Calls-to-action are an integral part of content as they’re that button or piece of text that urges the reader to take steps towards becoming a customer. If the call-to-action is too weak or unnoticeable, they’ll just move on to the next page.
We’d like to assist you in improving the calls-to-action on your page with our two-part series of the do’s and don’ts of calls-to-action. In Part I, we’ll talk about the don’ts with four mistakes that you need to avoid:
Don’t Hide Your CTA’s
Don’t hide your calls-to-action. It’s critical that they are blatantly visible because they are useless if nobody can see them. If they’re hidden away in the text or out of sight, the reader won’t be able to find where to click to take the next step.
What you want to do is have calls-to-action both above and below the fold, and you want to have it within the visitor’s eye path. For example, if they’re reading an introduction to your brand, a call-to-action at the end of the brief tour is a natural place to put one. They’ve just finished reading about you, are interested in signing up and want to take the next step. If they don’t see the call-to-action, you could lose them.
It’s very important you think about how you position your calls-to-action or your visitors will miss them.
Don’t Use Bland Colors
Calls-to-action are an important part of the conversion process as they turn basic visitors into customers. That’s why when you set up your calls-to-action, they need to stand out. Don’t use bland, boring colors. That can lead to your calls-to-action going overlooked. Also, don’t use the same colors as the page’s background either.
The best course of action is to use bold, contrasting colors, so that they don’t blend with the page but still stand out. You need these calls-to-action to get noticed, so keep that in mind when you’re designing the page.
Don’t Be Too Wordy
Calls-to-action are supposed to be quick, concise and effective. The last thing you want to do is have a 20-word call to action where the user has to read a full paragraph before they determine what the next step is.
Nowadays, internet users have very short attention spans. The key with this type of copyrighting is to get to the point quickly. Make it very simple and clear, and your conversions should improve.
Don’t Use Too Many CTA’s
The idea for a call-to-action is to be one, eye-catching message that directs visitors to do one specific thing. If your page has many call-to-action and they are all popping out at the reading, it becomes counterproductive. They can compete for the user’s attention or confuse them.
Stick with one clear call-to-action and it’ll stand out from the rest of the page.