- Say what happens next: 'Book a 20-minute call' beats 'Contact us'.
- Match the CTA to how ready the visitor is: not every page should ask for a sales call.
- One main CTA per page section, repeated in the same words, with proof close by.
- Make it look like a button, read clearly out of context, and work on a phone.
What makes a good call to action
A call to action (CTA) is the prompt that asks a visitor to take the next step: a button, a link or a line of text. On a business website, CTAs are where visits turn into enquiries, so small changes to them can make a real difference.
Good CTAs share four qualities:
- Specific: they say exactly what happens when you click. "Get a fixed-price quote", not "Submit".
- Valuable: they describe what the visitor gets, not what you want. "See our pricing", not "Learn more".
- Right-sized: they match how ready the visitor is. Someone reading a guide may want a checklist, not a sales call.
- Easy to act on: visible, clearly a button, and simple to tap on a phone.
Call to action examples by page type
| Page | Weak CTA | Better CTA | Why it's better |
|---|---|---|---|
| Homepage | Learn more | See how we support law firms | Specific to the visitor and the next page |
| Service page | Contact us | Book a free 20-minute IT review | Says what they get and the commitment |
| Pricing page | Get started | Get a fixed-price quote in 24 hours | Removes uncertainty about speed and cost |
| Case study | Read more | See more manufacturing case studies | Keeps a relevant reader on a relevant path |
| Guide or article | Subscribe | Get the monthly checklist by email | Names the value of signing up |
| Contact form | Submit | Send my enquiry | Clear, first person, confirms the action |
| Quote form | Submit | Get my quote | Restates the benefit |
| Download | Download | Download the 30-point checklist (PDF) | Says what and in what format |
| Event | Register | Save my place: 12 March, 10am | Adds the key detail |
Match the CTA to the visitor's readiness
Not every visitor is ready to talk to sales. Offer a next step that fits where they are:
| Readiness | Typical page | CTA ideas |
|---|---|---|
| Researching | Guides, blog posts | Download a checklist, subscribe, read a related guide |
| Comparing | Service pages, case studies, pricing | See pricing, view case studies, book a demo or review |
| Ready to buy | Pricing, contact | Get a quote, book a call, call now |
A service page can carry a primary CTA ("Book a free IT review") and a softer secondary one ("See pricing"), visually less prominent.
How to write CTA buttons people click
- Start with a verb: book, get, see, download, talk, send.
- Keep it short: usually two to six words.
- Use first person where it fits: "Get my quote" often reads more naturally on forms than "Get your quote".
- Remove risk words: if it's free, say so; if there's no obligation, say that next to the button rather than inside it.
- Make link text make sense on its own. People using screen readers often jump between links and buttons, so "Click here" and "Read more" don't tell them anything. WCAG asks for link purpose to be clear from the link text or its context.
CTA button design
- Looks clickable: a solid button in a colour that contrasts with the background, used consistently for primary actions.
- Readable: text contrast of at least 4.5:1 against the button colour.
- Big enough to tap, with space around it.
- Visible focus state for keyboard users.
- One primary button per section. Two equally loud buttons side by side split attention.
Where to place calls to action
- Near the top of key pages, visible without scrolling on desktop.
- After proof: next to reviews, case study results or accreditations, where confidence is highest.
- At the end of the page, for people who read everything.
- In context: a guide about website audits can end with "Get the audit checklist"; a pricing table ends with "Get a quote".
- Repeated in the same words, so visitors aren't wondering whether two buttons do different things.
How to test what works
- Track clicks and completions. Set button clicks or form submissions as key events in GA4.
- Change one thing at a time: the wording, the position or the offer.
- Give it enough traffic before judging. On a small site, a change may need weeks to show a reliable difference.
- Look at enquiry quality too. A softer CTA may bring more enquiries but fewer qualified ones.
Our guide to website conversion rate covers how to diagnose pages that aren't converting.
Questions
What is a good call to action example?
"Book a free 20-minute IT review" is a good example: it starts with a verb, says what the visitor gets, and makes the commitment clear. Compare it with "Contact us", which doesn't say what happens next.
What should a CTA button say?
What happens when it's clicked, in a few words starting with a verb: "Get my quote", "See pricing", "Download the checklist". Avoid "Submit", "Click here" and "Learn more" on their own.
How many calls to action should a page have?
One main action per page or section, repeated where it makes sense, plus at most one softer secondary option. Several competing CTAs split attention.
Can a call to action be a question?
A question can lead into a CTA ("Not sure which plan fits?"), but the button itself should be a clear action ("Compare plans").
Where should I put a CTA on a page?
Near the top, after key proof such as reviews or results, and at the end of the page. Place it where the visitor is most likely to be ready to act.
Every guide is checked against the platform it describes before it’s published, and re-checked when the platform changes.