CTAs for the best results

Common CTA mistakes on small business websites

Use a good call to action to improve lead generation

A good website call to action (CTA) should clearly tell visitors what to do next — for example, “Call now”, “Get a free quote” or “Book a consultation”. Keep it short, specific and easy to find. Use buttons that visually stand out and place them where people will naturally look — near key information or at the end of a section. Most importantly, match the CTA to what your customer is ready for — not everyone wants to “Buy now” right away, but they might be happy to “Learn more” or “Ask a question”.

Common mistakes to avoid

1. Too many CTAs at once

Overloading a page with different buttons like “Buy now”, “Download”, “Contact us” and “Subscribe” can confuse visitors. Stick to one clear goal per section.

2. Vague or weak wording

Phrases like “Submit” or “Click here” don’t tell the user what they’re getting. A strong call to action is clear and benefit-focused, like “Get a free quote” or “Book a free call”.

3. Hard to find or poorly designed

CTAs hidden in text, placed too low or using dull colours can be missed completely. Make sure buttons stand out and are placed where users naturally pause, like near headlines or after key content.

4. No CTA at all!

Surprisingly common — some sites forget to ask visitors to take any action at all. Even a simple “Contact us” or “See our work” can guide people forward.

5. Not mobile-friendly

If your CTA button is too small or buried on mobile, you’ll lose action from most of your traffic. Always test your website on phones.

6. No clear next step

If your CTA leads to a cluttered page or form that takes too long, people may give up. Keep the next step simple and user-friendly.

15 tips for the best call to action: follow our checklist

Clarity & purpose
1. Give each page one main CTA (not too many competing actions)
2. Make sure the CTA clearly explains what happens next, for example, use “Book a free call” rather than “Submit”
3. The action should match where the customer is in their journey, for example, “Learn more” is appropriate for early interest

Design & placement
4. Make CTA buttons easy to find and place them near key content or decisions
5. Use colour, size or contrast to ensure buttons stand out visually
6. Place a CTA near the top, middle and bottom of long pages

Mobile optimisation
7. Use CTA buttons; they're easy to tap on a phone
8. Ensure the CTA text is readable and doesn’t get cut off on small screens
9. Check the mobile layout keeps CTAs visible without too much scrolling

Function & follow-through
10. Check all CTA buttons link to the correct page or form
11. Make sure forms are short and easy to fill out
12. After clicking, send visitors a clear confirmation message or move them to the next step

Common mistakes to avoid
13. Don't use vague CTAs like “Click here” or “Submit”
14. Avoid multiple CTAs competing for attention in one section
15. Don't use CTAs that are buried in text or hard to see

For help, contact Buzz Marketing.

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