A call to action, often shortened to CTA, is simply the thing you want a visitor to do next. On most small business websites, that's ringing you, sending a message or asking for a quote. The button is how they do it.
It sounds simple, and it is. But lots of websites make it harder than it needs to be. Vague wording, buttons that blend into the page, or so many options that people don't pick any of them.
Here's how to get your buttons working for you.
Say exactly what happens
The words on a button should tell people what they'll get when they tap it. Be specific and use plain language.
Good examples:
- "Get a free quote"
- "Call now"
- "Book an appointment"
- "Check availability"
- "Send us a message"
Weaker examples:
- "Submit"
- "Click here"
- "Learn more"
- "Go"
"Submit" is the classic one. It's the default on lots of contact forms, and it sounds like handing in paperwork. Nobody wants to submit. They want a quote, or an answer, or a booking. Say that instead.
A good test is to read the button on its own, with nothing around it. Does it still make sense? "Get a free quote" does. "Click here" doesn't.
One main action per page
Every page should have one main thing you want people to do. Decide what it is and make that the obvious choice.
For a trade business, it's usually a quote or a call. For a salon, it's usually booking. For a cleaner, it might be checking availability.
You can have other links on the page, but they should be clearly less important. When a page has five buttons all the same size and colour, people don't know where to look. Too many choices can mean they make none.
If you do need a second option, make it look different. A solid, bold main button and a plainer text link for the second one works well. For example, "Get a free quote" as the main button, with a simple "or give us a ring" link underneath.
Make phone numbers tap to call
Most people looking for a local business are on their phone. If your number is just text, they have to remember it, switch apps and type it in. Some won't bother.
A tap-to-call link means they press your number and their phone starts dialling. It's a small detail that removes a lot of hassle.
- Make every phone number on your site tappable
- Put a "Call now" button near the top of the page on mobile
- Consider a call button that stays at the bottom of the screen as people scroll
- Check it works by tapping it on your own phone
If you use WhatsApp for enquiries, a button that opens a chat directly works in the same way.
Put buttons where people decide
People need to see a button at the moment they're ready to act. That's rarely just at the very bottom of a page.
Good places for your main button:
- At the top of the page, visible without scrolling
- After you've described a service and what's included
- Next to reviews, when trust is at its highest
- At the end of the page, for people who read everything
Repeating the same button a few times down a long page is fine. It's the same action each time, so it doesn't add confusion. It just means the button is there whenever someone's ready.
Make them stand out
A button should look like a button. It needs to be easy to spot and easy to press.
- Use a colour that contrasts clearly with the background
- Keep that colour for your main buttons, so people learn what it means
- Make the text big enough to read easily
- Leave space around the button so it doesn't get lost
- Make it large enough to tap with a thumb without hitting something else
Contrast just means how much the button and its text stand out from what's around them. It matters for everyone, but especially for people with poorer eyesight. Pale grey text on a white button might look stylish, but it's hard to read. Dark text on a light button, or light text on a dark one, is safer.
What to avoid
A few common mistakes:
- Vague wording. "Submit", "Click here" and "Learn more" don't tell anyone anything.
- Too many choices. One clear main action beats five competing ones.
- Hidden buttons. If people have to scroll a long way to find out how to contact you, some won't.
- Forms that ask too much. Name, contact details and a short message are usually enough to start.
- Buttons that don't work. Test your form and your phone links. A contact form that never reaches your inbox is worse than no form at all.
That last one is easy to miss. Send yourself a test message every now and then to make sure it arrives.
After the tap
What happens next matters too. If someone fills in your form, show a clear message saying it's been sent and when they'll hear back. If you say you'll reply within a day, make sure you do.
Keep it simple
Good buttons aren't clever. They're clear, easy to find and honest about what happens next. Get those three right and you'll make it much easier for people to get in touch.
Every site We are Graft builds has your number one tap away and a contact form that actually reaches you. Have a look at our example sites to see how the buttons are laid out, or ask for a free design of your own.