A Call to Action (CTA) is simply telling people exactly what it is we want them to do on each page of our website. I categorize Calls to Action into 3 main types: Read More, Lead Generation, and Buy Now.
Some websites are just an online brochure for a business. They simply have information such as the directions to a store or maybe a copy of the menu. But website visitors don’t make a purchase until they get into the store. Often the call to action on those sites are just “call me” or “visit us at”.
Other websites main purpose is getting people to purchase something. If you are reading this, then you most likely have this type of website. Here is my “rule of thumb” for the colors I choose for each and why I choose them.
1) Read more buttons – blend in
When you want your website visitors to go to another page – you may say Read more… Learn more… More information…
These buttons help people to know, like, and trust you. They are simply offering more information without asking the website visitor to do anything more than click the button. Each time the visitor clicks and nothing bad happens, they start to trust you more. And the more they read, the more they will get to know you and start to like you.
I make these buttons blend in so you don’t give your visitor a jolt or surprise them in anyway.
2) Form Submission – contrast
When you want your website visitors to take an action that involves giving you their email address – ie Send It!… Submit…
You’ll see these buttons on your Optin Box, your Contact Me form, and any Polls or Questionnaires that you may have. Anything where you are receiving an email. These are lead generation buttons and should lead people to join your list in some way. These people aren’t quite ready to make a purchase but they are trusting you enough to give you their email.
I like these buttons in a contrasting color – still matching your site. But I like them to stand out a bit more and be a bit bolder than the Read more buttons.
3) Buy Now buttons – stand out
When you want your website visitors to make a purchase or take the main step towards a purchase right now – ie Buy Now… Schedule Now…
These people are taking the ultimate step. They like and trust you. Make sure these buttons…
- Stand out. I make the Buy Now buttons bright and bold, often in Yellow.
- Works! The worst thing in the world right now would be to scare them away by losing their trust.
4) Social Media buttons – blend in/match
I would say no more buttons other than what’s above, but with social media we want people sharing our posts and connecting with us. So… since Social Media buttons takes the focus away from making a purchase, you may want them to blend in with your site. The social media site’s logo is also acceptable.
What do you think of these rules of thumb?