What is a Call to Action?

A Call to Action (CTA) is a prompt on a website, email, or advertisement that tells the user what action to take next. CTAs are typically presented as buttons, links, or banners with action-oriented text such as 'Get a Free Quote', 'Contact Us Today', 'Download Now', or 'Start Your Free Trial'. The purpose of a CTA is to guide visitors towards a conversion goal, whether that is making a purchase, signing up for a newsletter, or getting in touch.

CTAs are essential because they guide visitors towards taking meaningful action on your website. Without clear CTAs, visitors may browse your content but leave without converting. Research shows that websites with prominent CTAs can increase conversion rates by up to 121%. For UK small businesses, effective CTAs turn website traffic into enquiries, bookings, and sales. They reduce friction in the customer journey and make it obvious what step the visitor should take next.

Effective CTAs are specific, action-oriented, and create urgency or highlight value. Good examples include: 'Get Your Free Quote in 60 Seconds', 'Book Your Consultation Today', 'Download Our Free Guide', 'Start Your 14-Day Free Trial', 'Request a Callback', 'View Our Portfolio', 'Join 10,000+ Happy Customers', and 'Claim Your 20% Discount'. The best CTAs clearly communicate what the visitor will get and use compelling language that motivates action.

CTAs should be placed where they naturally fit the visitor's journey. Key positions include: above the fold on your homepage (visible without scrolling), at the end of blog posts, within your website header or navigation, in the middle of long-form content, at the bottom of service pages, in a sticky header or footer, and on exit-intent popups. For UK businesses, placing a phone number and 'Contact Us' CTA prominently is particularly effective as many customers prefer to call.

Most pages should have one primary CTA and potentially one or two secondary CTAs. Having too many competing CTAs can overwhelm visitors and reduce conversions - this is known as 'choice paralysis'. Your homepage might have 2-3 CTAs (primary action plus alternatives), while landing pages work best with a single, focused CTA. Service pages can have the main CTA repeated at logical points throughout the content. Always have one clear primary action you want visitors to take.

The best CTA button colour depends on your website's design, but it should contrast strongly with the surrounding content. Orange, green, and red buttons consistently perform well in tests. The key is making your CTA stand out - if your site uses blue throughout, an orange CTA will catch attention. Avoid using your CTA colour elsewhere on the page so it remains distinctive. Test different colours with your audience, as what works for one business may differ for another.

An effective CTA combines several elements: clear, action-oriented language (use verbs like 'Get', 'Start', 'Download', 'Book'); a compelling value proposition (what benefit does the visitor receive?); visual prominence through colour, size, and white space; urgency or scarcity when appropriate ('Limited Time Offer'); and proper placement in the user journey. The button text should be specific - 'Get My Free Quote' outperforms generic text like 'Submit' or 'Click Here'.

Yes, CTAs should be tailored to your industry and customer expectations. Tradespeople like plumbers and electricians benefit from 'Get a Free Quote' or 'Call Now for Emergency Service'. Professional services such as solicitors and accountants work well with 'Book a Consultation' or 'Schedule a Free Review'. Restaurants should use 'Book a Table' or 'View Menu'. E-commerce sites need 'Add to Basket' and 'Buy Now'. B2B companies often use 'Request a Demo' or 'Download Case Study'. Match your CTA to what your customers actually want to do.