← Reads
Call to action
The clear next step you ask someone to take, such as book, call, start a brief or buy.
Why it matters
Interested visitors still leave when the next step is unclear or there are too many choices.
An example
A service page with one main button, "Start your website brief", and a quiet "Prefer to talk?" link converts better than five competing buttons.
The short read
Every page should have one main next step.
Write the button as the action and the benefit, not "Submit".
Make the step small. A short brief is easier to start than a long form or a call.
Related words
Where this shows up in our work
Talk about this Smart Website, connected to your tools
A website where every inquiry is captured, routed and answered.