This Is Why Your CTA Is Not Converting (and How to Fix It)

The calls to action (CTAs) on a website can make or break company revenue goals. Driving visitors to a page is only half the battle. Once people are there, the site must be engaging enough to move them toward the ultimate objective of converting from shoppers to buyers. If a brand has a CTA not converting, it’s time to check out the following factors and determine what changes are necessary.

Here are some of the principles designers should follow for the highest chance of success with CTAs.

1. Use Actionable Language

Vague phrases such as “Info” or “More” don’t encourage action. Instead, use actionable verbs, such as “Get Free Report” or “Sign Up” to drive engagement.

Stick to simple phrases or risk losing visitors with shorter attention spans. Try to come up with something that explains what the user will get when they take the action and why it’s specific to the brand.

Some strong action verbs website owners can use include:

  • Buy
  • Shop
  • View
  • Subscribe
  • Try
vrbo web page screenshot

Source: https://www.vrbo.com

VRBO uses a simple “Book Now” command to encourage site visitors to place a reservation with one of their host locations. The button is blue, which pops against the backdrop of black, white and gray. Each property has a CTA button that follows the user down the page, as they look at photos of the property or interact with the listing.

2. Check Placement

Is the CTA still not converting? Where it’s located on the page can have a huge impact on how successfully it sends users down the buyer’s journey path. Try different locations and use A/B split tests to determine which location on the page works best with a particular audience.

Some users want enough information to make a decision before seeing a CTA button. Others are ready to act as soon as they land and need an option near the top of the page.

3. Make an Offer They Can’t Refuse

Get people to click on the CTA button by making an attractive offer. Give them something free, for a limited time or offer a perk if they convert to a customer.

There are two schools of thought on offering free items to collect leads. Some believe it gives the brand a direct connection to people already interested in what they offer. Others think freebies just attract people who want something for nothing and won’t convert into buyers.

Try different offers and see how the results shake out.

inhub website screenshot

Source: https://inhub.thehenryford.org

A good example of offering something free so people can see what a brand offers is found on inHub. Note the “Join for Free” CTA button right at the top of the page. If the full signup process is rather lengthy, brands may take action to make a free signup for a trial or download simpler. Collecting only crucial information to stay in touch, such as a first name and email address, encourages users to complete the signup.

4. Increase the Size

For a CTA not converting, increasing the size of the button might improve conversions. A mere increase of 20% in size can draw user attention and improve sales. Try making the button easier to find. Move it around, make it larger, make it smaller and see what users respond to.

Every site and every offer is slightly different. What works for one site or even page on that website, may not work for another. Testing is critical.

5. Create a Sense of Urgency

Once users leave a site, they aren’t as likely to return. They may intend to but a million other things distract them from coming back. Whenever possible, create a sense of urgency to drive conversions while having their attention.

Utilize words and phrases such as:

  • Limited time
  • Ends soon
  • X left
  • Buy now
  • Hurry

One note of caution — if the CTA says something is only available for a limited time, don’t extend that time indefinitely. Users should trust a brand to stick to its word. If the CTA or text surrounding it says there are only two hours left to get an offer, it must disappear after that time. The company can create a new offer, but it should not be the initial one.

hulu website screenshot

Source: https://www.hulu.com

Hulu adds a CTA to the top bar of their site to really drive home the point that the offer is for a limited time. They even list the end date so users know exactly when the cost goes up. If one looks at the CTA buttons further down the page, they’ll see in small letters it shows how much the price is going up and why users shouldn’t delay in signing up.

6. Add White Space

One big mistake people make with CTAs is not adding enough white space around them. A bit of negative space sets a button apart and shows the user it’s something important they should pay attention to.

For mobile users, adding white space makes it easier to click on the button on a smaller screen. Since over half of internet traffic is now via mobile devices, it makes sense to create a responsive design.

