Websites. Reviewed October 29, 2026
Call to action
Also called: CTA
A call to action is the button or line that tells the visitor what to do next, such as Call now, Get a quote or Book online, and every page needs one visible without scrolling.
In practice
On a phone the call button should be tappable with a thumb from the moment the page loads, and the phone number should be a real link. Two choices at most: call or book. A page with six buttons has none.
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Related terms
- Conversion rateConversion rate is the share of visitors who take the action a page exists for, such as calling or submitting a form, and doubling it is worth as much as doubling traffic at a fraction of the cost.
- Above the foldAbove the fold is the part of a page visible before scrolling, and on a contractor site it should carry the service, the area, a phone number and a button.
- Landing pageA landing page is a page built for one campaign and one action, usually without the main navigation, with a single offer, so visitors from an ad do what the ad promised.
Go deeper
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