Why it matters for a small business site
It turns interest into an enquiry, a booking or a sale. A visitor who likes what they read but can’t see what to do next has nothing left to do but leave.
How to check yours
- Decide the one action you most want visitors to take on each page.
- Check that its button is the most noticeable thing on the first screen, and that it appears again after longer sections.
- Read the button text on its own: it should say what happens when it’s clicked.
What good looks like
One main action per page, on a button whose colour stands out from the background, labelled with a verb and an outcome (“Book a free call”). Secondary actions look quieter, as plain links or outlined buttons.
Common mistakes
- Vague labels such as “Submit”, “Click here” or “Learn more”.
- Three or four buttons that all look equally important.
- A button colour that blends into the background or the rest of the page.
- Asking for a big commitment (“Buy now”) before the page has explained anything.