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 Format, Tip 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.