A call to action (CTA) is the next step you want a visitor to take (call, book, request a quote, or fill out a form), and it should appear immediately near the top of the page, then repeat again right after you answer the visitor’s main question, and once more at the end.
On most local-business sites we build in Orlando, the best-performing primary CTA is a simple, low-friction action that matches how people actually buy: “Call now,” “Book an appointment,” or “Request a quote.” The key is picking one primary action and sticking with it so your page does not feel like it is asking the visitor to decide what to do and how to do it at the same time.
Here’s the placement rule we use: put your primary CTA “above the fold” (the first screen) beside a clear headline, a one-sentence benefit, and trust cues. On mobile, your phone number should be visible and tappable right away, and your main CTA often belongs in the header so it stays easy to reach while someone scrolls. After that, repeat the same CTA after the section that does the selling, typically after your service explanation, your proof (reviews, photos, credentials), or your process section.
| Page type | Where the primary CTA goes | Where supporting CTAs go | What to watch for |
|---|---|---|---|
| Homepage | Top hero area (headline + CTA button) and mobile header | After your top services preview and after your proof block | Do not bury contact info in the footer only |
| Service page | Top of page and again right after you explain the service | After pricing factors, FAQs, and proof sections | Keep the form short or offer click-to-call as the fastest option |
| Landing page for ads | Top of page with one clear action | Near proof and near the bottom as a final reminder | Remove extra menu links that pull attention away from the one goal |
| Blog post or FAQ | Light CTA after the answer and near the end | Contextual links to the matching service page | Do not interrupt the reader every few paragraphs |
A few quick “good CTA” checks we run: the CTA text should say what happens next (“Book a consultation,” “Request a quote,” “Call to schedule”), the button should look like a button, and the page should still work when someone is skimming fast. If you serve urgent needs in Florida (HVAC, pest control, dental emergencies, legal intake), the CTA should be reachable in seconds on a phone, not hidden behind a menu or a long form.
- Keep one primary CTA per page, and use secondary CTAs only when they support the same outcome (call vs request a quote, not “download,” “subscribe,” and “chat” all at once).
- Repeat the CTA after “decision points” (proof, pricing factors, process, and FAQs), not randomly.
- If you use a form, ask only what you need to start the conversation (name, phone, service, brief note).
If you want this done cleanly, our website design work usually includes a conversion pass where we map the page sections to the moments people decide, then place CTAs where they feel natural instead of pushy.
And if you are running paid traffic, CTA placement becomes even more sensitive, because you are paying for every click, so we build landing pages inside our PPC campaigns with one obvious next step and minimal distractions.
If you want a simple benchmark for your own site, start with our guide on what makes a website good for a small business and then double-check your tap targets and header layout using why mobile-first design matters, because most CTA problems show up first on mobile.
