A good website design should not only be pleasing to the eye but it should also communicate your message and guide your visitor towards an action.  This is usually called CTA (call to action).  I have found a good article where Jacob Gube explains the importance of “Call to Action Buttons”.  You can find a short summary of key points below.

View the full article here: Call to Action Buttons: Examples and Best Practices

Size

Grab the attention of your visitors with a button larger than the surrounding elements.  The larger the button, the more visually important it is.  Vary the sizes of the buttons if you have multiple call to actions on your page to match their importance.

Position

Place the CTA buttons where it can be seen when a visitor first arrives.  Give the buttons a good position such as the top right corner of the page where it will be quickly noticed and seen by many.

Whitespace

Use whitespace around the CTA button to make it stand out.  You can always make the button appearance to be connected to your text or you can increase the whitespace to seperate it completely.

Colour

Use highly contrasting colours from your background to make the button stand out and get noticed.  Just make sure it doesn’t look like a circus parade.

More buttons

Add more buttons next to the main action to increase the conversion rate.  Use a “learn more” or “buy now” to convert someone that is still unsure about the decision.

Urgency

Add some urgency to the buttons by using bold and confident words.  You can use the perception that waiting could create penalty or a missed opportunity. Using a introductory price will suggest that waiting may result in a higher price later.

What to expect

Tell your visitors what they should expect from your CTA.  If they sign up for your newsletter, will they receive updates monthly or weekly?  How big is your download?  Is it free?

A call to action process is quite an important aspect if you want to guide your visitor to take action.  Leave a comment below if you require more information about the call to action process or other web page optimization information.