You've just spent hours on creating a new content offer that helps your prospects solve a particular industry-related problem. You also built a landing page on which these prospects can submit some of their contact information in exchange for that offer. Now what?
It's time to design your Call-to-Action! The CTA is the image you place throughout your website that will lead traffic to that particular landing page... and help generate leads!
Of course, your CTA design should be enticing, aesthetically appealing and thoughtful in order to inspire the user to engage and take action. Honestly, it doesn’t matter how educational and valuable your offer is if no one ever clicks on the CTA and misses the opportunity to read it. Designing a CTA and slapping a button anywhere on your website isn't going to drive conversions. Below we'll explore what makes for a winning CTA design that facilitates greater click-through rates.
A CTA that isn't sized correctly can drastically affect its performance by making it look cheap and out of place. There should be enough space around your Call-to-Action so that it flows naturally with the rest of the content on the page. You don't want your image to butt up against text, yet you certainly shouldn't place it so far way that there is too much dead white space in the middle of your copy. (Here's a nice post by Unbounce that talks about choosing the best postions for your CTA.)
Below are some standard sizes to help you get started on your CTA design.
The imagery should inspire and compel the user to taking action. It should also match the same design aesthetic and imagery of the landing page to which it is linking. If one image is designed into your CTA and then the landing page hosts another image with an entirely different feel, there will be a disconnect for the user and it will likely negatively impact conversions.
When incorporating images, photography, etc. into your Calls-to-Action, it's important to choose visuals that will work for varying sizing. Moreover, an image that will work for horizontal CTAs isn't always going to be the best fit for a vertical CTA. I look for images that have a lot of open space around the focal point. That way when you have to adjust the image to fit varying sizes, you lose some of the open space but maintain the important part of image.
All of these considerations combined can help you create better performing CTAs. If you're looking for additional tips, check out another post we published on CTA design here. And always feel free to reach out to us if you want to have a more in-depth discussion about web design!
Doug Orleski has been a Design Specialist at PMG since 2013. He’s an Adobe extraordinaire, with specialties in Photoshop, InDesign and Illustrator. He’s a big picture thinker – no, seriously, he thinks in pictures, so when he’s not grappling with shifting to word-based work, he’s writing about techniques in streamlining design, customization techniques and optimal image selection.
Tags: Website & Graphic Design