The visual language of the call to action is just as important. Like the words you choose,
the design reflects the need to take action. At its most basic, the link will be just that: an
HTML link. But a plain-text link is passive. There are billions all over the web, and none of
them look much more clickable than any other. Inciting action requires a little more
design flare.
Buttons are popular because they have a more corporeal feel, and feel as if they??™ll do
something important when clicked. (And from a pure usability standpoint, buttons have a
larger click area??”it??™s easier to target a beefy rectangle than a small string of words.) In
addition, visual cues can also bring attention to the call to action. Bolder colors, arrows,
drop shadows, and larger fonts all indicate that the reader??™s attention is required.
Figure 7-7 shows a well-designed product landing page from Joyent. In addition to a testimonial
and good marketing copy, there is a large call-to-action button that is clearly
designed to be clicked. In addition, every product page on the site has a contact form at
the bottom to drive users to make contact while they are on the relevant page.
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