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Most website design is decoration with no purpose.
A Call to Action (CTA) on a website is an instruction to the visitor to encourage them to take some kind of action. A Call to Action might be simple instructional text, such as “call us now”, “find out more”, or “subscribe to our Newsletter”.
After devoting time, effort, and money into creating a website to promote your services and products, the last thing you want is your visitors to leave without taking any action. By encouraging the visitor to take action, rather than merely reading and leaving your site, Call to Actions are simple and effective ways to generate conversions and ultimately boost sales.
The simple task of placing concise and easy-to-read CTAs on your website comes with several benefits to your business.
Different types of call to action include: contact form submissions, subscribe to newsletter forms, callback forms, direct dial links, signup forms, free trials and more.
The entire purpose of your website (or landing page) should be to get the visitor to complete the call to action. If that call to action is a phone call, then the content and design of the page should capture the interest of the visitor, inform and/or entertain them and giving them an incentive to perform the desired action. Nothing on the page should distract from the single purpose.
Many websites have no clear purpose and act as unstructured knowledge dumps. Visitors may find it hard to find the information they are looking for or may not know the best way to contact you or how to move to the next step in the buying process.
Modern web design supports content strategy to focus users on the call to action. Anything else is a waste of traffic.