What makes a good call to action?
Short answerA good call to action names a specific, low-effort next step and what the visitor gets from it. “Book a free assessment” beats “Submit”. It should stand out visually, appear where someone has just been convinced, and be the same main action throughout the page. One clear request works better than five competing ones.
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The longer answer
Words that say what happens next
A call to action is a promise. The button text should tell people exactly what they’re agreeing to. Compare:
- “Submit” or “Learn more” versus “Get my quote”.
- “Contact us” versus “Book a 15-minute call”.
- “Sign up” versus “Send me the checklist”.
Specific verbs reduce uncertainty. Lowering the commitment helps too. “Ask a question” feels smaller than “Request a consultation”, and for some services that’s the step people are ready for.
Placement and design
Put the main action in the hero section and repeat it after the sections that do the persuading, like reviews or a process overview. People decide at different points. Give the button enough contrast and space to be obvious, and make it large enough to tap comfortably on a phone.
A short line of microcopy beside it can remove the last worry: “No obligation”, “Reply within one business day”, “Takes two minutes”.
One primary action per page
When a page asks people to call, email, book, follow on Instagram and download a brochure, it asks for nothing in particular. Pick the action that matters most for that page and make it the primary button. Other options can sit there as quieter text links. A boutique law firm’s service page might lead with “Book a consultation” and offer “Call the office” as the secondary route for people who prefer the phone.
What I’d do
Nick Lovett, founder of Tavro
I write the call to action before I design the page, because everything above it exists to earn the click. For most clients there’s one primary action site-wide, usually booking or a quote request, with a phone link alongside for people who’d rather talk. I keep the wording specific, add a short reassurance line, and repeat the button wherever a visitor might be ready. Then I check it on a phone with one thumb. If it’s awkward to tap, it’s not finished.
Follow-up questions
One primary action, repeated a few times down the page, plus a quieter secondary option if it helps.
One that contrasts clearly with the page and fits your brand. Contrast and consistency matter more than any particular colour.
Yes, for people ready to act right away, and again lower down for those who need more convincing first.
Keep reading
- nick@tavro.ca
- 587-439-9994
- Calgary, Alberta