sign-up. This encourages people to take action. Time limits and expiration dates will also help to add a sense of urgency.
It also helps to position the Call To Action in a prominent location on the page. Make it big and put it in the middle of the page. Or, to be a little subtle about it, leave extra space around it; this also helps to attract attention like using a bright color would.
A warning about overdoing it
Too many calls to action can overwhelm the user. If a person is offered too many choices they are often likely to choose not to choose at all. It can be tempting to ask the site visitor to do too many things. So a small number of possible actions is better and more friendly.
And, please, pay attention to what happens after the call to action is clicked. A good user experience is important.
Send Tomas Krejcar an email at TomasKrejcar@gmail.com