Essential Criteria for Call to Action

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Never let possible clients have doubts about what is the purpose of your landing page. The landing page Call to action text is the first message addressed to the visitor who just arrived on your page. It must contain an urge that tells the user what to do once he got there, for example: to buy your product or service, to download an ebook, to call you on the phone or to subscribe a newsletter etc.

Make your Call to Action message very clear and make sure the visitor will understand the whole general idea of your page in just a few moments after reading the text.

Always keep your word, never promise something and then offer your visitor a completely different thing. For example, if your CTA message says that you are offering something for free, don’t provide a form for paying the product on the next page. Your clients will be disappointed and will consider that you wanted to fool them. Beside the fact that they will close your page ASAP, they will also make you negative advertising.

Abstain yourself from including in the CTA words or phrases like “Awesome”, “Amazing” or “You will not regret”. Try to be realistic and to make a serious image in front of your clients, not to look like you are desperate.

Design the CTA to be the easiest and the first thing you will observe on your landing page. The chromatic is also very important, create a high contrast between your CTA message and its surroundings.

Do not position it where it’s hard to be seen, for example at the bottom of the page. Repeat the message all over your page so the user knows what the desired action is.

Always personalize and localize the call to action. For example, if the customer is supposed to call a phone number after reading the CTA, provide a toll free number or geo-targeted local codes.

Not every customer may decide immediately if he wants to purchase your product or not. It is common to have additional questions about the products you are going to buy, this is why a secondary CTA designed as a downloadable brochure would be very beneficial. Also try to provide your clients more methods of contacting you, like phone number, email or skype.

Display your call to action message everywhere this is possible, PPC, social media link, banner, email and through all your landing pages.

Make the call to action message to attract the user’s full attention and don’t offer him the possibility to navigate away from your page unless he completed your purpose.

Write your message on a tone appropriate for the products or services you are providing.

 

 

 

Cliff Lin

Cliff Lin

Internet Marketer
Cliff is an Internet Marketing guru with extensive experience in ecommerce and internet marketing roles. He has solid small business background, successful ecommerce experience, and internet marketing expertise. He is capable of implementing the latest interactive marketing tools for company, as well as backend information systems to maximize efficiency.