Calls to action that work on a business website
A good button can double your website's enquiries. How to write clear calls to action, where to place them and which mistakes make them invisible.
You can have a beautiful website that nobody calls because it is not clear what visitors should do after reading. The call to action (the button or link inviting the next step) is one of the biggest factors in a website bringing in clients.
What makes a good call to action
It says what happens when tapped
"Book an appointment", "See prices", "Message on WhatsApp". Better than "Submit", "More info" or "Click here".
It speaks from the client's side
"Get my quote" often works better than "Request a quote". Try whatever sounds natural for your business.
It reduces fear
One line underneath can make the difference: "No obligation", "I reply within 24 hours", "Free cancellation up to 24 hours before".
It is visible
A colour that contrasts with the rest, a finger-friendly size and space around it. If everything is a button, nothing stands out.
One main, one secondary
On each screen, one highlighted main action and, at most, one more discreet secondary one. For example: "Book an appointment" (main) and "See prices" (secondary). With five equal options, people hesitate and choose none.
Where to place calls to action
- At the very top, on the first screen.
- After explaining a service, when the reader knows what you offer.
- After reviews or prices, when they are most convinced.
- At the end of the page.
- On mobile, a fixed button to call or WhatsApp always at hand. Details in the WhatsApp button on your website.
Examples of calls to action by business
- Clinic or practice: "Book your first appointment", "Book a slot".
- School: "Book a trial class", "See timetables".
- Photographer: "Check my date", "See galleries".
- Holiday rental: "Check availability", "Book direct".
- Professional services: "Get a quote", "Schedule a call".
Common mistakes with calls to action
- Buttons that look like normal text.
- Sending people to a fifteen-field form.
- Asking "Subscribe to our newsletter" before they know what you do.
- Buttons that open a page that does not load well on mobile.
Measure what works
If you have visitor statistics, see how many people tap each button. Change one thing at a time (text, colour, position) and compare over a few weeks.
A tool can also do the job: visitors play with a calculator and end up with a clear reason to contact you. Try ours in the cost calculator.
Calls to action designed for mobile
Nearly all visits to a local business come from a phone, so the button must be easy to tap with a thumb without aiming. In addition, direct actions work very well on mobile: "Call", "Message on WhatsApp" or "Book an appointment", which open the app straight away.
On the other hand, people skim. The Nielsen Norman Group describes this in its research on the F-shaped reading pattern: people mostly look at the first lines and the left side. That is why the main call to action should appear at the top, without scrolling. And if you want WhatsApp to open with a message already written, see the WhatsApp button on your website. A button nobody sees on a phone does not exist for your client.
On a related note, you may also find landing page or full website useful.
Frequently asked questions
What colour should buttons be?
The colour that contrasts most within your palette, used only for important actions.
How many calls to action per page?
Several throughout the page, but repeating the same main action. What does not work is offering many different actions.
Form or WhatsApp?
It depends on your clients. Ideally offer both and see which they use most.
Which call to action works best on a service website?
It depends on the business, but those stating the concrete next step usually win: "Book now", "Get your price". This website, for example, has a cost calculator.