What is a call to action?
A call to action (CTA) is the prompt that asks visitors to take the next step – usually a button or a link. The CTA text is the label on that button.
Every page that’s meant to achieve something needs a clear next step: an enquiry, a booking, a purchase, a download. The call to action is the moment a visitor decides. That’s why those two to four words on the button deserve more thought than many a paragraph.
Why does button text decide your conversions?
A conversion is an action you want visitors to take – an enquiry or an order, for instance. Right before the click, every visitor has the same questions: What happens now? What will this cost me? Am I committing to something?
A vague button leaves those questions open. A good one answers them before they turn into a barrier. And the copy is the easiest lever you have: no developer, no designer, just a better sentence.
What makes good call-to-action copy?
- Outcome, not action: Say what the visitor gets, not what they do. “Get my quote” instead of “Submit”.
- Specific, not generic: “Pick a time” says more than “Continue”.
- State the effort: “Get your score in 10 minutes” shows the step is small.
- Keep it short: two to four words. Explanations go below the button.
- Write from the visitor’s side: first person (“Start my free trial”) reads like their answer to your question. Test it against second person.
- Remove the worry: a short line below the button such as “Free, no sign-up” or “Reply within one working day” answers the biggest concern.
- One primary button per section: two equally strong buttons side by side make people hesitate.
How would I rewrite my old buttons today?
In 2020 I published a list of the button labels I used on German sites. I wouldn’t write all of them that way any more. Here’s the English equivalent of each, and how I’d phrase it now:
| Then | Now | Why |
|---|---|---|
| Request a custom quote | Get my quote | outcome instead of process, shorter |
| Get in touch | Send a message | says exactly what the click does |
| Send enquiry | Get a call back | names what the visitor gets out of it |
| Start free analysis | Get my free analysis | outcome instead of starting a process |
| I’m interested | Email me the details | makes the next step tangible |
| Opportunity analysis | Show my opportunities | a verb turns a label into an action with a result |
| 10-min questionnaire – get your score | Get your score in 10 minutes | result first, effort right there |
Which call-to-action examples fit which goal?
| Goal | Button text examples | Line below the button |
|---|---|---|
| Enquiry or quote | Get a quote · Ask for pricing · Get a call back | No obligation, reply within one working day |
| Consultation or meeting | Pick a time · Book an intro call · Open calendar | 15 minutes, video or phone |
| Check or audit | Check my website · Show results · Get my report | Free, no sign-up |
| Newsletter | Get tips by email · Read it monthly | Unsubscribe in one click |
| Download | Download the guide · Get the checklist | PDF, 12 pages |
| Online shop | Add to basket · Buy now · Go to checkout | Delivered in 2–3 days |
| Free trial | Try it free for 14 days · Create account | No credit card needed |
The lines below the buttons are examples. Only write what’s actually true for you.
Which call-to-action phrases should you avoid?
- “Submit” or “Send”: describes a technical process, not an outcome.
- “Learn more”: doesn’t say where the click leads. Better: “See pricing” or “Read the case study”.
- “Click here”: says nothing at all.
- “Next”: fine inside a multi-step form, too thin as the only button on a page.
- Overblown promises: “Get rich now” breeds suspicion, not trust.
Clear link and button text also helps accessibility: screen reader users often jump from link to link and only hear the label. Five “Learn more” links in a row get them nowhere.
Where should the button go, and what should it look like?
- Right after the argument: a button works where the visitor has just been convinced – after the intro, after the benefits, at the end of the page.
- Reachable on mobile: big enough for a thumb and not hidden behind other elements.
- Easy to spot: enough contrast between text and background, with a dedicated colour for the most important button only.
- Real buttons: forms are submitted with a real button, page changes are links. That helps keyboard and screen reader users.
More levers for getting more enquiries are on my page about conversion optimisation.
How do you test which call-to-action text works better?
- Pick one goal: measure enquiries or sales, not just clicks on the button.
- Change one thing: only the text, not colour and position at the same time.
- Run an A/B test: half your visitors see version A, the other half version B.
- Let it run long enough: with little traffic a meaningful test takes weeks. If you don’t have enough visitors, rely on the rules above and ask real customers.
- Keep the winner and keep testing.
How do I do it on this website?
I follow the same rules. The button on my SEO Compass says “Check”, with “Free, no sign-up” underneath. The contact form at the bottom of every page is sent with “Send message”. Links say where they go, such as “Read the case study”.
A good button label works best when the offer behind it matches why your customers buy. I explain what drives purchase decisions in why customers buy. And because your first call to action often appears in Google’s results already, my meta description examples are worth a look too. More guides are on the blog.
