In a previous post, we discussed the importance of consistency in the visual elements of your website. Today, I want to dive deeper into how consistent design and logical placement of your Call to Action (CTA) buttons can improve user experience and conversions.
What is a Call to Action?
If you’re unfamiliar with CTAs or want a refresher, here’s a quick recap. A Call to Action is the button or link you want visitors to click to take the next step with your business. Examples include:
“Call me!”
“Book an appointment”
“Buy now!”
The CTA button is crucial for driving engagement and encouraging visitors to take action. But how do you ensure your CTA stands out and is easy to find?
Design Consistency
Your CTA buttons should be easy for visitors to spot. To achieve this, the design needs to be consistent across all pages. Choose a contrasting color that stands out from the rest of your website’s color scheme. This makes it visually prominent without clashing with your overall design.
In addition to the color, keep the button shape and font the same. For example, if you use a rounded button with a bold font on your homepage, make sure the same style appears on every page. Consistent design builds familiarity, so when a visitor is ready to take action, they can quickly recognize and click your CTA.
Consistent Wording
While it’s tempting to change the wording of your CTA across different pages, keeping it consistent is often a better choice. Whether it’s “Call me” or “Book an appointment,” using the same phrase ensures clarity. Your visitor will know exactly what they’re clicking on, and it reduces any potential confusion.
The goal here is to train your visitors to recognize the CTA, so when they’re ready to act, they don’t have to search for it.
Logical Placement of CTAs
It’s not just the design that needs to be consistent—where you place your CTA buttons is equally important. Logical and predictable placement makes it easier for visitors to find and use them.
Typically, the most effective locations for a CTA button include:
Top of the page: In the header or near the top, ensuring it’s one of the first things visitors see.
Bottom of the page: As users scroll down, having a CTA at the bottom gives them a clear next step.
Within long pages: If you have a longer page with a lot of content, consider placing additional CTA buttons throughout the page at strategic intervals.
Consistency in placement ensures that no matter where a visitor is on your site, they can easily find your CTA when they’re ready to take action.
Takeaway: Make It Easy for Visitors to Act
The main takeaway is to make it easy for visitors to engage with your website. A consistent, contrasting design and logical placement of your CTA buttons help users quickly recognize and act when they’re ready.