18. #8
DO use compelling and
actionable copy that conveys
the value being offered.
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19. #9
DON’T oversell and under-
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20. #9
DO set the right
expectations
about what
visitors will
receive.
26. #12
DO use data or
testimonials to
validate your
proposition.
27. #13
DON’T miss opportunities to
promote your CTAs.
28. #13
DO use CTAs in everything you
do – email, blogging, social
media, and thank-you pages.
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29. #14
DON’T use the same CTAs
for too long.
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30. #14
DO experiment with and A/B
test your CTAs to know what
design, copy, and placement
works best.
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32. #15
DO add keyword-rich ALT tags
so your CTA adds search value
to the page.
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33. #16
DON’T use Flash or
complicated animations.
34. #16
DO use CTAs
that are mobile-
optimized so
any device can
see them.
35. #17
DON’T use branding as the
only objective of your CTA.
41. #20
DON’T obsess over a pixel-
perfect design.
Great design, but
what is this for?
42. #20
DO master the copy – that’s
what really gets visitors to take
action.
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