First thing’s first, make sure it looks like it can be clicked. If you do not make the CTA look like an actual button, then there is a pretty high chance that visitors may miss it. Obviously this is not very ideal!
The colour should be contrasting to the colour of your site. This ensures that it will stand out andbe easily seen by any visitor that enters your site. Think about shops and supermarkets, when they have sales they have bright red signs giving details about the offers. Your CTA should not be any different!
Above the fold is an important expression for websites; however, it is not as important for CTA’s. Above the fold is the part of the website that is visible when someone first visits the site and does not scroll. People think that a CTA should be above the fold so that visitors can see their phone number instantly and save them valuable time.
And that is true… to an extent.
For some businesses, customers want to purchase a service or product quickly. If you are a business with this target audience, then placing a CTA above the fold could be lead generation heaven for you. However, this does not work for all businesses, as other kinds of target customers need more persuasion.
So, to persuade these potential clients or customers, there needs to be some kind of description or content that appears before the CTA. This ensures that the visitor reads something about the product or company before having to take action to the CTA. It is like you are reassuring them that you are the perfect company for them to call up.
The location of where the CTA goes after this is all down to your content layout that you want the call to action associated with. If possible, try to integrate the CTA button in the middle of the content so that visitors know it is related to what they are reading. It is proved that CTA’s in the middle can be so much more effective than putting it above the fold.