How to Craft a Great Call to Action

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Image courtesy of Eliot Phillips at

A good call to action should be a part of any online action in which a response from the user is needed. They are a key element when it comes to the creation of records and leads, and it should be important to know how to include them in your emails, landing pages and so on.

So you’ve embraced inbound marketing and you have a very powerful content strategy. Awesome! You are walking through a necessary road, one that many won’t see until it’s too late and their window of opportunity gets smaller, which is something that will give you an important advantage over them.

In spite of everything, even if you believe that content is king -or not-, you should never lose sight of the objectives.

When you have content and you have managed to attract and earn the loyalty of a few users, it’s time to lead them towards the achievement of the goals of your online strategy, and the best tool to do it is something known as “call to action”.

When we talk about a call to action, size matters a lot, especially when it comes to the button that triggers it.

Just as it happens in e-Commerce, a call to action (CTA) should be as big as possible, as long as this doesn’t damage the coherence with the rest of the elements of the interface or the aesthetic experience.

A large button is easier to see, it allows a greater amount of text presented in a more readable way and it invites to action.

If you want your call to action to really stand out, give it a certain space. If you want to fill everything with elements that draw attention, the global effect will be that the design will be overloaded and it won’t have a clear focus.

When there are several elements, white space allows us to identify them as differentiated items, as well as highlight and connect points. If an element that can help the user perform a given action -such as the advantages of your product or service-, the white space between the CTA and that element should be reduced, in order to convey an association between the two of them. In the same way, you can increase the white space if you want to distance two elements.

In the example of Spotify, an enormous importance is given to photography, which is a background on top of which there are barely any elements. The position of the screen and the emptiness to the left, in the image, guide the user’s eyes for them to focus in the relevant thing, which is a download.

Many studies indicate that calls to action work better in the top left part of the screen, due to the order of Western reading and writing. Users are used to certain standards, such as the fact that the “create account” button is right after a form, therefore the user will tend to look for something clickable in the lower right part of a form. Of course, this depends completely on the set of design choices that we use and it’s not an immovable factor.

Many analytics experts recommend to change the position of calls to action every now and then in order to keep the user from becoming immune to them.

One thing is for sure: The call to action should always be placed above the fold, which means that it shouldn’t be necessary for users to scroll down.

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Image courtesy of at

If you’re going to place a button with which the user has to interact, you should make sure that it stands out within the composition.

The two basic elements to play with in this field are shape and color, even though you can also try changing the tone of the text drastically, adding a texture, and so on.

Experimenting with the contrast between elements allows us to highlight our CTA and direct the attention of the user towards it. In many cases a color palette is used with tones that are very similar, reserving one for calls to action and elements to highlight, or their background can be drop-shadowed with the intention of getting those elements to stand out.

A basic point of a button is that it should look like a button.

Users are accustomed to the fact that buttons tend to change when we place the cursor on top of them, so make sure that the button of your CTA works in the same way. It’s not necessary for it to acquire a completely different color, just for the user to perceive the change and understand that they can click on it, even if it is already obvious.

Related content: Read ReputationDefender’s “A Few Essential KPIs in Digital Marketing”

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