People rarely like to be told what to do. We want to have choices about everything. That's why Google offers three different routes to drive just a few miles, why Starbucks offers more than just a regular old cup of coffee, and, of course, why Google serves you and your competition right next to one another in search.

It's human nature to want to have options. But here's a little secret: your website visitors don't want to have to make a choice. They want to be told what to do every step of the way.

Apply Now. Inquire Now. Request More Information. Download our Viewbook. It doesn't matter how many times they click as long as each click is a subconscious decision that ultimately leads them right down your admissions funnel.

A call to action (CTA) is an image or text that prompts your site visitor to take a desired action, like clicking the button, downloading an application, or filling out a form. Chances are, your users see these dozens of times during their search.

So, how do you make yours stand out, and how do you achieve that perfect level of "bossy" to get your prospective families right where you want them?

You craft the perfect call to action.

We've defined ten ideas for writing an engaging, actionable, and irresistible call to action for your school's admissions office.

1. It needs to have a great design

You only have about seven seconds (or less!) to get the attention of a website visitor. So, when a prospective student lands on your website, where is the first place you want their eyes to be diverted to?

Great calls to action are:

• Interactive: Engaging CTAs, like buttons or hover effects, encourage users to click and take action, making the experience feel more dynamic and engaging.
• Colorful: Use bold, contrasting colors to make your CTAs stand out visually, drawing attention and guiding visitors to take the next step.
• Accessible: Ensure your CTAs are accessible to all users by incorporating alt text, using descriptive and unique text, and ensuring they meet color contrast standards for readability.
• Easy-to-read: Keep the text concise and direct, using large, clear fonts to ensure users can quickly understand the action you want them to take—especially on mobile devices.

A good call to action needs to be eye-catching and obvious that it's clickable, just like Metairie Park Country Day School's.

What's the use of a call to action if you hide it from the glancing eye? Today's users are scanners and scrollers. Place calls to action in plain sight to guide the user to their "next step" at any point during their journey—and that goes for all pages on your site.

The bottom of a vertically scrolling homepage is a key opportunity to engage and capture visitors' attention. It encourages them to spend more time on your site and doesn't force them to scroll up, search, or go back to find what they're looking for.

Catherine Cook School and hundreds of other independent schools smartly use calls to action at the end of their homepage stories—it's an effective strategy for increasing inquiries and applicants, and with CTAs that big, they're hard to miss!

Calls to action can be placed anywhere on your site, but they're extremely useful on landing pages and top-hit lower-level pages, too — like employment and admissions.

Pro Tip: Use Google Analytics and identify your top 25 pages for new site visitors. Be sure you have at least one strong call to action on each page.

3. It's well-written and uses action words

Calls to action aren't your place to be vague. Well-written and action verbs that keep it simple with short and to-the-point phrases get the most clicks. 'Apply now,' 'Sign up for our open house,' and 'Learn more' are active phrases that let users know exactly where they are going next.

The most clickable calls to action are also accompanied by a short phrase or photo explaining why they should be clicked.

For example, Princeton Day School's admissions page features an enticing, full-width CTA encouraging users to "discover more" and schedule a campus visit.

4. It's not surrounded by distractions

There is a saying that if you give people more than two choices online, they always choose to do nothing. Crazy, right?

Given two choices in real life, you're always forced to choose one. (Or hey, maybe both. That's why the chocolate-vanilla twist was invented.)

Give calls to action in their own section so they're easy to see and don't surround them with unrelated content. Remember: your calls to action should always be related to the content that's being displayed and the audience you're targeting.

5. It offers a reward and the next steps

When a user takes the next step to fill out an inquiry or application form, remember to also communicate the benefit for the user if they complete the call to action.

• Will they learn more about the programs and meet the faculty?
• Experience campus for themselves?
• Become part of a community?

If they filled out a form:

• When will they hear from you next?
• Will it be via email, phone, or text?
• Will you email any materials immediately?
• What can they do next?

6. Tailor CTAs for different stages of the admissions funnel

Calls to action can vary in purpose depending on where a prospective family is in their admissions journey. Early-stage CTAs could include "Explore Our Programs" or "Download Our Viewbook," while mid-funnel CTAs might be "Schedule a Tour" or "Join Our Open House." For prospects further along, use CTAs like "Start Your Application."

German International School New York knows families are in different stages of their research, so they've offered multiple ways to take action and advance families down the admissions funnel, no matter where they are in their journey.

7. Create a sense of urgency (without being pushy)

A strong CTA button often includes a sense of urgency to nudge users to "act now" rather than later. Phrases like "Limited Spots Available" or "Register Before [Deadline]" encourage prospects to act quickly on a specific action. However, balance this urgency without being overly aggressive. You want to prompt action, not overwhelm or pressure potential applicants.

8. Make it mobile-friendly

More families are browsing school websites on mobile devices, so ensure your CTAs read and display well on a mobile device. Buttons should be easy to tap, text should be readable, and their placement should account for scrolling habits. A mobile-friendly CTA increases the likelihood of clicks from smartphone users, which is so crucial in today's mobile-first browsing world.

These call-to-action buttons on Saint Mary's School's admissions page, look great on a mobile device, and they're free from clutter—love the language too!

9. A/B test your CTAs

One of the best ways to improve your CTAs is by testing them with slight variations. A/B testing involves creating two versions of a CTA and analyzing which performs better. Test variables like button color, text, and placement to see what resonates most with your audience.

10. Measure success with analytics

Tracking the performance of your CTAs is essential to understanding their impact. Use tools like Google Analytics, heatmaps, or UTM (Urchin Tracking Module) to measure click-through rates (CTRs), conversion rates, and user behavior. Regularly reviewing these metrics allows you to refine your strategy and make data-driven decisions.

Key Takeaway

While guiding your target audience through clear and direct CTAs is important, remember to understand their decision-making process. Be direct but also empathetic. Families are looking for guidance and assurance, so keep your CTAs actionable and reflect your school's supportive, welcoming nature every step of the way.