CTA

A CTA is the next step you want the reader to take. Often it is a button, but it can also be a link, a phone number or a sentence at the end of a text. A good CTA says what happens when you tap it, not just "Send" or "Read more".

Without one, the visitor has to guess

A page without a clear CTA leaves it to the visitor to work out the next step. That is an unnecessary hurdle for someone who was actually ready to get in touch.

Too many choices are a problem too. Five buttons with equal weight make it harder to choose. One main button per page, ideally repeated at the bottom, shortens the path to a conversion. On a landing page there is often only one.

How to check yours

Go through your most important pages and find the button you want people to tap. Is it visible on a phone without scrolling? Does the text say what happens, such as "Book an appointment" instead of "Submit"? Does it say nearby what it costs or how long it takes? Changing text is free, and if you have enough traffic, you can test versions against each other with A/B testing.