Figuring Out Why a CTA Is Not Converting

The CTA may not be converting for numerous reasons. Running tests to figure out what works with the brand’s audience is the number one way to improve conversions. Try changing the color of the button, the size, the placement and even the wording. With a bit of trial and error, designers will find the best combination for their audience and wind up with a high-converting landing page that drives growth.


Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.

How to Create a Captivating Project Gallery Potential Customers Want to See

If you create anything from beautiful home decor to websites, you’ll want to showcase your work so potential clients can see the possibilities. Think about the designs you’re proudest of and how you can best highlight your skills.

There are more than 1.8 billion websites, although not all are active at the same time. You might think all small businesses would have an online presence, but approximately one-third do not. If you don’t have a website, you might miss out on leads.

Once you understand that most people begin their searches for local businesses online, it becomes clear you need a captivating project gallery. What should you include, and how do you get it up and running efficiently?

1. Find Your Story

Since the beginning of time, people have loved to hear a good tale. What is your brand’s story? How can you highlight it within your project gallery?

Perhaps your story is more about your clients. How have you helped them and improved their lives? Can you show that with photos? You might tie in a testimonial alongside before-and-after pictures.

Think about your project gallery as a story, and you’re more likely to hit on the highlights. What are the pain points the customer faced before you stepped in? What is the final result? What emotional impact did you have on them?

Try to find things that inspire those around you. Which story is a tear-jerker? Will your target audience relate to the tale?

General Engineering Co. has a dedicated space to highlight its projects. Note how it uses different images to show its ability for site design versus municipal engineering. No matter what your commercial engineering needs are, it includes something in its gallery to show it can meet demand.

2. Know Your Audience

You’ve heard this advice over and over again, but you must consider your audience as you create a project gallery. Just because you like a particular photograph doesn’t mean consumers will.

Study your current customers and even survey them if needed. Try different images and conduct split tests to see which ones your audience responds best to. Take the time to think through how the picture satisfies a pain point. If it doesn’t, is there something else that works better?

In addition to knowing what photos work best, you must consider your site visitors and the ways they land on your page. Do they mainly use mobile devices? Does your project gallery scale correctly on smaller screens?

3. Choose Your Best Work

It might sound obvious to highlight only your best work, but dig even deeper when deciding what projects to showcase. If a project for a particularly difficult client turned out beautiful, you might want to put those images on the backburner.

Think through all the possible scenarios. A lead sees the beautiful images and contacts the company you did the work for. The manager, who was extremely picky throughout the project, says your work wasn’t satisfactory. You’ve just lost a potential client due to a difficult one.

Even if it is the best project you’ve ever completed, leave it out of your gallery if you aren’t certain they’d sing your praises to someone else.

Mondo Contract Flooring shows some of its installations. It offers a wide range of applications that makes it makes it clear its flooring can go anywhere. It is as useful in a commercial building as it is in a home environment. It highlights benefits such as durability and a wide range of styles.

4. Select a Format

Most project galleries are fairly similar and tend to be set up on a grid. However, there are a few features you can choose, such as sliding featured images or an asymmetrical design. Think about the type of business you own and what layout is best suited for your clients.

For example, if you design websites, you might wish to showcase your ability to plug images into a geometric layout or layer them on top of one another. On the other hand, if you are in construction, you may want a more reliable-looking design, such as boxed images all in a row.

You can also utilize other design features, such as parallax scrolling or even sliders moving at different speeds and in different directions to grab attention. Be cautious not to use too many elements, or you could overwhelm your viewer.

5. Create a Positive Customer Experience (CX)

If your customers don’t enjoy visiting your project gallery, then you’ve already lost them before they see what you’re capable of. Think about the CX of your site and how usable it is.

Look at speed. In a Think by Google study, researchers found about 70% of mobile landing pages take over five seconds to load. They also indicated when the load time goes from one to three seconds, the bounce rate increases by about 32%. When it goes from one to five seconds, 90% of visitors leave.

