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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.
Build Custom CTAs in Seconds
With 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: hubspot.com/demo

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

  • 1. Critical Do’s & Don’ts for Clickable Calls-to-Action.
  • 2. For more CTA tips, download: 101 Examples of Effective Calls-to-Action Download your free copy: http://bit.ly/101-cta
  • 3. #1 DON’T use the word “Submit” on your form buttons. SUBMIT
  • 4. #1 DO use valuable and actionable copy. Download Whitepaper
  • 5. #2 DON’T hide your calls-to-action where 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
  • 16. #7 DO make sure CTAs are clear, simple, and uncluttered.
  • 17. #8 DON’T use vague, cliché, or passive 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. #13 DO use CTAs in everything you do – email, blogging, social media, 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. #19 DO give them room to breathe CONTENT CTA by utilizing white 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 Seconds With 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: hubspot.com/demo