How do I write a good call to action?
A call to action tells a visitor what to do next, such as Call now or Book online. Give every page one clear, specific main action.
A call to action (often shortened to CTA) is the part of a page that asks the visitor to take the next step: a button that says "Book an appointment", a tap-to-call phone number, or a line like "Request a free estimate". Without one, visitors read your page and leave.
What makes a good call to action
- One main action per page. Pick the one that matters most, such as call, book or request a quote. Secondary actions can be smaller.
- Specific words. "Book your cleaning" says more than "Submit" or "Click here". Google also recommends link text that makes sense on its own.
- Visible. Near the top of the page, again after key sections, and at the bottom.
- Thumb-friendly. Big enough for a thumb on a phone, with a phone number that dials when tapped.
- Honest about what happens next. Promise a response time only if you can meet it every time.
Examples
| Business | Main call to action |
|---|---|
| Plumber | Call now for same-day service |
| Salon | Book online |
| Contractor | Request a free estimate |
| Restaurant | See the menu, then Order online |
| Shop | Add to cart |
Common problems
- If the button gets few clicks, try clearer words and move it higher on the page.
- If people call instead of using the form, that is fine. Make sure calls are tracked so you can count them.
- If a page has five buttons of equal size, make one the main action and tone down the rest.
- If you want your buttons changed, open a request in your client portal and tell us the page and the wording.
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