What Are Good Calls to Action for Web Sites?

A solid and inviting call to action can drive thousands of dollars worth of business through your web site ecommerce portal. Alternatively, a poorly placed or overly zealous call to action schema can turn away customers who might otherwise be interested in your services, subscriptions, or catalogs. Here is a list of do’s and don’ts for setting up your web site call to action.

Assuming that you employ a standard 800/600 pixel homepage, make sure to feature your call to action prominently in the upper half of that rectangle. Internet web site visitors have notoriously short tempers when it comes to bad site design. If a visitor can’t immediately locate where and how to make a purchase, sign up for a newsletter, or find help, chances are you might lose a lead instantly.

After maximizing your use of space, make sure to link up your call to action with other relevant resources. For instance, if you are promoting a call to action for an online lamp store, and you are discussing various models and makes of light bulbs and lighting fixtures, include informational resources to these products as highlighted hyperlinks. Provide easy to reach information, and you’ll overcome the negative inertia that drives web site users to search for greener pastures.

In addition, find a balance between being clear and forceful and being overly promotional. If you put your call to action link ten times in your homepage, for instance, you’re going to give the appearance of being desperate. Conversely, if you meekly offer your call to action in small font or on a non-homepage, you could fail to provoke interest among your web site visitors.

Given these and other aforementioned parameters, designing an optimized call to action web site link can get quite complicated. Test and refine your call to action links by designing multiple incarnations and allowing the marketplace to decide which one yields the best results for your web site.

Use metrics to measure conversion rates and to time precisely when visitors leave your web site, so you can correct any off-putting language, hard to load images, or confusing navigations. Don’t worry about perfecting your call to action schema -- instead, focus on achieving preset benchmarks and soliciting feedback to continue to improve.

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