Design e programação criativa na web.

Every website should have a call to action, a response you want users to complete. But how do you encourage users to act? How do you create an effective call to action.

1. Lay the groundwork

2. Offer a little extra

3. Have a small number of distinct actions

4. Use active urgent language

5. Get the position right

6. Use white space

7. Use an alternative colour

8. Make it big

9. Have a call to action on every pagee

10. Carry the call through

Read the full article at boagworld’s web.

It is not just the position of your that matters. It is also the space around it. The more space around a the more attention is drawn to it. Clutter up your with surrounding and it will be lost in the overall noise of the page.

PlanHQ does an excellent job of focusing of their calls to action by surrounding them with a lot of empty space.

PlanHQ homepage

PlanHQ draws attention to their calls to action by surrounding them with empty space.

7. Use an alternative

is an effective way of drawing attention to elements, especially if the rest of the site has a fairly limited palette.

Things (the GTD application for the mac) does this expertly on their website. While the rest of their site is predominately muted blues and grey, their calls to action are highlighted orange. This extreme contrast leaves you in no doubt as to the next thing you should do.

Things homepage

The Things website draws attention to its calls to action by using a constrasting colour

Of course never rely solely on because many are blind and will not see the contrast.

8. Make it big

As web we often get annoyed with who ask us to make things bigger. It is certainly true that size isn’t everything. We have already established that position, and white space are equally important.

However it cannot be denied that size does play a large part. The bigger your , the more chance it will be noticed.

Mozilla have certainly taken this approach to heart on the firefox homepage where their download link dominates the page.

Firefox Homepage

Mozilla uses size to draw attention to their call to action

9. Have a on every page

A should not just be limited to the homepage. Every page of your site should have some form of that leads the user on. If the user reaches a dead-end they will leave without responding to your call.

Your does not need to be the same for each page. Instead you can use smaller actions that lead the user towards your ultimate goal.

37 Signals understand the importance of having a on each page. At the foot of every page of their Basecamp website they clearly display links to their tour and signup pages.

Basecamp

Basecamp has a call to action at the foot of every page

10. Carry the call through

Finally, consider what happens when a user does respond to your . The rest of the process needs to be as carefully thought through as the itself.

One particular word of warning – if you require to provide personal data about themselves, resist the temptation to collect unnecessary information.

people in particular like to build up demographic information. Although I can appreciate the value of this, it brings a danger will drop out of the process.

WordPress.com is an excellent example of how to minimise the amount of data collected. They only ask for the minimal information required to setup a .

WordPress signup process

WordPress miminise the amount of information required to setup a blog.

Conclusions

An effective is the linchpin of a successful site and involves drawing together best practice in , creative visual and powerful writing.

However, if it is done right it can generate real measurable return on investment and in the current economic climate that is what we all want.

Many thanks to Lee Munroe who found most of the examples I have used in this post.

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