Click here for call-to-actions that convert

The internet exists by the grace of links. From one website to the next. And between pages in one domain. Do you want to route your visitors to where they need to be, or tempt them to purchase, request or submit? Strongly worded call-to-actions (CTAs) are key. We give you 5 tips for creating a CTA that converts.

Tip 1: Be bossy

An imperative prompts action. Go, stand, sit, listen; they leave little room for a different thought, opinion or action. Use this rhetorical tool. It forces you to form a simple, concrete message.
Like this one by T-Mobile:

Or this one by ING:

Tip 2: Be like a market stall holder

Use of the imperative is even more effective if it contains a benefit for your reader. ‘Save’, ‘earn’, ‘profit today’, ‘take your chance’ etc. They might feel like marketing clichés, but everyone loves a good bargain. Can you say ‘easy’, ‘simple’, ‘quick’, ‘in 1 minute’? Even better.

AdWords copy can be full of them:

Tip 3: Be the responsible parent

Visitors will rarely read all of your copy. They scan. Headers, text in bold, bullets, links and CTA buttons attract their attention.
Links are often a different colour and/or underlined. So a call-to-action within a link is bound to stand out. Even more so if the CTA is placed within a colourful button. Which also allows you to be brief.

Like this example from the Municipality of The Hague:

Indicating what your site visitors can expect on the next page within your CTA, eases their scanning:
Clear call-to-actions allow them to move through a purchase or request quickly and easily.
A CTA that clearly indicates what you can expect acquired more clicks.

On the information page of the HU, you will find a number of suggestions, such as requesting a brochure:

The scanning reader would be better served with a linked text ‘Request a brochure’.

Tip 4: Don’t be a long jumper

As online copywriter, you know the purchase, request or application process by heart. But your user will probably see it for the first time. The ‘fear’ of clicking on something and making an immediate commitment is always there.
This means that CTAs such as ‘Order now’ or ‘Book now’ too early in the process may scare people off. So don’t jump too far and take your time on each step.

Telfort has done this well. The CTA button in the example below clearly indicates that there are multiple options in the next step. Making a user curious. And more like to continue.

Published: 05-2018