There’s a lot to think about when you set out to design or update your website. Web design is a large part of creating a successful website, but there are other factors to consider when building a site that converts.
Perhaps one of the most obvious but easily overlooked factors is how you construct your calls to action (CTAs). It’s not always enough just to tell a customer to “Buy Now!” and leave it at that. You need CTAs that coax visitors to learn more about your products and services, and ultimately convince them to take action. Consider these five things when crafting website CTAs that convert.
The first key to a good CTA is to make it very obvious what your visitors should do next. The copy in your CTA should focus on the action you want visitors to take and remove any distractions. It doesn’t have to be super short, but it shouldn’t be a grandiose sentence either. Your CTA is not the place to illuminate more points or benefits of your business or service; it should clearly state what your customers should do and give them an idea of what they’re getting themselves into when they click.
A good CTA indeed needs to convince a customer to take an action that ultimately moves them toward a commitment or purchase, but business-customer relationships can’t be one-sided. Think about your CTAs from the vantage point of your customer. What are they looking for when they land on your site, and what problems can you help them solve? If you can adjust your language to be less about you and more about your customers, you can create a more personal experience for your users, ultimately helping them relate better to your solutions and decide to act on the opportunities you’re showing them.
Sometimes the best way to capture your visitors’ attention is through a unique CTA that says things a little bit differently. Don’t be afraid to use CTAs that aren’t like anyone else’s, but don’t make them too difficult to understand, either. When in doubt, always refer back to your customers’ needs. Ensuring that your CTAs always speak to customers’ needs and desires will almost always point you in the right direction.
Understanding where your customers are in their purchasing journey and directing their attention accordingly can help you designate appropriate CTAs throughout your website. Determining where different customers may land on your site and what kind of relationship they already have with your company when they do so is key to deciding what you’ll want to ask them to do next.
Don’t be afraid to use secondary CTAs on some of your pages if your product is particularly expensive or if you know that your customers need more consideration and a longer sales cycle before they commit to you. Think about your customer experience! Instead of only giving your customers the option to “Buy Now!” throughout your entire site, try to discover places where other CTAs – such as ones that entice a customer to read a blog post, contact your team, or sign up for a webinar – may better serve your visitors.
While clear copy is essential, the design of your website CTAs matters greatly, too. Your CTAs should immediately stand out against the rest of your website so that visitors can recognize them as places where they can take action. Make sure that the color of your CTAs contrasts with the other main colors on your website to help them stand out, and keep your CTA buttons uniform in look and design so that your visitors immediately recognize them no matter where they are on your website.
The best websites have conversion rates of 11% or more.
Is your website converting optimally?
Today’s consumers expect to encounter a polished presence on the internet, and your website needs to be up to the task.
CLICK HERE to contact us about developing a website that attracts and converts your ideal customers.