Getting the Skinny on Your Landing Page: Utilizing the All-Important Call to Action

by Andrew Larson
Published 8-10-2015

Everything you've been working up to this point is hinged on your call to action. Not only does this work to drive traffic to your site, it also helps direct people to the important information that they need to buy or sign up for your good or service. To get the best results, you should always include a large, visually highlighted, contrasting set-up for your call to action form that grabs their attention and pushes them in the direction that you want. Buttons work great for this purpose because they help focus the viewers’ attention to the form behind your landing page, because you're not submitting every single viewer to your form, which could be lengthy and distract away from them being impressed with the service that you're offering. GOOD call to action approaches use words like "act fast", "call now", or "click here!", but it depends on the circumstance.

Your call to action doesn't always have to be a button, but it helps for the overall user experience of your webpage (UX), and the manifestation of people buying a good or service is more easily projected when they have the option of clicking directly on your interface to perform a suggested action that leads them directly to a more specific form that provides their good or service.

A good design for a call to action button would integrate forethought and planning about where people would travel on your website- which is called your heat map. A heat map helps you design your template to best place the options that you're supporting, because you'll know where people click, how their attention is focused, and how best to draw their eye where you want it to go. It's all about effectiveness.

Size is Power

When you're designing a web page, the overall size of the elements that you use in your webpage will be more and more relevant depending on the elements surrounding it, which indicates its overall importance. As mentioned previously with headlining your webpage, your call to action should be similarly sized to enhance its view ability. At this point in time, it's vital to size our your current approach to the actions that you want to deliver, and decide exactly how you're going to approach the topic. Using an action button that's approximately twenty percent bigger that the logo and information around it helps bring people's attention to your call to action, which is much easier with a button, rather than simply having it on the page. While web pages may have several reasons that you should buy a product, your most important call to action should be emphasized the most so that viewers recognize it from other information on the page. While we recommend keeping it simple for viewers to identify what's important and what's not important, you must understand that the information that you're presenting is less important than the call to action itself, which is why it's more prominent, ESPECIALLY in a landing page design.

The way that you position your call to action buttons becomes more and more critical to drawing the attention of your viewership than ever before when you're trying to make your information stand out. More often than not, the call to action is in the first place that a viewer would see, rather than being hidden by information. A good call to action trusts that the product is good enough to bring attention back to the button, so it's placed high on a webpage so that all viewers know exactly where it is for reference and can go back to it and click it when they're ready to buy the product, good or service. Regardless of where your conversation takes them, you want to make sure that your call to action is easily recognizable and provides them with enough information to make an informed decision on your product. You can also center your call to action in a funneling method to further suggest it's importance, like in the example below:

 In the example, the most important information is tagged in a way that people understand. The headline is important, the sub-headline describes why the service is the best, and the call to action brings in information in a helpful way- it provides information about the above two statements. While your call to action doesn't have to be complicated, it does have to be effective.