If you do one thing for your gallery, make sure it loads quickly. Optimize the images so they pull up at lightning speed. Use a content delivery network, and add caching and other features. Anything you can do to improve speed even by a second or two has a huge impact on CX.

Menards has a unique take on a project gallery, allowing user-generated content (UGC) to take center stage. You can either browse other people’s projects and get ideas for your own home or upload your finished project and share your tips with others.

6. Study the Competition

Spend time looking at your competitors’ websites. What types of photos do they include? If they don’t offer a project gallery, it might be your chance to add something that makes you stand out from the crowd.

Pay careful attention to any images they use. What target audience do those pictures speak to? Can you hire a professional photographer and offer visuals that are even stronger than what your competitor uses?

Do they tell a story through their gallery? If they don’t, perhaps you can. Maybe you can go more in-depth or add testimonials from clients. Look for the things that make your brand unique and add those to your site.

7. Tap Into Customer Desires

Knowing your customers means understanding their needs as well as their wants. A person might need a new toaster but want one with slots wide enough to cook bagels. Think about what your target audience desires and tap into it.

You should understand the emotions behind why people want the things they do. If you’ve been in business for a long time, you likely know the feelings driving people to buy from you. Use those emotions to drive sales.

There is a psychology to great web design. Make sure it is easy to use and intuitive, add the right images and language, and place your calls to action (CTAs) optimally. Think through every aspect of your site, change things around and test everything to see what works best.

A person’s appearance is often an emotional topic. The North Texas Plastic Surgery center understands the underlying desire to look beautiful. It highlights what it can do by sharing before-and-after photos.

It also gets that people have different issues with their bodies, so it breaks its gallery into various topics. You can browse visuals of rhinoplasty, tummy tucks or any other surgical option it provides.

8. Showcase Your Skills Strategically

You’re a smart business owner. You know the importance of differentiating yourself from others in your industry, and you’ve probably worked hard to accomplish some special skills. It’s important to highlight these abilities within your project gallery.

Combine images and typography to explain the benefits of choosing you over your competitors. Look at all the types of services you offer, and think about which images best illustrate your expertise in each.

Choose Wisely

You will never be good at everything. However, you’ll be the best at some things. Learn how to include images showcasing your top qualities. You may also offer other services, but don’t make them the focus of your project gallery.

Once you gain a customer, they are more likely to turn to you for all their needs. For example, if you are the best basement layer around, show that off in your gallery. Market to current clients and include any additional services you provide, such as waterproofing or laying sidewalks. However, keep the focus of your gallery on your most skilled abilities. Use photos that show off your skill and avoid anything mediocre.

With a little focus and understanding of what your customers want, your online portfolio will bring in droves of new customers.

Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.

How to Boost Your Sales with a Smart Web Design

There’s no question about it. Websites are a must for businesses who want to reach out to their target audience. With almost every modern business having an online presence, it may be more difficult to set yourself apart from the competition and lead your target audience to your website, which makes it even more important to have a smart web design. You spent so much effort and resources to drive traffic to your site, so don’t let your website visitors cut their session short just because of a slow and outdated web design!

3 Main Benefits Smart Web Design

First impression

For most users, your website will be their first introduction to your business. They can already have an impression of your company from the first few seconds on your website, so make sure to put your best foot forward with a smart web design. Dysfunctional or slow websites can turn off potential customers, while a smart web design can increase engagement, drive leads, and boost sales.

Build credibility

A smart web design will not only help you create a good first impression, but having a well-functioning website that looks good and is easy to navigate adds to your company’s legitimacy. If your site is difficult to load with outdated design, clients might be hesitant to trust your business with their hard-earned money.

Better conversion

An improved web design will lead to better engagement with your clients and, eventually, successful sales for your products or services. The key here is to make the visit easy end-to-end: from navigating the page to adding to the cart and the entire checkout flow. Achieving this will help you turn a visitor into an actual customer.

