What is a call to action?
By Tom · Last reviewed · 6 minute read
A call to action (CTA) is a prompt on a website, email or advert that tells the reader what to do next, usually a button, link or banner with text such as 'Get a free quote' or 'Book a table'. Its job is to guide visitors towards a goal, whether that's making an enquiry, completing a purchase or signing up for a newsletter.
On this page
Why CTAs matter
Without clear calls to action, visitors may browse your site but leave without taking the next step.
Show visitors what to do next
Your website visitors need direction. A well-placed CTA tells them exactly what to do next, reducing confusion and friction. Without clear guidance, potential customers may not know how to get in touch or buy, even if they are interested in what you offer.
Turn visitors into enquiries
Getting visitors to your website is only half the job. CTAs turn those visits into enquiries, sign-ups and sales.
Measure what works
CTAs give you clear, measurable points to track. You can see how many visitors click your 'Get a quote' button compared with your 'Contact us' link, which helps you understand what your audience responds to and improve it.
Encourage people to act now
Well-written CTAs encourage visitors to act now rather than later. Phrases like 'Limited availability' or 'Book today for next-day service' prompt immediate action, so visitors don't leave meaning to come back and never do. Only use urgency when it's true.
Types of calls to action
Different CTA formats serve different purposes. Choose the right type for your goal.
Button CTAs
The most common and effective type. Buttons are visually distinct, clickable elements that clearly show an action, and they work well for your main goal. For example:
- 'Get a Free Quote' on service pages
- 'Add to Basket' on product pages
- 'Contact Us Today' in headers
- 'Download Now' for free guides
- 'Book Your Appointment' for bookings
- 'Start Free Trial' for software
Form CTAs
Forms placed directly on the page that collect details there and then. They reduce friction because visitors don't have to go to a separate page. For example:
- Newsletter sign-up forms
- Contact forms with name, email and message
- Quote request forms
- Callback request forms
- Free consultation booking forms
- A download in exchange for an email address
Banner CTAs
Prominent banners at the top or bottom of pages that promote a specific offer or action. Often used for time-limited promotions or important announcements. For example:
- Announcement bars for special offers
- Exit-intent pop-ups with discounts
- Sticky footer bars with contact details
- Hero section CTAs on homepages
- Mid-page promotional banners
- Sidebar CTAs on blog posts
Text link CTAs
Linked text within your content that guides readers to act. Less prominent than buttons, but useful for secondary actions and keeping the content flowing. For example:
- 'Learn more about our services' in paragraphs
- 'View our case studies' next to testimonials
- 'See pricing details' in feature lists
- 'Read the full guide' in summaries
- 'Get in touch' at the end of blog posts
CTA best practices
Follow these principles to write CTAs that encourage visitors to take action.
| Practice | Why it matters | Good | Avoid |
|---|---|---|---|
| Use action-oriented language | Start with a strong verb that tells visitors exactly what to do. 'Get', 'Download', 'Book', 'Start' and 'Discover' work better than passive phrases. | Get Your Free Quote Today | Submit |
| Say what they'll get | Tell visitors what they will receive when they click. Focus on the benefit to them, not the action itself. | Download Your Free SEO Checklist | Click Here |
| Create visual contrast | Your CTA button should stand out from the rest of the page. Use a contrasting colour and plenty of white space around it. | Bright orange button on a blue and grey page | Grey button that blends into the background |
| Add urgency when it's true | Time-sensitive language can increase enquiries, but only use it honestly. False urgency damages trust. | Book Today, Only 3 Slots Left This Week | 'Limited Time' on an offer that never ends |
| Make it work on phones | Make buttons big enough to tap (at least 44 by 44 pixels) and forms easy to fill in on small screens. | Full-width button on mobile with a large tap area | Tiny text link that's hard to tap |
| Test and refine | A/B test different wording, colours and placements to find what works for your audience. Small changes can make a big difference. | Testing 'Get a Quote' against 'Request Pricing' | Never changing your CTA because you assume it works |
Effective CTAs for different industries
The best CTAs match what customers expect in your industry.
