Critical Do’s & Don’ts for
Clickable Calls-to-Action.

For more CTA tips, download:
101 Examples of Effective Calls-to-Action Download your free copy: http://bit.ly/101-cta

#1 DON’T use the word
“Submit” on your form buttons. SUBMIT

#1 DO use valuable and
actionable copy. Download Whitepaper

#2 DON’T hide your calls-to-action
where no one can see them.

#2 DO place your CTAs
above the fold and within the visitor’s “eye path.”

#3 DON’T use the same
or similar colors in your CTAs as the page’s background color.

#3 DO use bold, contrasting
colors.

#4 DON’T use teeny, tiny
CTAs that no one will notice. Click Me, Down Here

#4 DO make them big
and bold so they stand out. Download Now

#5 DON’T make CTAs look
flat. Hey, am I a button?

#5 DO make them look
“clickable” and button-like by adding bevels, shadows, and hover effects.

#6 DON’T use a CTA
in the wrong place at the wrong time.

#6 DO use CTAs that
align with the buyer’s interests and needs. Download the Guide to Blogging

#7
DON’T be too
wordy.

#7 DO make sure CTAs
are clear, simple, and uncluttered.

#8 DON’T use vague, cliché,
or passive language.

#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

#9 DON’T oversell and under-
deliver. BEST PRODUCT EVER Buy Now

#9 DO set the right
expectations about what visitors will receive.

#10 DON’T link your CTAs
to your homepage.

#10 DO direct each CTA
to its own dedicated landing page that restates the offer and copy from the CTA.

#11 DON’T use too many
CTAs on one page.

#11 DO use only one
primary and one secondary CTA.

#12 DON’T forget to build
trust through design and copy.

#12 DO use data or
testimonials to validate your proposition.

#13 DON’T miss opportunities to
promote your CTAs.

#13 DO use CTAs in
everything you do – email, blogging, social media, and thank-you pages. Join our community. Download VIVO

#14 DON’T use the same
CTAs for too long. Get Our Free Guide to Y2K!

#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!

#15 DON’T forgot to search
engine optimize your CTAs.

#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"/>

#16 DON’T use Flash or
complicated animations.

#16 DO use CTAs that
are mobile- optimized so any device can see them.

#17 DON’T use branding as
the only objective of your CTA.

#17 DO offer something of
value.

#18 DON’T use the same
CTA for everyone. Home Home Improvement Improvement Tips Tips

#18 DO use personalization and
dynamic content – because everyone is different. Home 50% Salon Improvement Coupon! Tips

#19 DON’T cram CTAs into
little spaces.

#19 DO give them room
to breathe CONTENT CTA by utilizing white space. CONTENT

#20 DON’T obsess over a
pixel- perfect design. Great design, but what is this for?

#20 DO master the copy
– that’s what really gets visitors to take action.

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