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20 Do's & Don'ts for Clickable Calls-to-Action


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Familiarize yourself with these 20 critical CTA do's and don'ts so you can create marketing calls-to-action that get visitors clicking.

Familiarize yourself with these 20 critical CTA do's and don'ts so you can create marketing calls-to-action that get visitors clicking.

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  • 1. CriticalDo’s & Don’tsfor Clickable Calls-to-Action.
  • 2. For more CTA tips, download: 101 Examples of Effective Calls-to-ActionDownload your free copy:
  • 3. #1DON’T use the word “Submit”on your form buttons. SUBMIT
  • 4. #1 DO use valuable and actionable copy. Download Whitepaper
  • 5. #2DON’T hide your calls-to-actionwhere no one can see them.
  • 6. #2 DO place your CTAs above the fold and within the visitor’s “eye path.”
  • 7. #3 DON’T use the same or similar colors in your CTAs as the page’s background color.
  • 8. #3 DO use bold, contrasting colors.
  • 9. #4 DON’T use teeny, tiny CTAs that no one will notice. Click Me, Down Here
  • 10. #4 DO make them big and bold so they stand out. Download Now
  • 11. #5 DON’T make CTAs look flat. Hey, am I a button?
  • 12. #5 DO make them look “clickable” and button-like by adding bevels, shadows, and hover effects.
  • 13. #6 DON’T use a CTA in the wrong place at the wrong time.
  • 14. #6 DO use CTAs that align with the buyer’s interests and needs. Download the Guide to Blogging
  • 15. #7DON’T be toowordy.
  • 16. #7 DO make sure CTAs are clear, simple, and uncluttered.
  • 17. #8DON’T use vague, cliché, orpassive language.
  • 18. #8 DO use compelling and actionable copy that conveys the value being offered. Thousands of Businesses Use Our Software for Marketing TRY HUBSPOT FOR FREE. GET STARTED WITH A TRIAL
  • 19. #9 DON’T oversell and under- deliver. BEST PRODUCT EVER Buy Now
  • 20. #9 DO set the right expectations about what visitors will receive.
  • 21. #10 DON’T link your CTAs to your homepage.
  • 22. #10 DO direct each CTA to its own dedicated landing page that restates the offer and copy from the CTA.
  • 23. #11 DON’T use too many CTAs on one page.
  • 24. #11 DO use only one primary and one secondary CTA.
  • 25. #12 DON’T forget to build trust through design and copy.
  • 26. #12 DO use data or testimonials to validate your proposition.
  • 27. #13 DON’T miss opportunities to promote your CTAs.
  • 28. #13DO use CTAs in everything youdo – email, blogging, socialmedia, and thank-you pages. Join our community. Download VIVO
  • 29. #14 DON’T use the same CTAs for too long. Get Our Free Guide to Y2K!
  • 30. #14 DO experiment with and A/B test your CTAs to know what design, copy, and placement works best. VERSION A VERSION B Free Trial. No Get Your 30 Free commitment! Trial 15% CTR 18% CTR WINNER!
  • 31. #15 DON’T forgot to search engine optimize your CTAs.
  • 32. #15 DO add keyword-rich ALT tags so your CTA adds search value to the page. <img src="images/image.jpg" alt=“See How Biscom Secure File Transfer Works"/>
  • 33. #16 DON’T use Flash or complicated animations.
  • 34. #16 DO use CTAs that are mobile- optimized so any device can see them.
  • 35. #17 DON’T use branding as the only objective of your CTA.
  • 36. #17 DO offer something of value.
  • 37. #18 DON’T use the same CTA for everyone. Home Home Improvement Improvement Tips Tips
  • 38. #18 DO use personalization and dynamic content – because everyone is different. Home 50% Salon Improvement Coupon! Tips
  • 39. #19 DON’T cram CTAs into little spaces.
  • 40. #19DO give themroom to breathe CONTENT CTAby utilizingwhite space. CONTENT
  • 41. #20 DON’T obsess over a pixel- perfect design. Great design, but what is this for?
  • 42. #20 DO master the copy – that’s what really gets visitors to take action.
  • 43. Build Custom CTAs in SecondsWith HubSpot Marketing Software. • Create: Build beautiful CTAs with our CTA Builder • Measure: See what gets the most clicks and leads. • A/B Test: Find out which messages increase clicks and conversions. See How it Works: