What is a Call-To-Action (CTA) and How Does it Affect Web Design

Web Design
April 01, 2021

What is a Call-To-Action?

Buy now. Contact us today. Sign up here. These are all examples of a Call-To-Action (CTA). A CTA is a marketing term which basically refers to the next step (the action) that you want your audience to take.

How does a CTA affect web design?

In order to maximize the effectiveness of a CTA on your website, you’ll want to consider a number of things, from placement to wording and even colour and font style. An effective CTA can increase conversions, from boosting revenue to growing your customer base. Therefore you want to make sure your CTAs are clear and visible, contributing to an overall intuitive user experience.

When it comes to designing your website, strategically placing the CTA on a web page can help ensure visibility. For example, you may want to consider placing a key CTA ‘above the fold’ to make sure visitors don’t miss it when landing on that page.

Need to brush up on terms like ‘above the fold’? Here are some cheat sheets for commonly used terms in web design and development!

Commonly used terms in web design & development – Part 1
Commonly used terms in web design & development – Part 2

Furthermore, the best CTAs are visible and naturally grab the user’s attention. When you are deciding on your website’s color palette, make sure to include a color that will “pop” (contrasts against the rest of the web page) so users are naturally drawn to the CTA block, button, etc. Another method is to use graphical elements that naturally lead the user’s eye to the CTA.

Don’t forget that copy (the actual text) is equally as important. You’ll want to choose the right words that will convince users to take action.

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