A prompt on a webpage that tells the visitor what to do next. Effective CTAs are specific, visible, and reduce friction between intent and contact.
A call to action (CTA) is any element on a webpage designed to prompt the visitor to take a specific next step. For business websites, this is almost always contact-related: 'Call Now,' 'Get a Free Quote,' 'Schedule a Consultation,' or 'Send a Message.' CTAs can appear as buttons, links, phone numbers, or forms — the format matters less than the placement and specificity.
The most common CTA mistake on business websites is vague language: 'Learn More,' 'Click Here,' or 'Submit.' These phrases provide no information about what the visitor will get or what they're agreeing to. Specific CTAs consistently outperform generic ones. 'Get a Free Estimate' tells the visitor exactly what happens next and removes the uncertainty that creates hesitation.
Placement is as important as wording. CTAs should appear above the fold on the homepage, in the header on every page, at the end of every service page, and at natural decision points throughout the site. A visitor should never have to hunt for a way to contact you. Friction between 'I want to contact this business' and 'contact initiated' costs you leads at every step.
For service businesses, the most effective primary CTA is a phone number combined with a secondary CTA of a contact form. Phone numbers convert visitors who are ready to buy immediately. Forms capture visitors who need more time. Offering both maximizes coverage across intent levels.