One of the most important things you can include in a business website is the Call-to-Action (CTA) and the most important part of the CTA is the button. Most visitors arrive at a site with a purpose, and looking to take action. Most websites serve a purpose and need people to take action. The CTA button is the crossroads where those two meet.
That’s why it is important to take extra care with how you design and implement that button! You may think it’s just a simple button, and not worth the extra time worrying about, but even small adjustments to such a critical part of the conversion process can have significant effects on overall performance.
So let’s take a look at the CTA button, and all of the ways you can make sure it is performing as well as possible!
Choose Colors That Stand Out
There are various online business gurus out there who will try to convince you that there is a single color that outperforms every other color, regardless of the environment within which it is placed. Hogwash! There is no universally optimal color choice when it comes to CTA buttons (or really any other design element, for that matter). Sure, color psychology tests have shown that certain colors can have positive effects on your visitors mental state, and thereby increase conversion, but you shouldn’t let that be the determining factor.
What’s important is that your button stands out. The color you choose to do this will be dependent on the other colors in your brand, and the ways you’ve chosen to use them. Does your site use a ton of green in it’s other elements? Then green is not a color you want to choose for your CTA button. When you look at the page, the color you choose should cause the eye to naturally gravitate towards the button, without being jarring or disconcerting.
Use White Space
You’ll want plenty of breathing room around your CTA button, which stops it from being crowded by other elements, and gives it importance in the visual hierarchy.
Consider Round Corners
Using rounded corners is another thing people will tell you is a universal must-do, but again, you should defer to your design. If your website has a lot of straight lines and sharp angles, then rounded corners might look really out of place! But if rounded corners are something that works in harmony with your other design elements, then it is probably something you should think about, since they are a little bit easier on the eyes, and shown to convert better in tests.
Make It Big (But Not Too Big)
Your CTA Button should can be bigger than other buttons you might have throughout your site, but you need to be careful that you don’t make it obnoxiously big. If you stand away from your computer screen a ways, it should still stand out, but without pulling focus away from other important page elements.
Use Simple Action Text
You’ll want the text of your button to prompt action, and so it should use language that indicates that action. You also want that language to be relatively brief and simple to understand. If the button text is too long, or doesn’t clearly indicate what happens when you click it, you’ll see engagement go down.
Personality & Perspective
You should also make an attempt to add a little personality when possible. For instance, instead of saying “Contact Me” try “Say Hello!”. It’s a little less dry, and a lot more welcoming. You can also consider making your button text from the first person perspective. For instance, instead of saying “Download PDF” you can say “Give Me My PDF”.
Make It Interactive
This should seem like a no brainer, but you’d be surprised how often I see CTA buttons that don’t have any animations or hover states. This is the internet, people! Buttons should behave like buttons, and indicate visually that an action is possible when they are interacted with. How you do this is up to you and the design of your site, but make sure they don’t just sit there when people try to use them.
Place It Prominently
The conventional wisdom used to be that the CTA button needed to be “above the fold”, meaning it should be visible on page load, but in modern mobile-oriented design, the fold is dead. People are used to scrolling and testing has shown that if your content is compelling enough, people will find their way to your button regardeless of it’s placement. That said, you should still place it prominently, whether that be at the top or bottom of the page. In fact, if your page is long enough, why not include it multiple times, once at the top for folks in a hurry, and once at the bottom, for folks who want to read all about it first.
Follow these simple tips, and you can be certain that your CTA button is converting with the best of them! Want to work with a team that knows small details can have big impacts? Give Solamar a shout, we dig the nitty-gritty.