| Industry | Primary CTA | Secondary CTAs | Tip |
|---|---|---|---|
| Tradespeople (plumbers, electricians, builders) | Get a Free Quote | Call Now, Request Callback, View Our Work | Put your phone number somewhere prominent, as many customers prefer to call for urgent jobs. |
| Professional services (solicitors, accountants) | Book a Free Consultation | Download Our Guide, Get Expert Advice, Contact Us | Offer a free first consultation to make getting in touch easier. |
| Restaurants and hospitality | Book a Table | View Menu, Order Online, See Special Offers | Make booking as easy as possible with an online reservation system. |
| Online shops and retail | Add to Basket | Buy Now, Save for Later, Check Availability | Use 'Buy Now' for impulse purchases and 'Add to Basket' for considered ones. |
| Health and wellness | Book Your Appointment | Find a Clinic, Check Availability, Contact Us | Online booking with real-time availability cuts down on phone calls and no-shows. |
| B2B and software | Request a Demo | Start Free Trial, Download Case Study, Contact Sales | Offer both a bigger step (a demo) and a smaller one (a download). |
Common CTA mistakes to avoid
These mistakes can noticeably reduce the number of enquiries you get.
Using generic text like 'Submit' or 'Click here'
Problem: visitors don't know what will happen when they click, which reduces trust and enquiries.
Solution: be specific about what the visitor will get or what happens next.
Having too many competing CTAs
Problem: visitors get overwhelmed and can't decide what to do, so they often leave without doing anything.
Solution: focus on one primary CTA per page, with a clear visual hierarchy for any secondary actions.
CTA buttons that don't stand out
Problem: visitors scroll past your CTA without noticing it.
Solution: use contrasting colours, a decent size and white space to make CTAs obvious.
Placing CTAs only at the bottom of pages
Problem: many visitors never scroll to the bottom, so they never see your call to action.
Solution: place CTAs near the top and repeat them at logical points through longer pages.
Asking for too much information in forms
Problem: long forms put people off, and every extra field means fewer people finish.
Solution: only ask for what you need. You can gather more details later.
Forgetting mobile users
Problem: most web traffic now comes from phones, and tiny buttons and complicated forms frustrate mobile visitors.
Solution: design CTAs for phones first, with large tap targets and simple forms.
Tip: Landing pages work best with a single, focused CTA. See what a landing page is.
Questions people ask
What is a call to action (CTA)?
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 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 goal, whether that is making a purchase, signing up for a newsletter or getting in touch.
Why are CTAs important for my website?
CTAs guide visitors towards taking meaningful action on your website. Without clear CTAs, visitors may browse your content but leave without getting in touch. For UK small businesses, effective CTAs turn website visits into enquiries, bookings and sales. They make it obvious what step the visitor should take next.
What are some examples of effective CTAs?
Effective CTAs are specific, action-oriented, and 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' and 'Claim Your 20% Discount'. The best CTAs clearly say what the visitor will get and use language that motivates action.
Where should I place CTAs on my website?
Put CTAs where visitors are likely to be ready to act. Key positions include near the top of your homepage (visible without scrolling), at the end of blog posts, in your website header or navigation, in the middle of long pages, at the bottom of service pages, and in a sticky header or footer. If your customers prefer to call, putting your phone number and a 'Contact us' link somewhere prominent works well.
How many CTAs should I have on a page?
Most pages should have one primary CTA and perhaps one or two secondary ones. Too many competing CTAs can overwhelm visitors and reduce enquiries, which is known as 'choice paralysis'. Your homepage might have two or three CTAs (a primary action plus alternatives), while landing pages work best with a single, focused CTA. Service pages can repeat the main CTA at logical points through the content. Always have one clear primary action you want visitors to take.
What colours work best for CTA buttons?
The best CTA button colour depends on your website's design, but it should contrast strongly with the content around it. If your site uses blue throughout, an orange CTA will catch the eye. Avoid using your CTA colour elsewhere on the page so it stays distinctive. Test different colours with your audience, as what works for one business may not work for another.
What makes a CTA effective?
An effective CTA combines several things: clear, action-oriented language (verbs like 'Get', 'Start', 'Download', 'Book'); a clear benefit to the visitor; visual prominence through colour, size and white space; urgency only when it's true; and sensible placement on the page. The button text should be specific: 'Get My Free Quote' works better than generic text like 'Submit' or 'Click Here'.
Should CTAs be different for different industries?
Yes, CTAs should suit your industry and what your customers expect. 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'. Online shops 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 want to do.