Calls to action that get clicks on a small site

Say what happens next

'Submit' tells a visitor nothing. 'Get my free estimate' or 'Book a 20-minute call' tells them what they receive and roughly how long it takes. Start with a verb, add the benefit or outcome, and keep it under about five words where you can.

Compare these: 'Click here' versus 'See our 2024 project photos.' The second one sets an expectation. When people know what is behind a click they are more willing to click.

One main action per page

Decide what the page is for. A service page might aim for a quote request. A pricing page might aim for a call. An article might aim for a newsletter signup. Give that action the strongest button on the page and use quieter text links for everything else.

If every button is bright orange, none of them stands out. Use your accent color only for the main action.

Where to place it

Put a call to action in the first screen, after each major section where a reader might feel convinced, and at the bottom. On long pages, a sticky bar on mobile with a call button can help, as long as it does not cover content or the cookie notice.

Do not make people scroll up to act. If someone finishes reading a testimonial and is persuaded, the next step should be right there under it.

Reduce the effort and the fear

Short forms convert better than long ones, and a phone number is easier than a form for urgent jobs. Add a line near the button that lowers the risk: 'No obligation,' 'We reply within one business day,' or 'You can cancel any time,' if those statements are true and you honor them.

Never promise a response time you cannot meet. A broken promise at the first contact costs more trust than a slower, honest one.

Common mistakes to fix

Look for these: buttons that look like text, text links that look like decoration, low contrast between button and background, tiny tap targets on phones, and buttons that go to a page not related to their label. Also check that every button works, since a dead one after a redesign is common.

Try the squint test. Blur your eyes at the page. The main button should still be the first thing you see. If it is not, change the size, color or space around it.

Measure what happens

Without numbers you are guessing. Track clicks on your main button, calls from the phone link, and completed forms. Free analytics tools can record these as events, and your phone provider may show call counts. Change one thing at a time, such as the wording, and compare a few weeks before and after so you know which change did the work.

Small sites with low traffic cannot run precise tests, so rely on large differences and common sense. If the button gets clicks but few forms are finished, the problem is on the next page, not the button.

Common questions

This guide is general information. Search engines change how they work and their guidelines; check Google's current documentation for your situation. Nobody can guarantee a ranking.