Buttons and call to actions

  1. they notice the CTA to begin with,
  2. the next step is obvious and makes sense, and
  3. they see value in the next step.

1. Making the CTA noticeable

Here are some guiding principles on how to make call to action buttons noticeable by visitors.

  • 1. It’s specific: What happens when you click the button is absolutely clear. Examples: Add to Cart, Get a Quote, Proceed to Payment, Subscribe to Newsletter, Start Your Free Trial.
  • 2. It conveys a benefit: Get Conversion Tips, Start Making Money, Clear My Skin.
  • 3. It contains a trigger word.

Supplemental reading:

Typography and content

Content is design, too. The way you present content impacts readability — both how easy it is to consume the content, and whether it gets read to begin with.

Font size and type

The first step towards getting people to read your stuff is an easy to read font size. I don’t recommend using font sizes smaller than 16 pixels for body copy. You can do 14px or 12px for help texts (instructions for form labels etc). Headlines and calls to action should obviously be way bigger. One study found that larger font sizes do have the ability to elicit stronger emotional connections.

Is there a “best” font?

Not really. The key here is prototypically. All common fonts are equally easy to read. So Arial, Georgia, Tahoma — not much difference there.

Serif vs non-serif



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Ukaigwe Okechukwu

Ukaigwe Okechukwu

full stack Growth marketer obsessed with building growth engines and iterating experiments to optimize the AARRR spectrum for startups (consumer-focused,B2B)