9 Call to action plays

Craft effective and persuasive Call-to-Action (CTA) copy and buttons.

A good CTA button is only as good as the copy that leads the reader to the end of the page and the product it represents. However a simple adjustment to your CTA button could still make a big impact on your bottom line.

We’ve collected the most effective call-to-Action best practices in one place.

Use legible font

Make your call-to-action button text easy to read.

Remove choice to help making decisions easier

We are more likely to make a decision when there are fewer options to choose from.

Place the first call-to-action above the fold

Although, depending on the situation, it can be expecting too much of the newly arrived user.

Ensure appropriate text and button contrast

So what color will make visitors more likely to click? Sadly, it’s not that simple.

Use first-person copy

Using first-person copy (“me”) rather than second person (“you”) can help establish a more personal bond.

Emphasize a sense of urgency

If something is being promoted as being scarce, it is perceived as being of higher value.

Encourage action in button copy using command verbs

A lack of clarity on what a button does will hurt your conversion.

Write concise button copy for high-ratio of ideas to words

Leave no room for unnecessary words in the button text.

Combine header with a button to increase clarity

Our attention span as humans is short, so don’t fear repeating your key message throughout your page.