A call to action (often shortened to CTA) is a button or link that invites visitors to take the next step, like Book a Call, Get a Quote or Shop Now.
Why it matters
Visitors are busy. If the next step isn’t obvious, many people simply leave. A clear call to action turns interest into action.
Tips for good calls to action
- Use clear, specific words. “Book a free consultation” beats “Submit”.
- Have one main action per page.
- Make it easy to spot, with a contrasting button colour.
- Repeat it in a few places on longer pages.