A site should guide the visitor towards an action: getting in touch, buying, signing up.

What makes a good call to action (CTA)

• A clear action verb: « Request a quote », « Book now ».
• A contrasting colour that stands out from everything else.
• A link that genuinely leads to the right page.

Where to place them

At least one CTA in the hero section, and a reminder at the bottom of the page. Do not drown the visitor in ten buttons: one primary action per page.

Key point: every page should answer the question « what do I want the visitor to do here? ».