How can you design a website with multiple calls to action?

A call to action (CTA) is a phrase or button that prompts your website visitors to take a specific action, such as subscribing to a newsletter, downloading a guide, or buying a product. Having multiple CTAs on your website can help you achieve different goals, such as increasing conversions, generating leads, or building trust. However, designing a website with multiple CTAs can be challenging, as you need to balance clarity, relevance, and urgency. In this article, you will learn how to design a website with multiple CTAs that appeal to your audience and guide them through your sales funnel.

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1 Identify your goals and audience

Before you create any CTA, you need to have a clear idea of what you want to achieve and who you are targeting. Your goals and audience will determine the type, number, and placement of your CTAs. For example, if your goal is to get more email subscribers, you might want to use a pop-up CTA that offers a free resource in exchange for their email address. If your audience is composed of different segments, you might want to use different CTAs for each segment, based on their needs, interests, and stage of the buyer journey.

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Damla H.

Website Design & Development for Service Businesses & Creatives I On-Brand & Search Engine Optimized I 10+ Years of Marketing Experience I WordPress, Web Design, Content Marketing, SEO, Email Marketing
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Understanding user personas and their needs is fundamental when it comes to CTAs. CTAs should align with users' expectations and provide solutions to their problems. Tailor the language to resonate with the target audience, addressing their pain points directly.

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2 Use different types of CTAs

There are many types of CTAs that you can use on your website, such as buttons, links, forms, banners, sliders, or overlays. Each type of CTA has its own advantages and disadvantages, depending on the context and the action you want to elicit. For example, buttons are great for direct and simple actions, such as "Buy Now" or "Sign Up". Links are more subtle and can be used for secondary or related actions, such as "Learn More" or "Read More". Forms are ideal for capturing information, such as name, email, or phone number. Banners, sliders, and overlays are effective for grabbing attention and creating urgency, such as "Limited Time Offer" or "Free Trial".

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3 Choose the right words and design

The words and design of your CTAs can make a big difference in how your visitors respond to them. You want to use clear, concise, and compelling language that communicates the value and benefit of taking action. You also want to use design elements that make your CTAs stand out and match your brand identity. For example, you can use contrast, color, size, shape, or animation to draw attention to your CTAs. You can also use icons, images, or emojis to add visual appeal and emotion to your CTAs.

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Damla H.

Website Design & Development for Service Businesses & Creatives I On-Brand & Search Engine Optimized I 10+ Years of Marketing Experience I WordPress, Web Design, Content Marketing, SEO, Email Marketing
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CTAs should use concise, straightforward language that clearly indicates the action users are expected to take. Complicated jargon or vague phrases can confuse users and lead to high bounce rates. Consistency in language and design across the website fosters a sense of familiarity. Users should encounter uniform CTAs in terms of wording and appearance, ensuring that they recognize the next steps regardless of where they are on the site.

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4 Place your CTAs strategically

The placement of your CTAs can affect their visibility and effectiveness. You want to place your CTAs where they are relevant and convenient for your visitors, without being intrusive or overwhelming. You also want to consider the hierarchy and priority of your CTAs, so that they don't compete or conflict with each other. For example, you can place your primary CTA above the fold, where it is most visible and accessible. You can place your secondary CTA below the fold, where it is more appropriate and less distracting. You can also use multiple CTAs on the same page, as long as they are spaced out and aligned with the content.

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5 Test and optimize your CTAs

The final step in designing a website with multiple CTAs is to test and optimize them. You want to measure the performance of your CTAs, such as click-through rate, conversion rate, or bounce rate. You also want to experiment with different variations of your CTAs, such as wording, design, type, or placement. You can use tools such as Google Analytics, Google Optimize, or Hotjar to track and analyze your CTA data. You can also use tools such as A/B testing, heat maps, or user feedback to identify and improve your CTA elements.

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Damla H.

Website Design & Development for Service Businesses & Creatives I On-Brand & Search Engine Optimized I 10+ Years of Marketing Experience I WordPress, Web Design, Content Marketing, SEO, Email Marketing
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Testing different CTAs (variations in wording, colors, shapes) and analyzing user interactions can provide valuable data. It helps in identifying which CTAs are most effective in encouraging desired user actions. You can use tools like Optimizely, VWO (Visual Website Optimizer), Crazy Egg or Hotjar to do A/B testing, heatmaps, user engagement, and conversion rate optimization.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Damla H.

Website Design & Development for Service Businesses & Creatives I On-Brand & Search Engine Optimized I 10+ Years of Marketing Experience I WordPress, Web Design, Content Marketing, SEO, Email Marketing
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User experience (UX) principles guide the selection of words and the design of CTAs to create a seamless, intuitive, and engaging user journey on websites. By aligning CTAs with user expectations, providing clear guidance, and incorporating feedback, businesses can enhance conversions and create a positive user experience.

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How can you design a website with multiple calls to action?

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1 Identify your goals and audience

2 Use different types of CTAs

3 Choose the right words and design

4 Place your CTAs strategically

5 Test and optimize your CTAs

6 Here’s what else to consider

Content Creation

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