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Web Design Process

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Defining a Call to Action

1:52 with Nick Pettit

We want to draw attention to the pre-order offer, most likely in the form of a button or a link. This is what's called the call to action, because it's the behavior, or action, that we want to encourage in site visitors.

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    [MUSIC] 0:00
    We're going to design a landing page that does three things. 0:04
    Captures the attention of visitors as soon as they hit the site. 0:08
    Educates them about the product, and then drives them toward a pre-order. 0:12
    They're 25 to 35 year old homeowners that make heavy use of social media. 0:17
    We're designing a landing page for a marketing campaign and 0:22
    ultimately we want site visitors to pre-order the product. 0:26
    We want to draw attention to the pre-order offer most likely in the form 0:31
    of a button or a link. 0:35
    This is what's called the call to action because it's the behavior or 0:38
    action that we want to encourage in site visitors. 0:43
    It's important to define the call to action because when designing a website, 0:48
    it's best to design from the inside and work your way out. 0:53
    Let me explain. 0:57
    If you start designing a webpage by adding the logo, 0:59
    navigation, footer, and everything else that goes around the content, 1:02
    then the purpose of the page might get lost. 1:08
    The page can get crowded with pieces of noise around the outer edges of the page, 1:11
    without much room left to focus on the inside of the page 1:16
    where the content belongs. 1:20
    Instead, it's best to start with the primary purpose of the page, and 1:22
    then build everything around each subsequent priority. 1:27
    That's what it means to design from the inside out. 1:31
    It's not always possible to do this on an existing webpage, but for a landing 1:35
    page that's separate from the rest of the site, it can be a good approach. 1:40
    So the call to action will be to pre-order. 1:45
    With that in mind, we're ready to start wire framing the design. 1:48

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