We aren’t designers, but we sure like good design. Not just pretty design. We like design that helps our clients sell more stuff, join their organization, download materials, subscribe to newsletters…, to respond to their call-to-action. Whereas our focus with search marketing is to increase the size of the sales funnel’s opening, user experience design impacts the width of the rest of the funnel: the conversion rates.
Hubspot has a great post — with examples — about designing a compelling call-to-action. And by design, we don’t just mean visual; you need a product to sell, something that people want. You also need to describe it in a way that people want it. These seem like obvious points, but they are very hard to communicate well without good examples. This article breaks down key elements of successful ETAs and identifies a variety of elements that make them more powerful.