Designing a Powerful Call to Action


Strong call to actions are the most important features of any landing page.

The only problem is that most businesses don’t know of its importance and, hence, don’t use them. In your digital strategy, every tool and arsenal in your marketing strategy counts.

Businesses need to make their appeals strong enough for potential leads to click on them and to convert into customers. If you are serious about writing a powerful call to action, consider using the following principles to drive the message forward.

Increasing Visibility

Don’t hide your call-to-action under giant walls of text. Your leads won’t click on them if they can’t even find the call to action. Experts believe that you should place the call to action somewhere above or below the fold (upper half of the webpage).

Consider changing the color palette and theme of your CTA to make it stand out from other areas of the page.

To make your CTA even more attractive, try using rounded buttons to increase the number of visitors to follow your desired action.

A Clear Message

Another problem with many CTAs is the presence of a lackluster message. No matter how good the design of your CTA is, if it doesn’t have a strong and compelling message, visitors won’t follow through.

To solve this dilemma, you can design your CTA by answering the following questions:

  • What do you want your visitors to do?
  • Why should they follow through?

To make sure that your CTA is sending the right message, avoid the use of generic messages such as “Buy Now” or “Click Here”. These messages fail to answer the two important questions. Instead, you can use a powerful sentence, such as “Get Your Swimming Gear and Start Swimming!”  It solves both questions and doesn’t take more than a few words.

Additionally, you can also try creating a sense of emergency, such as “Now”, “Tomorrow”, or “Today”,to prompt visitors to follow through.

Using Supporting Elements

Supporting elements can be images or testimonials.

But it is absolutely essential that you don’t overdo it. Some support elements could come across as too strong and may discourage the visitor to click.

If you are using testimonials, you need to make sure they are real. If you are using pictures, make sure they are relevant enough to support the CTA.

It might look like extra work, but when you compare the improved website results and action rates, it will feel like time well spent.

Leah Gibbs - Social + Digital Marketing Agency Owner

Associate CPM - AMAMI Australian Marketing Institute - Serving Clients Worldwide