Every web page deserves a call to action

| 16th November 2009

Save website visitors a few valuable microseconds

The easier and faster you can make the process of finding information, the more likely website visitors are to stay longer and convert to customers. Which is why it’s a good idea to include a call to action on every web page.

But what is a call to action? Simple. It’s an instruction. Strong, timely calls to action tell your website visitors what to do next, so they don’t have to figure it out for themselves. Here are some examples.

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Plus here’s a handful of tips to ensure your calls to action earn their keep:

  • Make them easy to spot – give every call to action its own header
  • Make them short and snappy
  • Include one prominently on every page of your website
  • Tailor calls to action to the contents of each page
  • If your page is long, place your call to action towards the top so it is visible in the upper half of your site
  • Make sure it sits comfortably within the copy
  • If your page is two or more full screens long, add another call to action at the bottom (and think about shortening your copy… but that’s another story)


Category: copywriting and marketing 2006-17

By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I've had a passion for words all my life and this is my fourteenth year as a freelance writer. In my spare time I draw, paint, sculpt, carve, garden, read, decorate, write poetry and enjoy long distance hiking. I sing and play the recorder. I'm a member of The Poetry Society and the Labour Party. And I am an experienced volunteer shepherd, a 'Lookerer'.

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