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4 tips on designing effective calls to action

In inbound marketing, calls-to-action (CTAs) are one of the most important elements for attracting and obtaining leads.  CTAs must be crafted in a well thought out manner.

When designing a CTA try to put yourself in your customers’ shoes. What are their pain points? What alleviates their pain?

Here are 5 tips to help you design effective calls-to-action:

1. Set your CTA goals

The goal of your call-to-action is to attract the attention of your website visitors. So ask: What is it that you would like to accomplish with your CTA?  Who are the visitors you wish to target? How many of them do you need to get where you want to go?

2. Content

Create content around the set of goals you have defined. Make sure to use keywords that reflect the CTA’s content. Use phrases that are appropriate for your target audience. You may want to test you content by performing A/B testing and studying which version resonates with your audience.

Action-oriented language works best for CTAs. This means the CTA button should clearly tell the people what to expect. Firefox improved its conversion rate by 3.6% when it changed its button text from ‘Try Firefox 3’ to ‘Download Now – Free.

3. Design

Use a color that contrasts with the color scheme and stands out on the page. If your CTA blends in with the rest of your page, you may not get much traffic to your landing page. Size matters. The size should be related to the context of the page and the other characteristics of your call-to-action. The button doesn’t have to be huge but if it is too small, it will not attract attention.

4. Context-based CTAs

The CTA should match the information of the page on which it is located. For example, the verbiage of a CTA located on your product pages should be different from the verbiage of a CTA located on your about us page.

Good luck!