What Is a Call to Action? 6 Ways to Make the Next Step Clear
What should a visitor do next? A clear call to action shows the way. This short video explains six points, with written steps and practical notes below.
1:47 · No narration: the video shows each step as text on screen, and every step is written out below, with buttons that jump the video to it.
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The six points in the video
The video is silent. These are its on-screen headings, explanations and labels, followed by supporting notes.
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Step 1: Choose one useful action
Start with what the customer needs to do.
On-screen labels: Request a quote; View the menu; Book an appointment.
Start with the visitor’s task rather than the button design. Requesting a quote, viewing a menu and booking an appointment are different needs.
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Step 2: Say what will happen
Use a label that explains the destination or task.
On-screen labels: Specific wording; Clear expectation; Relevant next step.
Specific labels help people predict the result. Make sure the wording accurately describes the task or destination.
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Step 3: Keep it easy to find
Give the action a clear place on the page.
On-screen labels: Useful position; Readable text; Enough space.
Place the action where it helps the reader, with enough contrast and space to recognise and use it.
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Step 4: Match the visitor’s needs
Offer the next step that fits the page.
On-screen labels: Early research; Comparing options; Ready to enquire.
A visitor comparing options may need more information before making contact. Match the next step to the page’s purpose.
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Step 5: Keep the route simple
Remove avoidable confusion after the click.
On-screen labels: Matching page; Necessary fields; Clear confirmation.
A clear button can still lead to a confusing form. Keep the destination relevant and ask only for information needed for the task.
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Step 6: Check the real result
Follow the action through to a useful outcome.
On-screen labels: Click the link; Complete the task; Review the result.
Test the whole route, including the final confirmation. A click count alone does not show that the intended task was completed.
A practical check for your business
Choose a page and write down what the visitor should be able to do next. Follow the main action on a phone and with a keyboard. Check whether the destination matches the label and whether the task can actually be completed.
Sources and further detail
Common questions
Should every button say contact us?
Use wording that accurately describes the next step. A quote request, booking route or menu link may need a more specific label.
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