Most websites don't clearly ask for anything. That's a choice problem, not a design problem.
A good call-to-action uses a concrete verb that says what is happening, lowers the threshold as much as possible, is visible without scrolling and is repeated on long pages. One main action per page works better than multiple equivalent buttons.
STEP BY STEP
This is how you approach it
- Choose one main action per pageFive equally striking buttons means no choice. The visitor then chooses the easiest option: clicking away.
- Say what happens after the click'More information' doesn't promise anything. 'See what a website costs' tells exactly what follows, and that increases both the click and the satisfaction afterwards.
- Lower the threshold'Request a quote' sounds like negotiating. 'Schedule a free consultation' requires half an hour. Same visitor, different behavior.
- Make one visible without scrollingAnyone who comes in already convinced should not have to search. Repeat it later for those who want to read first.
- Remove the objection just beforeNo obligation, no obligation, response within one working day. Exactly the questions that would otherwise come by email.
- Provide contrast, not necessarily colourA button must stand out against its surroundings. Which colour that is depends on your design.
PITFALLS
What it costs to apply
Multiple equivalent actions next to each other is the most common mistake. Choose one and make the rest clearly secondary.
And vague texts. 'More information', 'read more' and 'click here' say nothing about what is happening, and that is exactly the uncertainty that makes people hesitate.
- Not multiple main actions — no choice is clicking away.
- Not 'more information' — promises nothing.
- Not just at the bottom — he who is convinced does not seek.
- A concrete verb — plan, view, calculate.
- A low threshold — conversation beats quotation.
- Remove the objection — just before the button.
FREQUENTLY ASKED QUESTIONS
More about conversion
How many buttons can a page have?
One action, repeated as many times as the length warrants. That is different from five different actions. If you want to offer two routes, make one clearly primary.
Does a red button work better?
Contrast helps, colour itself does not. What it says and where it is placed weighs more heavily than which colour you choose.
Why do you ask for a consultation and not a quote?
Because a quote only makes sense if we know what you need. Half an hour costs you less and gives us enough for a fixed price instead of a shot in the air.
CONTINUE READING
Of course, continue reading about this subject.
More requests from the same visitors?
We look at your pages and tell you where visitors are dropping off.