The Missing Website: Call To Actions

Filed under: Business, thefras, Website

Act Now - Red Button

There is no question that the purpose of websites have changed in the last few years.

They have gone from a simple information center about your business and its products/services to a dynamic and responsive sales tool that is designed to answer your potential customer’s questions. It has the ability to capture information and feedback about your clients so that you can ensure you are serving them the best you can.

They can also do double-duty as training centers on your products by creating interactive communities where visitors are welcome to build trust and rapport with your business and industry.

However, a lot of businesses still miss a vital component to their website and that is the Call-To-Action or CTA. A CTA is text or a button on your website urging the reader/visitor to “take action.” The best ones encourage visitors to pick up the phone and call, send an email, download a whitepaper/e-book or fill out a form for more information.

Why? It encourages your potential customer to get involved and take the next step. It gives you the ability to engage with an interested potential customer by finding out their needs and the problem that your product/service can solve.

As websites have changed, so have CTAs. The “Click here to Order” is no longer sufficient. Most people fear the “if I click here, I will end up on their SPAM list” button, so make sure that your CTAs contain the following:

1. A clear Value Proposition. What happens when they click? What are they getting and what are you doing with the information they are giving you? Be honest and upfront. Most important, be true to your word.

2. Make it stand out. Make your colours and design stand out from the rest of the website.

3. Make your words meaningful. Just saying “Click Here” or “Submit” isn’t enough. Use action words that are clear and concise.

4. Use a specially-designed Landing Page. Don’t just dump them on the front page of your website or a standard form. Make sure the page is specific to your CTA. Keep the message consistent.

5. Track the clicks and responses. It’s important to have the ability to track and analyse your CTAs to better understand their effectiveness and if they are reaching your target audience.

This is just a taste of CTAs. They are an important part of your website, but also your emails and social media sites. They are a great tool for ensuring you are attracting the right audience and engaging them.

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Written by:

Robert Fraser

Robert is the President/CEO of The Social Business, a Digital Marketing Agency in Toronto & Ottawa, Ontario. The Social Business can be reached at or see us at See Rob’s BIO here