Call to action (CTA)

A call to action (CTA) is the button or link that tells a visitor what to do next, like "Order now", "Book a call" or "Try it free". It turns interest into action: a visitor who likes your page but sees no clear next step often simply leaves.

What makes a call to action work

• One main action per screen. Two equally prominent buttons make visitors hesitate. Make one the obvious choice and the other secondary.
• Words that say what happens. "See the menu" or "Get a quote in 2 minutes" works better than "Submit" or "Click here".
• Visible. A colour that stands out from the rest of the page, and enough space around it.
• In the first screen. Especially on a phone, the main button often drops below the first screen. Check it with the free above the fold checker.
• Low risk. A short line next to the button, like "No credit card needed" or "Cancel anytime", takes away hesitation.

CTA and the first impression

The last of the four first-impression questions is Would I stay? A clear call to action is a large part of the answer: it gives a visitor who's interested something to do. Read more about the first screen on a phone in your first screen on a phone.