How to drastically improve your online call to action

• Wed, March 14 2012
• Filed under: Websites and web usability

One area in which nonprofits frequently fail is in crafting a strong, clear, simple and specific call to action.  “Save the earth” or “stop hunger” are examples of weak calls to action.  They don’t tell us what to do - or how to do it.

Dedicated reader Greg* sent me the following great infographic that shows how companies can sharpen their online call to action.  (If you have trouble reading this infographic or Feedblitz renders it illegible, view a larger size here.)

I think much of it applies to us.  Here’s how I’d translate the top five takeaways for nonprofits.

1. Think like you’re directing traffic!  Big letters and bold buttons are critical to catalyzing online action.  Arrows and icons help too. 

2. Be persuasive.  Put a brief, compelling case for action next to those buttons.

3. Make the most of your cause.  Tell a short story or share a great photo to seal the deal. (You’ve got a big advantage over for profit companies on this one!  Your stories tug the heartstrings.)

4. Make it easy.  Don’t make people search or scroll - put everything important front and center, above the fold.

5. Make it simple.  Keep things clean and uncluttered. 

*Thanks Greg.