This post contains older information, but has been left up for historical reasons. For more up-to-date information, please see our Lead Generation Hub.
A call-to-action is the copy or graphic you use to entice and persuade your readers to take that action. Well-designed calls to action can dramatically increase a site's rate of conversion to its goal.
So what's a well-designed call to action? I've done testing on countless different sites, and here are the 7 most important best practices I've found.
Create Urgency
Use discrete measurements of time in your call to action. Phrases like "click now" or "try our software today" give the user an understanding of how easy and immediate the action will be.
Use Numbers
Concrete digits including prices make the action very specific for the user and in nearly every case I've seen test very well.
Indicate a Specific Action
Make your call to action as specific as possible. Tell the user exactly what you want them to do and how. Avoid vague generalities and instead tell them to click, sign up, contact us or download.
Use Images
It often helps to direct a user's attention to a call to action by placing a stock photo of a person looking directly at that call to action. Images with actors looking directly at the user tend to distract them.
Make Your CTA Clickable
Make sure your call to action uses the accepted web conventions of clickability. If it's a text link, it should be at least underlined, if not the standard link-blue. Buttons should have a 3-d effect that simulates the buttons found in web and desktop interfaces, and both buttons and links should change the default cursor when the user hovers over them to the pointer hand.
Use Contrasting Colors
Contrasting colors can draw the user's eye to the action you want them to take. If your site is cool blue and gray, use a red or orange graphic.
Pay Attention to Position
Calls to action "above the fold" on a page (in the first screen viewable on a page without scrolling down) do very well. Calls to action in a sidebar don't perform as well as those in the central content area of a page. Put the call to action where the rest of the page will naturally lead a viewer's eyes.
Bonus Tip: Test, Test, Test!
If you want to start optimizing your calls to action beyond just best practices, check out Action Grader, HubSpot's latest free tool. Action Grader will help you setup continuous tests to constantly improve the click-through rate of your calls to action on every page of your site.
We're in private invite-only beta right now, but if you'd like to try it out, sign up at the form here and then leave a note in the comments below.
Photo: - Cristian & Cie
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Leslie Kohler 11:10 AM on May 22, 2009
Great tips, as usual. I like the ones about using visuals. As a copywriter, i tend to think in terms of language rather than graphics. Was tlaking with a client yesterday about Call to Action. Your post was very apropo!
Michael DiMella 11:39 AM on May 22, 2009
Thanks for the tips. I'd like to try the action grader (I just registered). I'm also already a hubspot customer, is there a way to access it through the regular backend?
Toddy Mladenov 12:12 PM on May 22, 2009
Nice post Dan. I like the tips and Action Grader looks promising. However one thing I am always wondering is how to make those CTAs not sound like car salesman - you know people are frustrated when companies always push products to them. Any ideas about the wording? What are the most impactive words etc.?
David Porter 12:20 PM on May 22, 2009
Great post. I have used the same techniques for years, and they help me build, and sell a business.
Now I see these same techniques, with minor tweaking, have transferred to blogging very nicely.
Susan Reed 2:48 PM on May 22, 2009
I have found that the following words also entice the viewer to click a link or image:
"DOWNLOAD", "FREE DEMO" and "VIEW OUR VIDEO"
Erin Szalkie 2:58 PM on May 22, 2009
Would love to try the new tool- I've submitted the form. thanks!
Jamie Favreau 4:26 PM on May 22, 2009
Thanks for the insight. I am a young into my career and enjoy all the tips which you are sharing.
Arturo Perez 6:29 PM on May 22, 2009
Hello,
My name is Arturo. I run my own design boutique and I love your blog.
I'm writing you because I'd like to know your opinion about a YouTube Viral ad I saw recently posted on AdRants for a nonprofit called Oxfam GB. Recently I'm seeing more nonprofits use social media to spread their message. This ad in particular struck me because it seemed like it was directed at a specific type of YouTube viewer, FailBlog fans. FYI FailBlog is a YouTube channel that posts juvenile videos about people falling and such. What I found refreshing is the fact that a serious nonprofit like Oxfam is using a juvenile ad to communicate a serious message.
Here's the video link:
http://www.youtube.com/watch?v=u0p-HVzz9qE
Hope you enjoy it and post about it. Look forward to hearing your comments.
Thank You
Tom Troughton 9:46 PM on May 22, 2009
I liked the suggestion about having a picture of someone looking at the call to action button. Makes a lot of sense. Thank you.
Elvira Avila 10:16 PM on May 22, 2009
Really, really helpful. And very practicable. Thanks :-)
sue scott 9:46 AM on May 23, 2009
Great post: concrete and clear. Just starting working with new clients, and hope the tracking tool will help "illustrate" the importance of CTA. Thanks!
Malini 11:03 PM on May 23, 2009
Thanks for the tips ...am just starting out trying out some online marketing and the tips are a great help . Thanks .
Ash Oz 10:51 AM on May 24, 2009
Great Tips A Genuine Number Counting Down Is Great For Creating Urgency.
drdeb 4:10 PM on May 24, 2009
Filled out the form. Looking forward to the new grader... hubspot rocks:)
ejvind@latterkursus.dk 9:46 AM on August 11, 2009
What good tips - thanks. I have tried some of them with big success, and the additional ones will be tried also.
This is THE most important part of any website that wants to make money, and laugh all the way to the bank - interestingly lots of people still haven't started using these methods. Great news for the rest of us :-)