Smart Web Design Tips to Help Boost Your Sales

  1. Don’t make customers wait; improve your page loading speed.

Don’t keep potential customers waiting just to see what your website looks like. You may have a great, aesthetically pleasing website, but your target audience may not have the patience or time to wait too long to see it; they could even switch to your competitor’s site instead. To make sure your customers don’t have to wait too long, ensure that the photos on your website are minimized or compressed while still maintaining good quality. Additionally, you can consider minimizing third-party plug-ins or even moving your website to a better host. In today’s fast-paced world, you need not only a good-looking website but also one that is functional and fast.

  1. Make your website look good and function well on all types of devices.

Your web design must load fast and look good on all types of devices, from desktops to tablets to mobile phones. It’s always good to remember that most people do make purchases from their phones, but it’s also important to continue to optimize your website for various devices because a one-size-fits-all approach is already outdated, including for web design.

  1. Embrace the white space and avoid a too-busy web design.

While it can be so tempting to jam-pack information and elements in your web design just to communicate everything to your customer, it can backfire. Try to embrace white space to create more balance in your web design. It can also help your website visitors navigate the site better and direct them to the elements that you really want to highlight, like a featured product or call-to-action (CTA).

  1. Easier navigation and clear CTAs can improve the customer experience and increase conversions.

To make their visit even easier, consider implementing sticky navigation for users. This way, your navigation bar and perhaps even your main CTA are always available to the user while scrolling through a page on your website. Utilizing contrasting colors to make your navigation bar easier to spot and click can also make a big difference in your visitor’s website experience.

When adding CTAs, it’s important to know where your client is on your page and in their customer journey. Additionally, you should also try to create urgency and make CTAs brief.

  1. Feedback from actual users can add confidence in your products.

Include client reviews of your products or services. While you might be the one that knows your product in and out, feedback from actual customers can help potential ones make the purchase. This can apply not only to your web design but also to your marketing strategies like email marketing to target those with abandoned carts or through social media efforts.

Because technology trends are ever-changing, you should also keep up by continuously improving your web design. Just because it works well now, it may not be what you need in the future when you want to scale your business. It’s important to religiously measure customer experience and maybe invest in ways to make your web design better for customers. Ideally, your website should also have strong cyber security and sustainability measures in place, creating a truly smart web design.

4 Great CTAs We’ve Seen on Landing Pages this Year

Calls to action (CTAs) are arguably the most important component on a landing page. They drive users to take action, help improve your conversion rates and grab attention. If your CTAs hit all the high points, you’ll find you have more business than you can handle. When they don’t, you may flounder a bit.

You work hard to drive traffic to your website and find new leads. You want your website to engage visitors and collect information from those who are truly interested in buying from you. CTAs are a big part of the sales funnel and help take your users on a journey toward becoming clients.

What Is an Effective CTA?

Insider Intelligence recently reported a prediction that e-commerce sales will reach $1 trillion by the end of 2022 in the United States alone. The pandemic forced many people to shop online. Some decided they loved it and have never looked back. COVID-19 accelerated how fast e-commerce grew between 2020 and 2022, but it shows no signs of slowing.

An effective CTA includes the following:

  • The right language. Use “I” or “you” to grab attention
  • Action verbs
  • Short and to the point
  • Colors that grab attention
  • Contrast with the rest of the page
  • Placed in the perfect position so the user finds it easily. Usually, this is above the fold.
  • Big enough to see
  • Adapts well to mobile devices and is easy to tap with a thumb on a small screen

The clickthrough rates of CTAs vary widely by industry. It’s next to impossible to nail down an average. Your best bet is to compete against yourself, tweaking and changing until you hit a rate that makes you happy.

One way to gain inspiration is by studying how other brands created highly successful CTAs for their landing pages. Here are four we think you’ll find intriguing.

