Of all of the pieces of your website that needs to be impeccably clear, a call to action is arguably one of the most important. Bringing visitors to your website is irrelevant if you give them no instructions once they get there. Whether it’s as simple as signing up for a monthly newsletter, or as in depth as making a secure online purchase, the only way a visitor will know what you want them to do is if you tell them.
The application of a clear call to action can be done in a number of ways. different colored text, bold and clearly stated so nothing can be mistaken. Using graphics such as animated or flashing buttons is mostly frowned upon, but a static button which stands out from the background is entirely acceptable. It’s been found however, that using terms like ‘click here’, ‘submit’, and ‘go’ can be one of the absolute worst phrases you can use.
If you’re using the graphical approach to initiating a call to action, some of the same basic rules to website construction apply. Building the button in an elegant way which accents the website is strongly advisable as opposed to the garish flashing gif or flashing button. As for the text or message to be delivered, keeping it simple and to the point is the best idea. Using clear terms like ‘Download our annual report’ as the text of your graphic is a stronger and clearer statement than the ubiquitous ‘Click here!’.
So as a rule, when you’re auditing your own website you need to be certain you have a clear and visible call to action. If you’ve found that your bounce rate has been increasing, and overall your traffic is down, a quick rundown of your home page is definitely in order. It would be a shame to lose valuable traffic and customers because you don’t have a purpose for your visitors.