So far in our series, we have examined the different elements of a website and the design process. We have discussed website navigation, content, photography, and footer. Now we’ll talk about a specific tool to turn a passive visit to website into active engagement—a “call to action”.

One of the best marketing devices on the web is a call to action button or icon. This item shows potential clients exactly what the first step is working with your business. We’re used to seeing “buy now”, “sign up”, “tell us more” or “free trial” buttons. These types of buttons on your website are usually large, and dominant on the page because basic web design trends towards the largest, brightest, biggest items are the most read, seen, and viewed as most important. When planning your website consider what you want visitors to do when they get to your site. Do they need to contact you to setup a consultation? Should they buy something? Should they explore a free trial?

Of course, we’d love for visitors to linger at our sites for hours reading through each and every carefully selected word. The reality is that websites are a quick read and it’s important to order your information through a visual hierarchy. In today’s world we are constantly battling for each other’s attention. Strategically placing call to action buttons throughout your site make it easy for your future clients to understand how to interact with your business and get the most of what you offer.

In future posts, we’ll explore some of the others levels of this visual hierarchy we mentioned. For now, begin thinking about what you want people to do when they are impressed by your new, professional website. To succeed we must  capitalize on the work your images, content, and website design do for you.

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