Call to Action.

Call to Action, or CTA for short, refers to a prompt to take action. It refers to the button or link that tells users what to do next: call, book an appointment, or request a quote. For a business, it’s the point where a visitor turns into a lead. If it’s missing or unclear, prospective customers will read the page and leave.

Here's How a Good Call to Action Works

The text explains what happens after the user clicks. Based on user tests, the Nielsen Norman Group describes how generic buttons like “Get Started” led visitors into sign-up processes and surveys, even though they were initially looking for information. Their advice, in essence: first explain what the offer is, and then ask for data. For links, NN/g also recommends that the text describe what users will get after clicking and begin with the most important word.

It must be immediately recognizable as clickable. According to NN/g, borders, color, size, and a consistent design help with this, while elements that merely look like buttons can be confusing. The WCAG 2.2 specifies a minimum target size of 24 by 24 CSS pixels for control elements, with a few exceptions.

What Your Business Should Keep in Mind

Be specific about the next step. “Schedule a free estimate” says more than “Learn more.” When people know what to expect after clicking, they’re less hesitant to click.

Make the phone number clickable. In our Cologne-based trades website report, only 43 percent of the 734 websites analyzed had the phone number embedded as a "tel:" link. On a cell phone, however, making a call is the most important call to action for many businesses.

Give each page a primary goal. In projects, we often see pages with several buttons that are equally eye-catching, leaving it unclear which step is intended. A clear primary button and a more subtle alternative help organize the page.

Test the wording. Google cites the text on a call-to-action button—such as “Add to Cart” versus “Buy Now”—as an example of small changes with surprising results. You can use an A/B test to find out what works best for your visitors.

Frequently Asked Questions About Calls to Action

How many CTAs should be on a page? One main call-to-action that you can repeat in several places, such as at the top and after longer sections. Use the same text for each one: According to NN/g, users assume that links with the same label lead to the same destination.

What color should the button be? There is no single "winning" color. The important thing is that it stands out and is easy to read. In our report, 62.4 percent of the pages had contrast issues, which often affect buttons as well.

What's the difference between a CTA and a conversion? A CTA is the call to action, while a conversion is the action taken—such as a submitted inquiry. The conversion rate measures how often this happens.

The free design check will help you determine whether your buttons stand out and are easy to understand.