When people are browsing the internet or searching online they have a goal, question or intent in their mind already. When someone is in this state, they are very single focused, and getting them to do something outside of that can be very difficult.
There is nothing wrong with this, it’s just the way we humans are wired.
So once people have found what they are looking for, we need to actually lead them along to the next step and ultimately the desired action we have for them. We can do this by using text and buttons specifically designed to take the user from where they are, to where you want them to be.
A button or piece of text that does this is referred to as a; “ call to action”.
The 3 Keys To The Perfect Call To Action
1) Suggestive text
Your website should have well written content in the form of; service pages, product pages, case studies or perhaps informative articles. If you do then you will have no trouble keeping someone engaged in reading it. But what happens when that person reaches the end of the page?
It is here that you should have a specific, relevant and straight forward piece of text that is either a question or leading statement, such as; “Do you have questions?” to which
clicking on a nearby button gives the user the answer.
2) Simple doing word phrases in buttons
In our example above, the text said: “Do you have questions?”. By using simple, doing word phrases in a nearby button, such as: “ Contact Us ” or better yet “ Ask Now ”, we are making things simple for the visitor.
When the person reads the text they create the answer in their head, for example “Yes I do have questions”, clicking on the button which says “ Ask Now ” feels like a logical and
natural thing to do.
You can have these all over your website, and should have them in the home page banner, the header, the footer, and throughout the site in places that are appropriate.
“The Time for Action is Now” – Antoine de Saint-Exupery
3) Clearly visible & contrasting colour
It’s important for your buttons to stand out from what is around them. It’s no use putting a red button on a red background, as no one will see it.
By using colours that both compliment each other and contrast each other, the visitor’s eyes are more likely to be drawn toward the colour and shape of the button, upon which
they will read the instruction and hopefully take it.
Never underestimate how simple your button should be. It may seem obvious to you what should happen next, but this is likely your visitors first time, and they have more
than likely come to your website to get help…so help them.