SlideShare a Scribd company logo
1 of 43
Download to read offline
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

More Related Content

More from HubSpot

More from HubSpot (20)

What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one. What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one.
 
HubSpot Diversity Data 2016
HubSpot Diversity Data 2016HubSpot Diversity Data 2016
HubSpot Diversity Data 2016
 
Add the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-ThonAdd the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-Thon
 
What is Inbound Recruiting?
What is Inbound Recruiting?What is Inbound Recruiting?
What is Inbound Recruiting?
 
Behind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot TokyoBehind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot Tokyo
 
25 Discovery Call Questions
25 Discovery Call Questions25 Discovery Call Questions
25 Discovery Call Questions
 
How to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's BuyerHow to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's Buyer
 
Class 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessClass 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your Business
 
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
 
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
 
3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies
 
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
 
14 Reasons Why Inbound Marketers Make Great Advertisers
14 Reasons Why Inbound Marketers Make Great Advertisers14 Reasons Why Inbound Marketers Make Great Advertisers
14 Reasons Why Inbound Marketers Make Great Advertisers
 
How To Define A Conversion Path
How To Define A Conversion PathHow To Define A Conversion Path
How To Define A Conversion Path
 
Generate Traffic and Conversions on Your Blog... Without Creating Another Post
Generate Traffic and Conversions on Your Blog... Without Creating Another PostGenerate Traffic and Conversions on Your Blog... Without Creating Another Post
Generate Traffic and Conversions on Your Blog... Without Creating Another Post
 
Top 100 quotes from Medium in 2015
Top 100 quotes from Medium in 2015Top 100 quotes from Medium in 2015
Top 100 quotes from Medium in 2015
 
23 Shocking Truths New Managers Learned On The Job
23 Shocking Truths New Managers Learned On The Job23 Shocking Truths New Managers Learned On The Job
23 Shocking Truths New Managers Learned On The Job
 
Why Security Matters for Marketers
Why Security Matters for MarketersWhy Security Matters for Marketers
Why Security Matters for Marketers
 
31 Quotes To Celebrate Teamwork and Collaboration
31 Quotes To Celebrate Teamwork and Collaboration31 Quotes To Celebrate Teamwork and Collaboration
31 Quotes To Celebrate Teamwork and Collaboration
 
12 Interview Questions to Ask Every Sales Manager Candidate?
12 Interview Questions to Ask Every Sales Manager Candidate?12 Interview Questions to Ask Every Sales Manager Candidate?
12 Interview Questions to Ask Every Sales Manager Candidate?
 

Recently uploaded

What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...
srcw2322l101
 
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
Khaled Al Awadi
 
#Mtp-Kit Prices » Qatar. Doha (+27737758557) Abortion Pills For Sale In Doha,...
#Mtp-Kit Prices » Qatar. Doha (+27737758557) Abortion Pills For Sale In Doha,...#Mtp-Kit Prices » Qatar. Doha (+27737758557) Abortion Pills For Sale In Doha,...
#Mtp-Kit Prices » Qatar. Doha (+27737758557) Abortion Pills For Sale In Doha,...
drm1699
 
obat aborsi jakarta wa 081336238223 jual obat aborsi cytotec asli di jakarta9...
obat aborsi jakarta wa 081336238223 jual obat aborsi cytotec asli di jakarta9...obat aborsi jakarta wa 081336238223 jual obat aborsi cytotec asli di jakarta9...
obat aborsi jakarta wa 081336238223 jual obat aborsi cytotec asli di jakarta9...
yulianti213969
 
Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312
LR1709MUSIC
 
Presentation4 (2) survey responses clearly labelled
Presentation4 (2) survey responses clearly labelledPresentation4 (2) survey responses clearly labelled
Presentation4 (2) survey responses clearly labelled
CaitlinCummins3
 

Recently uploaded (20)

What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...
 
SCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjw
SCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjwSCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjw
SCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjw
 
Goal Presentation_NEW EMPLOYEE_NETAPS FOUNDATION.pptx
Goal Presentation_NEW EMPLOYEE_NETAPS FOUNDATION.pptxGoal Presentation_NEW EMPLOYEE_NETAPS FOUNDATION.pptx
Goal Presentation_NEW EMPLOYEE_NETAPS FOUNDATION.pptx
 
WAM Corporate Presentation May 2024_w.pdf
WAM Corporate Presentation May 2024_w.pdfWAM Corporate Presentation May 2024_w.pdf
WAM Corporate Presentation May 2024_w.pdf
 
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...NewBase   17 May  2024  Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
 
#Mtp-Kit Prices » Qatar. Doha (+27737758557) Abortion Pills For Sale In Doha,...
#Mtp-Kit Prices » Qatar. Doha (+27737758557) Abortion Pills For Sale In Doha,...#Mtp-Kit Prices » Qatar. Doha (+27737758557) Abortion Pills For Sale In Doha,...
#Mtp-Kit Prices » Qatar. Doha (+27737758557) Abortion Pills For Sale In Doha,...
 
Sex service available my WhatsApp number 7374088497
Sex service available my WhatsApp number 7374088497Sex service available my WhatsApp number 7374088497
Sex service available my WhatsApp number 7374088497
 
obat aborsi jakarta wa 081336238223 jual obat aborsi cytotec asli di jakarta9...
obat aborsi jakarta wa 081336238223 jual obat aborsi cytotec asli di jakarta9...obat aborsi jakarta wa 081336238223 jual obat aborsi cytotec asli di jakarta9...
obat aborsi jakarta wa 081336238223 jual obat aborsi cytotec asli di jakarta9...
 
How to refresh to be fit for the future world
How to refresh to be fit for the future worldHow to refresh to be fit for the future world
How to refresh to be fit for the future world
 
Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312
 
Presentation4 (2) survey responses clearly labelled
Presentation4 (2) survey responses clearly labelledPresentation4 (2) survey responses clearly labelled
Presentation4 (2) survey responses clearly labelled
 
HAL Financial Performance Analysis and Future Prospects
HAL Financial Performance Analysis and Future ProspectsHAL Financial Performance Analysis and Future Prospects
HAL Financial Performance Analysis and Future Prospects
 
10 Easiest Ways To Buy Verified TransferWise Accounts
10 Easiest Ways To Buy Verified TransferWise Accounts10 Easiest Ways To Buy Verified TransferWise Accounts
10 Easiest Ways To Buy Verified TransferWise Accounts
 
The Art of Decision-Making: Navigating Complexity and Uncertainty
The Art of Decision-Making: Navigating Complexity and UncertaintyThe Art of Decision-Making: Navigating Complexity and Uncertainty
The Art of Decision-Making: Navigating Complexity and Uncertainty
 
Should Law Firms Outsource their Bookkeeping
Should Law Firms Outsource their BookkeepingShould Law Firms Outsource their Bookkeeping
Should Law Firms Outsource their Bookkeeping
 
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdfThe Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
 
First Time Home Buyer's Guide - KM Realty Group LLC
First Time Home Buyer's Guide - KM Realty Group LLCFirst Time Home Buyer's Guide - KM Realty Group LLC
First Time Home Buyer's Guide - KM Realty Group LLC
 
wagamamaLab presentation @MIT 20240509 IRODORI
wagamamaLab presentation @MIT 20240509 IRODORIwagamamaLab presentation @MIT 20240509 IRODORI
wagamamaLab presentation @MIT 20240509 IRODORI
 
Beyond Numbers A Holistic Approach to Forensic Accounting
Beyond Numbers A Holistic Approach to Forensic AccountingBeyond Numbers A Holistic Approach to Forensic Accounting
Beyond Numbers A Holistic Approach to Forensic Accounting
 
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdfProgress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
 

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