Customized Calls to Action- How to Grab your Audience

website call to actionCalls to action(CTAs) combine two things: inbound traffic and transforming the new visits into leads. Whether your company needs to garner more clicks, opt-ins, or just a new look for their website that will uphold site traffic, calls to action drive many leads that can further aid a company. In this day and age first impressions mean everything, especially on websites. If at first glance your company’s website is not appealing a person can click on to the next similar business’s page; so do your business a favor and take some advice on the best ways to create effective calls to action.

  • Contrasting colors: The use of bold and contrasting colors easily grab attention. Naturally, your eyes will gravitate towards a bright yellow button on a dark background, or a black button on an otherwise all pink page. Knowing your audience and what colors may draw them in will also help. For example, if you were to create a contest page for the Packers, you might use that dark green as the background and use the gold as the color for the enter button. This, again, naturally grabs the eye with the contrast and pulls in that call to action, tempting the audience to see what that bright color is promising.
  • Presenting an incentive: As a customer yourself, you know that free information, discounts, or bonuses are harder to pass up than a cold offer. These incentives can potentially seal the deal on making decisions in favor of your company and getting a person to use your company or service. This call to actionis more likely to work if your product or service is fairly novel. To gently introduce your product or service to the audience at little or no risk is the most valuable thing to them, so they won’t feel that their time or money has been wasted.
  • Visualization or demonstration of your product: Showing exactly what your company produces or can do for your audience is the best way to gain their trust and attention. People want to know what they are getting before they make a big commitment or use a new product. You can do this through video or detailed descriptions. Either way, let your audience know exactly what they should before using your product or service.
  • Use great text: A different type of text can grab attention and direct that attention towards the items that you would like your audience to see. Different fonts, styles, and sizes all have the potential to draw attention to different areas of your website. Use specialized fonts for special details, and don’t be afraid to use unique texts in combination with your contrasting colors for a strong call to action. Though the style can bring them in, what you say is still important. Be clear, concise, and direct with your special texts. Also, be exact in the description of what people might receive by clicking on the text or doing what it says.
  • Spatial effect: Everyone knows that sometimes less is more. The same applies to your website. Many companies, including Firefoxand Dropbox, have perfected the minimalistic and simplistic take on calls to action. These have proved to be quite effective for their target audiences. Know your audience; do they want ease of use or a lot of visually pleasing elements? You also must consider the other calls to action used on the website. If there is not much need for CTAs on the page then space them out, if not, and other elements contribute to the CTA, omit some of the whitespace. Simplicity can drive navigation, too. By placing the CTA at a bit of a distance from other distractions on the page the eye is still drawn to where you want it.
  • Creating a sense of direction: In order to create a sense of direction on your webpage you must first prioritize the information. This means deciding what is most important and what the eye needs to move towards. If done correctly, this is a direct way to create a flow to your page and a hypothetical arrow pointing to the information you want the audience to see and remember. The flow makes the CTA appear obvious and lead you to the progression needed to complete the next steps.
  • CTAs for the Email generation: The most imperative aspect to this CTA is to give information and details about what people will receive if they do sign up for your emails or other opt-in services. Set clear policies on when or how often your audience will receive emails or notifications. Make it a quick sign-up process. Many companies have started to utilize the Facebook login option to facilitate the process, but your company must still guarantee privacy so that customers are sure they want to opt-in. Other companies have turned to more unique sign-up or sign-in pages, making it a more personal and fun experience in which the company can start a better relationship with the audience. One last important part of CTAs in the email generation is to make it known if access and services are free or not, because this can be a big factor if a person actually opts in or not.
  • CTAs with primary and secondary options: The first step is to decide which CTA has higher priority to your business. This allows your company to easily determine the placement, size, and colors used for the primary CTA, and then a less important placement and a less eye-catching typeface for the secondary action. Many businesses that have two actions use different colors (think cold versus warm color) to direct viewers to the higher priority option. For example, Top Chef University’s website has a “join now” button in orange and a “24 hour trial” button in white. This would mean that to Top Chef Universitythe “join now” action is most likely the more important action. This button is also placed to the left, so since we read from left to right, viewers should see this button before the other. There are also many other options, so it is important to keep webpage context in mind when designating how to place and create the primary and secondary options. Another way many companies display the two is to display the primary option as a button on the webpage and only hyperlink the secondary option.
  • Segmentation: Facilitating segmentation can often be difficult on webpages, because some people consider themselves in a different category than you, as a marketer, might. One way many companies have solved this is to let the audience decide which segment they belong to. Your company should diversify the images and colors of the different segments so people understand that they are in different sections of the website. Remember, it is the context, not content, that usually varies in segmentation. The studentand parentsections on University websites are different because, though students and parents both need to know about tuition costs and meal plans, they may have different primary concerns and questions, so slightly changing the context of how the information is presented changes how viewers respond to it.
  • Make use of video: Videosoften are better than text for explaining complicated ideas quickly and easily with more emotion. They also create a more tangible vision of a product or service, giving it more value. The combination of these two things can persuade a person to take action more quickly, which is excellent for business! A video could be the call-to-action in itself or your website could simply offer a link to the desired video. Either way, videos are more likely to intrigue a person and also go viral, giving your business some unexpected publicity.
  • Use Unorthodox shapes: When your business uses different shapes, such as rectangles with rounded corners, ovals, stars, or other objects instead of standard circles and squares it shows unconformity and, additionally, ensures that your audience knows your call to action is not just part of another banner ad (like a standard rectangle implies). Varying the visual elements on the website gives a sense of quality. The London 2012website does this through use of this year’s Olympic logo and slanting lines that aren’t found just anywhere. Many times locally-owned restaurants or boutiques use hand-drawn images to demonstrate the sense of homemade goods and local service. Another example of a novel image to use is that of a post-it note. Many people use them for to-do lists or to get things done, so it can give the audience a sense of productivity or action, just like an arrow is considered a psychological way to get people to click onto the next step.
  • Reducing viewer anxiety through CTAs: Information privacy is very important to consumers at this point in time. Make sure people know that your company won’t use their information for unauthorized activities and clarify why you need certain information in order to sign up for your company’s services or emails. One way to get many people to trust your company using their information is to use the VeriSigncheckmark. This is a trusted symbol that has accreditation and will give your company the same trust.


Calls to action easily grab the attention of your audience when executed properly. Using a variety of tools and techniques makes for an exciting webpage and an excited viewer. If you have any other questions on how to use calls to action to better your website or in general, feel free to contact custom creative!


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