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Whenever a new visitor arrives on your website, they're there for a specific reason. Maybe they want to make a purchase. Maybe they want to learn more about your products and services. Regardless, they need to be able to accomplish that goal as easily as possible or they'll only end up hitting that "Back" button on their browser.

Likewise, you probably have a specific action you want them to take. Perhaps you're trying to increase email signups or collect contact information. You might have a new promotion to showcase. If you want someone to take that desired "next step," you need to make it beyond clear what it actually is and why it's important.

Both of these ideas are why calls to action - otherwise known as CTAs - are crucial in web design. They're also, unfortunately, the element that most people don't pay attention to until it's far too late.

Why CTAs Matter


One of the biggest reasons why CTAs are so essential is because they're powerful navigational tools. This is true not only in terms of helping someone figure out how to use your website, but also with regard to moving them from one end of the sales funnel to the other, too.

A well-placed CTA means that people don't have to guess about what to do next. Thanks to a CTA they know that they can "click here to download our new white paper," or "click the button below to subscribe to our newsletter." They immediately know whether or not they want to do either of those things and thanks to the call to action, they also know exactly how.

But for the best results, a call to action needs to be more than just a simple button or link. They should be accompanied by some type of offer or description of what people will get when they give you the click. The goal is to get them as interested and as excited as possible to take that step, so you need to give them a little more to go on than just the standard "Click Here for More Information."

Likewise, you should resist the urge to include too many CTAs on a page or you might confuse people, which is obviously the opposite of what you're trying to accomplish. Finally, always make sure that any CTAs you're including in the form of buttons are big enough to be easily selectable on both mobile devices and desktop computers. You don't want to potentially cut off a significant portion of your audience simply because the button isn't easy to select on a smaller device with a touch-based interface, like an iPhone.

To find out even more information about why crystal clear calls to action are so important, or to learn about other web design elements that you need to be paying careful attention to, please don't delay - contact InfoStream today.