For our 5th installment of all things nice in the world of design, we wanted to talk about how a website can use design to promote more usability and to actually convert visitors into sales or lead generation. Many people get so caught up in design, they forget the basic function of the website. The primary purpose of a site is to try to create custom for the business. However, there is a fine line between the design of a site and the call to action.
A call to action is a simple marketing tool in which design is implemented to direct visitors to a specific or desired action. With web design this can be often seen where people are directed to form fill-ins and contact pages. With many online retail websites using call to action to attract customers to buy their products it can be the difference between more sales or less. A clear and eye catching call to action in an optimal part of the web page can make all the difference.
Good examples of successful call to actions can often be seen from charity websites. These website heavily rely on call to actions to promote donations from their visitors. Most have very striking call to actions that are well deigned to entice people to donate. An example of this can be seen from the Scottish SPCA website. Here there is a donation button that is obvious and clear to users while not being too in your face which can be off putting.
However, getting the call to action just right can be easier said than done. Another example of a charity website that could have a slightly improved call to action is Children 1st. Here, the donations button is at the top of the page where many people may glance over. Also the size and colour could be changed to make it stand out. So this site could benefit from re-thinking the position, size and colour of their call to action to attract more visitors to the sites desired function.
If you need help with your websites call to action, then get in touch!
Tags: call to action, lead generation, marketing, sales, web design