1. The Budgetnista

Source: https://thebudgetnista.com

The Budgetnista, Tiffany Aliche, utilizes a striking CTA on her website. First, it is at the very top of the page, in the slot where most readers look first. She starts with a question that reads, “How good are you with your money?” She then invites the user to take a quiz and in exchange, they get something in return–a financial wellness score.

Finally, the CTA button is a vivid yellow, the only splash of that color above the fold. It is a large button and uses the words “Click Here to Start.” We don’t always love the words “click here” for CTAs, but it works in this instance because of the other text surrounding the button. The page provides that rules are made to be broken.

Tip: Place your CTA in a location where the user is most likely to see it and click it. If you’re offering something free, putting it at the top of the page works well. If you are asking them for something, such as to make a purchase, you may want to place it further down the page so you can convince them first.

2. NoRedInk

Source: https://www.noredink.com

NoRedInk shows off how to use a CTA if you’re offering something to your site visitors in exchange for their contact information. The focus is on what they’re going to do for the user rather than just to grab an email address. The user sees the clear advantages to trying out the platform for their students.

The site then uses the word “Free” in the CTA so that users are enticed to sign up and learn more. The idea is that once you get leads to try out the platform, they’ll want to utilize the many advantages of it and sign up for a premium account.

Tip: Offer your users something in exchange for their personal information.

3. New Balance

Source: https://www.newbalance.com

New balance does something pretty interesting on their landing page. Rather than try to collect buyer information or offer them something, they share their life philosophy about the importance of conversations. They celebrate diversity with a look at black women in particular.

Not how they talk about some of the typical conversations one might hear and how women should support each other. They then add a CTA button titled with a single action verb. It reads, “Explore.”

The CTA button itself is transparent in the center, showing the background with a red outline and red text. The button itself isn’t very attention grabbing, which puts the focus on the text above it and the video playing to the right.

When one clicks on the button, they get stories about real women, the company’s philosophy and the things they’re doing to celebrate diversity.

Tip: You don’t always have to sell something to utilize an excellent CTA. Sometimes you can share important or trending information about your company or the world.

4. Tenzr

Source: http://tenzr.ouiwill.com

Tenzr keeps things pretty simple. There aren’t a lot of different options on the page. Their goal is to filter down visitors to those truly interested in getting digital therapy for carpal tunnel and similar issues and signing them up.

Because their goal for the landing page is hyper-focused, there is an image, headline and a CTA button to the top right titled “Start Now.” They don’t spend a ton of time explaining. If you need that, you can scroll down. They get right to the point.

Tip: You don’t always have to explain everything up front. Sometimes people just want the solution and need to know how to get started. Keep it simple and drive traffic straight to your CTA.

Test Your CTAs

The best way to improve your CTAs on your landing pages is by split testing them. Change the color and see how users respond. Try different wording, placement, colors and surrounding images and text.

Ideally, you’ll consistently tweak your CTAs until you hit the conversion numbers you desire. It takes time and effort to come up with the perfect CTA for your landing page, so never stop trying new things.

How to Properly Showcase Upcoming Events on Your Website

You know it’s important to inform your customers about upcoming events, but figuring out how best to display them on your website isn’t easy. You want to generate excitement without overshadowing other elements on your page driving new leads to sign up or current customers to order.

With the onset of the pandemic, many companies moved to virtual events. Driving engagement for online and hybrid events presents some unique challenges. Still, even with the obstacles, around 80% of decision-makers say they could achieve the same or even greater success via virtual and hybrid events as in-person ones.

Whether your event is in-person, virtual or hybrid, there are some things you can do on your website to engage users and pull them into the excitement of the experience. Dig into these tips and examples to figure out the best way to bring site visitors on board.

1. Choose Timeline Type

There are many different ways to showcase events on your site. You may decide to share a monthly calendar, for example. You could also swap out events by week or day. Swapping daily may be the least desirable as you’ll not have as much time to register attendees.

With a calendar of events, you can place it in a sidebar, a particular section of your site and even make it expandable to fill the screen.

