A CTA or, ‘Call to Action’ is an integral part of a successful website design and marketing plan. In the online world this will almost always be a link or button encouraging visitors to click or view. When visitors click said button, it will direct them towards content or functions the website owner specifically wants. For example, “Make an Appointment” or “Learn More”. All in an attempt to convert website users into patients needing the medical services you offer.
The success of a CTA is fairly easy to measure. Are visitors to your site clicking on the CTA and completing the desired functions or forms? Are new patients and leads being created by your medical practice website in the desired manner? If your CTA leads to a form to be filled out, are users completing the form and submitting it?
Is your site turning visitors into customers?
If the answer is no, something is most likely wrong with the CTA on your medical practice website. In order to determine what may be wrong let’s look at proper, conversion creating CTA practices.
Draw User Attention
Does the CTA stand out? The following are some easy methods to make sure it does.
The larger a CTA is in relation to everything else on the site and especially the elements directly surrounding it, the more it will stand out.
A CTA that is the same color or similar to the majority of the colors surrounding it and site-wide will not stand out as much as a CTA using a color that is either unique to the site, contrasts well with the surrounding colors or is a generally eye grabbing color (e.g. yellow, neons or red buttons on dark colored sites).
Placement Compared to Surrounding Elements
A button that is closely bordered by other elements will not stand out as much as one with white space/deadspace around it. This is an easy way to make and object stick out to the user when there is a lot of content and other elements in the surrounding area.
Placement on The Page
A CTA’s placement on the webpage, seperate from the surrounding elements can also have a large effect on the success of a CTA. Placement in a prominent area of the page will attract more eyes. Placement of a CTA above or below content will almost always stick out more than a button placed in the middle of content. However a button placed in the middle on content can also be made to easily stand out. A simple method would be to make the element appear to be on a higher plane then the rest of the content using 3D design techniques.
Placement Above the Fold
Perhaps the most important concept to keep in mind when considering CTA placement is keeping your CTA above the fold. The fold is the bottom of the browser screen when a website first loads. The area above this will be seen by more users than any other portion of the site. So obviously elements placed above the fold will receive more views and more clicks than any other elements on the site. This won’t work for all CTAs but is the best best for maximum views and clicks.
CTAs: Words and Images
Is the intent of the CTA clear? Does it present it’s message in the best way possible? Sometimes simply changing one word can make a big difference in the number of clicks a CTA receives (e.g. “Make Your Appointment” changed to “Make My Appointment” or “Make an Appointment”). Test out different wordings to see what works best for your medical website and your needs. Sometimes including and image or icon in the CTA can also make a difference in the number of conversions you see. Icon and images provide a quick and easy method to display a CTA’s function and are often seen as more inviting than words alone.
In the end there isn’t one right answer for what works best. Test out some different CTAs to see what works best for you and your users. Get those conversions!