Defining a Call to Action

[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, Twitter, 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