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Salsa Blog

How to Create Effective Landing Pages for Your Nonprofit: Tip 5 Your Call-To-Action (CTA)

by Sarah Phillips, Search and Social Specialist, Media Cause
This was orginally posted on mediacause.org

There are 7 main elements that make up the anatomy of a landing page. Each post in this 7 week series will briefly describe one element with related tips on how to create a successful landing page. In previous weeks we discussed Tip 1: The Headline, Tip 2: Copy and FormatTip 3: The Image, and Tip 4: The Form.

The next element to focus on in creating an effective landing page is number 5 above, the Call-To-Action.

5. Call-To-Action (CTA)

Your CTA is the action you are asking the user to complete (such as download a fact sheet). You want your CTA button to be engaging and relevant to your offer – Your goal is to create an effective CTA button that grabs the user’s attention and entices them to click.


  • Text such as “Click Here” and “Go” perform better than “Submit”.
  • Use negative space effectively – Make your CTA button stand out from surrounding content and command attention by incorporating blank space between your content and your CTA button.
  • Size - Make your button large enough to stand out without overwhelming the design.
  • Color - Make sure the color you use sets the button apart without clashing with the page’s overall design. Contrasting colors are a good way to make your CTA stand out more.
  • Language - Use simple and direct language. You want visitors to know exactly what they’ll get when they click.

Topics: Strategy Marketing