The call-to-action (CTA) is a button that invites the user to take a desired action.
It's important that the CTA not only invites the visitor to take action, but also promotes the added value that the visitor can benefit from: think of it as a "call to value".
What makes a good CTA?
Clear hierarchy
If possible, it's advisable to use a single primary button per page to highlight the most important CTA. It should be differentiated by other secondary CTAs.
Prominent position
The button should be placed as close as possible to the visible field of the page – if possible above the fold (no scrolling required) – provided that the action and flow make sense.
Concise label
The label of the CTA should be as short as possible and speak for itself.
Clear wording
The CTA should be worded in a way that explicitly states the action you would like the reader to take. Phrases such as "click here" or "read more" should be avoided.
Examples of actions
Main action on a page
Main action on a page
- Fill out the contact form (convince prospects to contact)
- Fill out the contact form (existing clients to contact with us / CA)
- Download the report (build brand awareness / educate)
- Download the gated report (generate new leads)
- Subscribe to the newsletter
- Leads to other content (e.g. articles, product and service pages)
- Resolve your issue independently (go to FAQ, instructions, tutorials)
- Contact us by form / phone / visit a branch (e.g. P&C contact us page)
Additional action on a page
Additional action on a page
- Leads to other content (e.g. articles, product and service pages)
- Contact us by form / phone / visit a branch
- Subscribe to the newsletter
- Resolve your issue independently (go to FAQ, instructions)
Types of buttons and CTAs
Primary brand buttons
Primary brand buttons
Secondary buttons
Secondary buttons
