A call to action is arguably the most important component of any website.
No one will respond to your call to action if they don't see it. Usually, a call to action is in the form of a button that will link the viewer to a page where they can either buy something, sign up for something, or find out more about your business and product. That button should then be easy to see and click on your landing page.
People are wary of clicking things if they don't know what they are. If a visitor has to guess where your button will take them, or ever what your call to action really is, they will likely avoid it. Sometimes, you can put text and information around your call to action to explain what you are really urging the visitor to do.
Other times, a button and simply phrase can convey your intention easily – with calls such as "Buy now!" or "Sign-up!". Even with simple, clear calls to action like these, it is important to elaborate on your business and product within your landing page. Make sure the viewer knows exactly what they are buying or signing up for so that they feel confident acting upon your offer.
There are a number of ways to compel visitors to engage with your call to action. One is to offer some incentive. Maybe this means offering a discount on your product or offering coupons and deals for signing up for a newsletter.
Another effective strategy is to create a sense of urgency. Telling visitors that offers won't last long or that they have limited time to do something may compel them to act. Finally, the most compelling way to get viewers to act is to illicit some emotional response. Convince them that your product or business is something that they really need or want.
With these tips in mind, you can create an effective and compelling call to action that will turn site visitors into customers.