Call to action (CTA)

Why CTAs matter

Without clear calls to action, visitors interested in your offering don't know what to do next. They read your content, appreciate your value proposition, then leave without taking action because the next step wasn't obvious. Effective CTAs eliminate this uncertainty.

CTAs bridge interest and action. They should appear at moments when visitors are ready to engage—after you've established credibility, demonstrated value, or answered key questions. Timing and placement determine CTA effectiveness as much as copy.

Writing effective CTA copy

Use action-oriented, specific language. "Book your strategy call" beats "Submit" or "Learn more". "Get your custom quote" beats "Contact us". Visitors should know exactly what happens when they click.

Keep CTAs concise—2-4 words typically works best. Front-load the value: "Start your project" not "Click here to start your project". The button itself signals clickability; you don't need to say "click".

CTA design and placement

CTAs must stand out visually. High contrast against background, sufficient size (especially on mobile), and clear button styling all improve visibility. Don't hide your primary CTA—make it the most obvious interactive element on the page.

Place CTAs in your hero section, after compelling proof points, and at natural decision moments throughout content. Repetition helps—visitors scroll at different speeds and need multiple opportunities to act.

Primary vs secondary CTAs

Every page should have one primary action—the thing you most want visitors to do. This gets the prominent, high-contrast treatment. Secondary CTAs—less urgent actions like newsletter signup or browsing services—should be visually subordinate.

Too many competing CTAs create decision paralysis. Visitors presented with five equally-weighted options often choose none. Establish clear hierarchy: one obvious primary action, optionally supported by one subtle secondary path.

Testing and improvement

Small CTA changes significantly impact conversion rates. Test different copy, colours, sizes, and placements using analytics to measure results. Even modest improvements compound over time.