Call To Action Points

Everyone on the Internet nowadays have very little patience. You want to get your message across right away to your audience. You want them to find things quickly and we should design sites to aid them. One of the most important ways to do this is with various call to action points.

A call to action is a prominent section on a web page that we want to guide the user’s attention to. The focal point is the eye-catching centerpiece of the page; it stands out and is distinct than other components. By designing certain areas on the website, we create and emphasize on the areas we want the user to focus on and get the message across.

It’s best to have a single call to action. Whether it’s a form to collect the information or a button to lead them somewhere else. Find the most important thing on the page, and then accentuate it. Your call to action should relate directly to the goals and
calltoaction-150x62priorities of the website.

It’s possible to have more than one call to action, but I recommend focusing on one main focus point. Putting a lot of call to actions on a page is the same as having none at all because, then, users won’t be able to differentiate which one’s the most important.

If there are more than one call to action, they should be distinguishable, differentiate them from one another with variety in size, color, position, visual weight and other distinction techniques.

Location of Call to Actions

The obvious choice is on the homepage. I would agree but most people tend to forget about the other pages in a website. All web pages should have call to actions that gives the user quick access to the most important piece of information on the page.

Also if your website is lengthy and users have to scroll up and down, I recommend placing the call to action in the header. For websites that don’t have to scroll, you can be a bit more creative on placement and imagery of your call to action.

Examples

Personally I like using typography for use of call to actions. Like sizing, coloring, spacing (between characters and lines) and typeface are the factors that can be manipulated for increased emphasis of textual elements.

Typography is the easiest way to grab the attention of your visitor. Also your basic buttons and banners work as well, just make sure it stands out and it’s emphasized. An example of typography use: http://www.coreymade.com/

Buttons are the most popular elements used for call to action. Big buttons are almost on every website because of the high visibility and the descriptive labeling. They are the best way but don’t over use this method as they might lose its effectiveness. An example of button use: http://www.mozilla.org/en-US/firefox/new/

Graphic illustrations are used without needing a lot of description. The visual components are an obvious hook for the visitor to the site. An example of this here: http://carsonified.com/

The use of Whitespace is the simplest way to draw your visitor’s eye to the call to action. Apple executes this perfectly. http://www.apple.com

Conclusion

Every website and all the pages in it, should have a call to action that’s useful and attractive to its users. There are many of methods of getting your visitors attention these are just some.

 

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Insight written by Bryan Villanueva

Creative Director at Rand Group

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