What is a call to action, and what makes a good one?
A call to action is the line or button that tells a visitor what to do next, such as "Call for a quote" or "Book a visit". A good one asks for a single step, uses a plain verb, says what happens after the click, and uses the same wording everywhere it appears. Each page should have one main call to action, repeated where a reader is ready to act.
What a call to action is
Every page a customer lands on should end in a next step. The call to action is that step, written out: a button, a phone number with a short line in front of it, or a link to a booking form.
For a service business the step is usually one of three things: call, book, or ask for a quote. Pick the one your customers actually prefer and make it the main action on the page.
What makes a good one
- One main action per page. A second option, such as a phone number next to a form, is fine; five competing buttons are not.
- A plain verb first: call, book, get, schedule, ask.
- Words that say what happens next, such as "Get a quote within one business day", if that is true.
- The same wording everywhere. If the top button says "Book a visit", the bottom one should not say "Contact us".
- A button that looks like a button and is easy to tap with a thumb.
Where to put it
Put the main call to action near the top, so a visitor who already knows what they want does not have to scroll. Repeat it after the sections that answer the big questions, such as what is included and what it costs to get started, and again at the end of the page.
On phones, a phone number that dials when tapped is often the quickest way to reach you. Make sure it works.
Weak versus clear
| Weak | Clear | |
|---|---|---|
| Button text | Submit | Send my quote request |
| Next step | Learn more | See what is included |
| Phone line | Contact us today | Call now to book a visit this week |
| Booking | Get started | Pick a time for your estimate |
| Form heading | Questions? | Tell us about the job and we will reply today |
Common mistakes
The usual problems are vague words, too many choices, and promises the business cannot keep. If the button says "reply today", someone has to reply today. A call to action is a small promise, and keeping it is part of what makes the next visitor trust it.
Related answers
- What should a service business homepage say?
- Why does my website get no inquiries?
- What is a conversion rate, and how do you improve it on a service website?
Websites, upgraded or built
Most businesses do not need a new website. They need the one they have to load fast, say clearly what they do and ask the visitor to take one step.