What is a call to action?
Definition
A call to action is a short instruction on a web page that tells visitors what to do next. It's usually a button or link with a few clear words, like "Call now", "Book online" or "Get a free quote". Often shortened to CTA, it turns someone reading about your business into someone contacting you.
Why a call to action matters to a small business
A visitor who likes what they see still needs an obvious place to tap. Without a clear next step, people mean to get in touch later, and later often never comes. A good call to action takes the guesswork away: one button, a few words, and it does exactly what it says.
Pick one main action per page and make it stand out: the boldest button, repeated near the top, in the middle and at the end. A quieter second option is fine for people who aren't ready, like "See our work" beside "Get a quote". Use verbs and say what happens: "Call for a same-day visit" beats "Submit" or "Learn more".
For roofing companies, the main action is usually a free inspection, and after a storm "Book a damage inspection" says it best. For HVAC companies, it splits by urgency: a call button for no heat, a booking button for tune-ups. For contractors taking on remodels, "Start your project" with a short form about budget and timing beats a bare phone number. For electricians, a call button beside your license number does the job.
How to write a call to action that gets tapped
- Start with a verb: Call, Book, Get, Schedule or Reserve.
- Say what they get: "Get a free quote", not "Submit".
- Keep the button to two to five words.
- Use one main action per page, repeated near the top, middle and end.
- Make it look like a button, in a color that stands out from the rest of the page.
- Put it above the fold on a phone, where a thumb can reach it.
- Tap it yourself on a phone and check it does what it says.
How Future handles it
On Future you decide what each button says and where it sends visitors: a phone call, a form, your own booking page on Pro, or a booking tool you already use, like Square or Calendly. Reword a button with a click, then preview it on a phone-sized screen before publishing.
Form requests arrive by email and wait in Contacts on every plan. Switch on visit paths and you'll also see which page a person was on when they decided to ask.