Following on from our previous entries in our Seo Jargon Buster series, where have looked in-depth at meta descriptions, title tags, image alt tags, and keyword research, we will be explaining the importance of call-to-actions for your website’s SEO campaign.

What is a Call-to-Action?                                                                                

When discussing the user experience of your website and trying to get these to convert, call-to-actions cannot be ignored.

A call-to-action is an element on a page that prompts your visitors to complete a positive action on your website, and these positive actions are also known as “conversions”. A conversion can be, but is by no means limited to, a completed purchase, a form submission, a newsletter sign-up, or reaching a particular page on your website.

While a call-to-action usually appears in the form of a button, it is not unheard of for banners and text links to be utilised in this way too. All of these should trigger the user into completing a conversion, and there are a number of practices to observe to ensure your calls-to-action are as effective as they can be.

What Makes a Good Call-to-Action?

Keep it clutter free. When a call-to-action is added, it should not be surrounded by other elements that will demand the user’s attention. For example, it would be unwise to place social share icons in the vicinity of the call-to-action, as this could hinder users from converting.

Add some urgency. A good call-to-action will always promote the benefits of the user converting as soon as possible. This practice is often seen on e-commerce websites, using tactics such as “buy now before they sell out” or “only one slot available”.

Make sure it can be seen. It is important to ensure that the call-to-action can easily be found by visitors to your website, so make the button large enough so it can be located without any trouble. However, it is also imperative that you do not go too far in the other direction, so ensure the call-to-action does not become overbearing and intrusive on the webpage.

Be succinct. Make sure your potential customers get your message by making your call-to-action text as short as it needs to be. There is no need to clutter your page with a large button with “Buy this product now and get a 50% discount” when “50% OFF” will suffice.

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