Hundreds of people visit your site every day, but your phone isn't ringing. The number of visitors from Google or ads doesn't look bad, yet your appointment book isn't filling up. Most business owners conclude at this point that they don't have enough traffic. In reality, the problem is often not that visitors don't arrive, but that once they do, they can't find the next step.
The button that points to that next step is what designers call a "call to action" button, or CTA: "Book Now", "Call Us", "Request a Quote". It looks like a minor detail, but it largely decides whether your site brings you customers. In this article I explain what these buttons do for your business, how to find out whether your own site is missing something, and what to ask your designer for.
What does this button actually do on your site?
Think of a customer walking into your shop. If an assistant greets them with "Hello, how can I help?", the customer relaxes. If nobody is there and the counter isn't obvious, they wander for a while and leave. On a website, the button plays the role of that assistant: it tells the visitor, "If you're interested, continue here."
If there's no button, or it's easy to miss, a visitor may like your business and still never contact you. Their interest simply fades.
How can you check your buttons yourself?
Open your site on both a computer and a phone, and answer these questions:
- When the page opens, can I see how to contact them on the first screen, without scrolling?
- What does the button say? A vague label like "Submit" or "Click here", or something that says what will happen, such as "Book a free consultation"?
- Are there many buttons competing with each other on the page? Five differently colored buttons push visitors to press none of them.
- On a phone, is the button large enough to press comfortably? Do you accidentally hit the link next to it?
- What happens when you press it? Does the phone number start a call, does the form open easily, or do you get an error or a blank page?
- Is there a button for the visitor who scrolls all the way to the bottom?
If two or more answers are "no", your buttons need work.
What makes a good button?
You don't need to be an expert; a few simple criteria are enough:
| Criterion | What it means in short |
|---|---|
| Visibility | Stands out from the rest of the page and isn't overlooked |
| Clear wording | Says what will happen: "Book Now", "Message Us on WhatsApp" |
| One main option | One main action stands out per page |
| Phone-friendly | Large, easy to press, with space around it |
| Right place | At the top, right below the service description, and repeated at the bottom |
| Works reliably | Pressing it does what's expected |
Color comes up a lot. There's no such thing as "the best color". What matters is that the button clearly stands apart from the rest of the page. A color that fits your brand but differs from its surroundings is the usual choice.
Common mistakes
These are the problems I see most often on business sites:
- A button only on the contact page. Visitors never get that far.
- Too many options. "Call, write, fill in a form, map, email, newsletter" piled up together, and nobody can choose.
- Vague wording. "Continue" or "Submit" doesn't say what happens.
- A phone number that doesn't work on mobile. If tapping the number doesn't start a call, visitors won't bother copying it and dialling.
- Stylish but faint buttons. Buttons in a pale color, chosen because they look elegant, disappear.
What should you ask your designer?
When a new site is built or an existing one is adjusted, you can say:
- "Let's decide on one main step for the visitor on each page."
- "The phone and booking buttons should be visible on the first screen on mobile."
- "Button labels should say clearly what will happen."
- "Please try every button on a real phone and show me."
- "Let's track how many people press each button so we can see which ones work."
The last point matters: how many people press each button can be tracked with free tools. You then decide with real data instead of "I think it works". No single button guarantees results, though; the rest of the page also has to earn the visitor's trust.
How long does it take?
On an existing site, fixing the wording, placement and mobile behavior of buttons usually takes anything from a few hours to a few days. On a new site it's a natural part of the design process. To see meaningful results, you need to collect a few weeks of data after the change.
Frequently asked questions
Does the color of the button really make a difference?
Color alone won't work miracles. The real difference comes from the button standing apart from its surroundings, having clear wording and sitting in the right place. Rather than picking one color as "the best", choose one that harmonizes with your site.
How many buttons should a page have?
One main button should stand out per page. The same button can be repeated in different places, but offering five different actions keeps the visitor from deciding.
Is a call button or a form better?
It depends on your business and customer. For urgent local services such as locksmiths and dentists, a call button comes first. For work that needs a quote, a form or WhatsApp may suit better. Often offering both is enough.
When will I see results after changing a button?
For a few weeks after the change, compare the number of calls, forms and messages with the previous period. Deciding too quickly can mislead you, so look at results relative to visitor numbers rather than judging on a few days.
Closing thoughts
If visitors can't find what to do on your site, even your best texts are wasted. When your buttons are clear, visible and working, a share of your visitors will contact you. If you're thinking about a new site or adjustments, take a look at my website design service.