Your call to action is the exact spot where interest becomes an enquiry. Small changes here — the words, the colour, the position, what surrounds the button — routinely move conversion rates by double-digit percentages. Here's what we've found works, page after page.
1. Write the value, not the action
"Submit" and "Send" describe what the visitor does for you. "Get my free quote" describes what they get. First-person, benefit-led button copy ("Start my trial", "Check my dates") consistently outperforms generic labels.
2. Make it the loudest thing on the screen
Your primary CTA should be the only element in its colour. If everything is orange, nothing is. Pick one high-contrast accent colour, reserve it for the action, and keep secondary options (phone number, menu) visually quieter.
3. Put it where the decision happens
One CTA in the hero for the ready-to-buy visitor, then another after every major section — after the benefits, after the reviews, after the pricing. Nobody should ever be more than a scroll away from the next step.
4. Lower the commitment
"Get a free quote" is a smaller ask than "Book now". For higher-priced services, a low-commitment first step (quote, callback, WhatsApp chat) converts far better than asking for the sale immediately. You can always upsell in conversation.
5. Add a risk-reducer beside the button
Seven words under a button can lift clicks measurably: "Free quotes · No obligation · Reply within one working day." It answers the hesitation at the exact moment it appears.
6. Size it for thumbs
On mobile, CTAs should be at least 44px tall, full-width or nearly so, and reachable without stretching. Test with your actual thumb on your actual phone.
7. Try a sticky CTA on long pages
For pages with lots of content, a slim sticky bar — "Launch offer: landing pages from £150 · Get a quote" — keeps the action available without interrupting reading. (You'll have noticed ours.)
8. Match the CTA to the traffic source
Visitors from a "free quote" ad should see a "Get my free quote" button, not a generic "Contact us". Message match applies to the button as much as the headline.
9. Don't surround it with exits
A button flanked by social icons and footer links competes with escape routes. Give your CTA breathing room and remove nearby distractions.
10. Then test it
All of the above are strong starting points, not laws. Once your page has traffic, A/B test your top two CTA variants and let your visitors vote.
If you change only one thing this week: rewrite your main button from what the visitor does to what the visitor gets. It takes five minutes and it's free.
Want this handled for you?
A complete, conversion-ready landing page from £150 — designed, written and live within days.