We love the way Southern Indiana presents their events page. Not only do they highlight upcoming things to do in the next week, but they place a monthly calendar view in the left sidebar so users can scroll through upcoming activities in the next few months. You can also change the filters to look at the events from different layouts and highlights.

2. Consider Popularity

There may be a few events you want to keep small and to only a select few. A special customer appreciation dinner might be something you send personal invites to rather than listing the event on your site. Or, you could keep details vague.

On the other hand, you may host some events you want to invite everyone to, such as a Facebook livestream highlighting new products for the holidays. Think about how many you wish to attend the best location on your site.

If you want everyone to see the event details, place something in your hero header. On the other hand, you can de-stress the importance of minor events by adding a note in a sidebar or on an events page.

3. Put the Focus on the Activity

If you want to emphasize the activity rather than the date, you can use a timeline to show what promotions are upcoming and then list the date in smaller text. The typographical hierarchy of your events section can draw attention to the event itself more than the date it occurs.

Emphasizing the activity works particularly well for entertainment and restaurant venues people attend frequently. They may jump on your site the day they arrive to see what’s going on.

Tachi Palace lays out their current events in a vertical timeline, placing the emphasis on each promotion. The date appears under the heading in regular text. As the person hovers over eac event, the circle to the left animates and grows larger on that point.

In addition, each option is clickable so the user can gather more information as needed. Their most popular promotion is in a box to the left with a big, bold image and special typography for the headline.

4. Make Registration Stand Out

If your event requires registration, make sure your call to action (CTA) button pops. Use a bright color and make it clear what happens when the person clicks on the CTA, such as “Sign Up,” “Register” or “Get Free Gift.”

The goal of your events page should be to get your site visitors to engage with your brand. You want them to attend the event, sign up for updates or some other action that continues your dialogue with them.

5. Add Filters

If you host a lot of different events, you may want to add filters to your calendar so users can hop right to the sections of most interest to them. If you serve different age ranges, this is an ideal solution to make sure people only see applicable events.

The Indianapolis Children’s Museum does a great job allowing users to filter down to the events most interesting to them. You can sort by age group and topic. A few highlights are easy to spot within feature boxes, such as Santa’s arrival for the holiday season.

6. Create an Experience

What visuals do you place around your events on your website? If you’ve hosted the event before, you may already have images from the previous year you can utilize to encourage signups for this year’s happening.

If this is the first time hosting the event, you may have to get a bit more creative with your visuals. How can you create an online experience modeling what will occur at your digital or in-person event? What pictures tell the story and will make users want to jump on board.

Test Everything

The perfect combination of elements for your events on your website may vary from that of other business owners. Try different tactics and survey your users to see how the calendar works for them. Make adjustments as you go.

Utilize A/B split testing to see if people respond better to events listed in a hero header or those placed in a sidebar. Should you add images or leave them out? Try different things and pay attention to your conversions. It may take some time to hit on the perfect event calendar combination for your target audience.

Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.

8 Common Mistakes Designers Make When It Comes to CTAs

Web designers are human, like anyone else. Keeping up with rapidly changing technology and shifts in consumer behavior is a full-time job. It’s easy to miss an element here or there and kill your conversion rates.

One survey shows there are more than 261 million unique domain names on the internet. The number of websites rises and falls, but excellent design never goes out of style. Whether you’re working on a well-established site or creating one from scratch, certain principles lead to higher conversions and more success for your clients.

The calls-to-action (CTAs) working for one site might not perform as well on another. You might be making some errors and not even realize it. Check for these eight common CTA design mistakes.

1. Forgetting About Mobile

Designers typically work on computers, so it’s easy to forget you must also design for mobile devices with much smaller screens. If page elements aren’t responsive to the user’s view, you wind up with a version so large or small it becomes unreadable. Consumers will have a hard time interacting with clickable elements.

