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?”.

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