WEBVTT

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What should a visitor do next?

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A clear call to action shows the way.

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Choose the action before the button.
6 decisions for a useful next step.

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Choose one useful action
Start with what the customer needs to do.
Request a quote · View the menu · Book an appointment

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Say what will happen
Use a label that explains the destination or task.
Specific wording · Clear expectation · Relevant next step

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Keep it easy to find
Give the action a clear place on the page.
Useful position · Readable text · Enough space

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Match the visitor’s needs
Offer the next step that fits the page.
Early research · Comparing options · Ready to enquire

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Keep the route simple
Remove avoidable confusion after the click.
Matching page · Necessary fields · Clear confirmation

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Check the real result
Follow the action through to a useful outcome.
Click the link · Complete the task · Review the result

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Your checklist
Choose one useful action · Say what will happen · Keep it easy to find · Match the visitor’s needs · Keep the route simple · Check the real result

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Give your next visitor a clear route.
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