March 20, 2023

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Categories: University, Website

Academic Websites Need a Clear Call to Action

As a university department or research lab, you aren’t trying to drive sales of some product. But, you do still have objectives to accomplish with your website. It’s essential that your website has a clear call to action (CTA) that encourages visitors to take a specific action. A CTA can help you increase conversions, improve engagement, and ultimately achieve your website’s goals.

What is a call to action?

A call to action is a clear and concise message that tells visitors what you want them to do next. A CTA can be in the form of a button, a link, or a message. Some examples of CTAs include “Sign up for our newsletter,” “Schedule a consultation,” or “Apply now.”

Why do academic websites need a clear call to action?

Academic websites need a clear call to action for several reasons:

  • Drive conversions: A clear call to action can encourage visitors to take a specific action, such as applying to your program or signing up for your newsletter.
  • Improve engagement: A CTA can help visitors navigate your site more easily and find the information they need.
  • Make your goals clear: A CTA can help make your website’s goals clear to visitors, whether it’s to attract new students or collaborators, raise awareness of your research, or promote an event.

How can you create a clear call to action?

Here are some tips for creating a clear call to action on your academic website:

1. Define your website’s goals

Before you can create a clear call to action, you need to define your website’s goals. What do you want visitors to do when they visit your site? Do you want them to apply to your program, sign up for your newsletter, or view your research? Once you know your goals, you can create a CTA that aligns with them.

2. Use clear and concise language

Your CTA should use clear and concise language that tells visitors exactly what you want them to do. Avoid vague or confusing language and make sure your CTA stands out on your website.

3. Use design to make your CTA stand out

Design can help make your CTA stand out on your website. Consider using a different color, font, or button style to make your CTA more eye-catching. Make sure your CTA is prominently displayed on your website, ideally above the fold.

4. Test and refine your CTA

Test and refine your CTA over time to see what works best. Try different language, colors, or button styles to see what generates the most clicks and conversions. Use analytics to track your CTA’s performance and make changes as needed.

Conclusion

A clear call to action is a crucial element of any academic website. By defining your website’s goals, using clear and concise language, using design to make your CTA stand out, and testing and refining your CTA over time, you can encourage visitors to take the specific actions you want them to take and ultimately achieve your website’s goals.