Fix this issue by testing everything on both desktop and mobile screens. While it’s not necessary to create two separate sites, you should make sure your coding allows for resizing and the images scale correctly.

Spotify invites people to take part in their listen parties by sharing playlists with family and friends. Note how the mobile and the desktop versions look alike. The mobile CTA button scales down but is still readable and clickable. The focus on the button with little else on the page is a perfect example of a site responsive to mobile browsers.

2. Asking Too Soon

People first landing on your site may have never heard of the company before. You wouldn’t ask someone you met two minutes ago to be your best friend.

When you place a CTA on a page, you’re requesting a relationship with the consumer. You must first present the reasons why they should do business with you. Don’t focus so much on the action that you forget to convince them to take it in the first place. Your conversion rates will suffer if you don’t offer enough proof for why they should click.

3. Not Knowing Your Audience

You’ve likely heard the advice that you must know your target audience. User experience (UX) design dictates knowing who your user is and how they’ll respond to different options. However, many designers stick with a template for their CTAs and never think about the end-user. They put the button in the same spot or use a specific color. However, the buyer persona for one company may be quite different than for another.

Note how Best Overhead Door uses several CTAs to meet the various needs of their users. They know two types of customers land on their site — those wanting a new door and those needing repairs. At the top of the page, they offer CTAs reflecting this with “Request Estimate” and “Request Service.” The hero slider also showcases the potential types of clients landing on their page. They offer more information for homeowners or commercial locations.

4. Using the Same Wording

If you use the same wording on every CTA, your viewers will begin to ignore them, and they will lose any power they have to convince people to click. If you keep seeing the phrase “Read More,” you likely do the same thing.

Just because the wording on one CTA button converts high doesn’t mean you should use the same phrase on 15 other landing pages. Think about the specific buyer for each page and adjust your wording to match their interests and behaviors. Vary what you say, and people are more likely to listen.

5. Cluttering Things Up

It’s tempting to add every little bit of information a user needs to make a decision, but doing so may create a cluttered look. Too many elements on a page draw the attention away from the CTA. The user may feel overwhelmed and not even know where to find the next step in the journey. Make sure you keep enough white space around elements so that users can scan your page and find them easily.

My Better Normal is a digital time capsule where you can send a note to yourself in the future about things you’re experiencing now or goals you hope to accomplish. When you land on their page, there is very little to distract from the purpose, which is getting started on your message. Even the colors are basic black and white.

6. Designing Ugly Buttons

Design today is more streamlined. Clunky button graphics looking like a kindergartener cut them out of a magazine won’t work. Your buttons should blend nicely with elements on the page while contrasting with the other colors. Stay away from shadows and rounded corners unless they create a modern look or have a transparent background.

7. Ignoring Other Elements

Images and graphics can help point the way to your CTA and increase conversions. An arrow pointed toward a CTA draws users’ attention and guides consumers on where to travel next on your page. A photo of a person looking toward the CTA draws the eye down. Use the different elements on your page to push the user toward the action you want them to take.

Gucci has a mascara hunt game on their website. Their goal for the landing page is getting you to click on “Play.” They use animated graphics to draw user attention. Notice how the mascara wands and bottles come up and point toward the CTA as they go past. The user immediately notices the button upon page load.

8. Sizing Down Your Button

You don’t want to make your button too obnoxiously large, but you also don’t want the button so small that it fades away. There is a happy balance between the size of the button and drawing user attention. If you aren’t sure which size to use, conduct split testing and see which performs best with your users.

CTAs Are the Gateways to Sales

Think of your CTA buttons as a gateway to converting people into leads. The other elements on your page must highlight the next step of the journey. Test your CTAs to find the perfect combination for your users. As a result, your conversion rates will thank you.

Lexie is a digital nomad and web designer. When she’s not traveling to various parts of the country, you can find her at the local flea markets or hiking with her goldendoodle. Check out her design blog, Design Roast, and connect with her on Twitter @lexieludesigner.