Add a clear call-to-action
One obvious button that tells visitors exactly what to do next.
What it means
A call-to-action (CTA) is the primary button you want every visitor to click — 'Get a quote', 'Book a demo', 'Start free trial'. Pages without one leave the visitor to figure out the next step alone.
Why it matters
The CTA is the single biggest conversion lever on any page. Visitors rarely hunt for how to buy or contact you; if the action isn't obvious within seconds, they leave.
How to fix it
- Choose the one action that matters most on this page — a page can have multiple buttons, but they should all lead to the same journey.
- Place it above the fold (visible without scrolling) and repeat it at the bottom.
- Write specific text: 'Get my free quote' beats 'Submit' or 'Learn more'.
- Make it look clickable: high-contrast colour, generous padding, rounded corners — it should be the most visually prominent element on the page.
- On mobile, keep it thumb-reachable and at least ~44px tall.
Helpful tools
- Our conversion score tab
- A/B testing tool (later)
Not sure if this affects your site? Analyze your website for free or compare it with a competitor.
Related guides
- Add the viewport meta tag: One line of HTML that makes your site render at mobile width instead of zoomed-out desktop.
- Add trust signals: Reviews, guarantees, and credentials that make strangers comfortable buying.
- Show social proof: Numbers and voices of other customers — 'Join 4,000 teams' beats any slogan.
- Make the site work on mobile: Readable text, tap-sized buttons, and no horizontal scrolling on phones.