Calls to action
How to create a call to action
- Identify the problem or need
- Present a 'product' (service, course and so on) that solves that problem
- Communicate the benefits of responding - what's the 'pay off' to them? What will they get out of completing an action?
- Make the next step clear
- Hyperlink your call to action to the next step in the process
Use active urgent language
- apply
- view
- submit
- contact
- donate
- subscribe
- nominate
Examples
- passing a step or stage
- filling in a form
- registering an interest
- subscribing to a newsletter
- applying for a course
This screenshot of a page from the study site has several calls to action on it:
When prospective students arrive on the study site, we want them to be able to find courses easily, so there's a highly visible course search box:
In the online prospectus, the main call to action is to apply online, so it is emphasised with a graphic:
