Calls to action that actually get clicked (especially on mobile)

You can have a great-looking website, solid services, and decent Google visibility, but still lose enquiries for one simple reason.

People do not know what to do next.

Or they do know, but your website makes it awkward on mobile.

Calls to action are not about shouting “Book now” everywhere. They are about making the next step feel obvious, easy, and safe.

This post shows you how to build CTAs that get clicked, with a focus on mobile where most local traffic lives.

What a call to action really is

A call to action, or CTA, is any prompt that moves a visitor towards an enquiry.

Common local CTAs include:

• Call now
• Request a quote
• Book an appointment
• Send an enquiry
• Get directions
• WhatsApp us

A good CTA does two things at once:

1. It tells people what to do
2. It reduces hesitation

Most websites only do the first part.

Why mobile changes everything

On desktop, a visitor has space to browse, open tabs, and take their time.

On mobile, people are:

• scrolling with one thumb
• distracted
• often ready to take action quickly if it is easy

If your CTA is small, buried, or hard to tap, you are leaking leads.

Mobile CTA wins are usually simple, and they often outperform more complicated “conversion hacks”.

The biggest CTA mistakes on local business websites

Too many competing CTAs

If every button is shouting, none of them stand out.

A typical example:

• Call now
• Book now
• Get a quote
• View services
• Contact us

That is too many choices at the moment the visitor is deciding.

Fix: choose one primary action for each page.

The CTA is not visible early enough

Many pages make you scroll past a banner, a photo, and a paragraph before you see a button.

Fix: put the primary CTA in the first screen on mobile, without scrolling.

Generic wording that does not match intent

“Submit” is not a CTA. It is a computer button.

Fix: match how people think:

• “Get a quote”
• “Check availability”
• “Call for a price”
• “Book an appointment”

The CTA feels risky

People hesitate if they think they will be pushed into a sales conversation.

Fix: reduce the perceived risk with small reassurance:

• “No obligation”
• “Reply within 1 working day”
• “Quick callback”
• “Fixed prices available”

Only use reassurance you can genuinely deliver.

The simple rule: one page, one job

Every core page on your site should have one main goal.

Examples:

• Homepage: drive to your top services or direct enquiry
• Service page: get a call or quote request for that service
• Contact page: get the enquiry completed
• Blog post: move readers to the next best step, usually a relevant service page or your Health Check

When a page has one job, your CTA becomes obvious.

Where to place CTAs so people actually see them

1) Above the fold on mobile

This is non-negotiable.

In the first screen, your page should include:

• a clear headline
• a primary CTA button
• a trust signal or two

If you only change one thing, do this.

2) After the first meaningful section

Once you have explained the service or problem, repeat the CTA.

A natural pattern is:

• explain the outcome
• show proof
• offer the next step

3) At the end of the page

Some visitors need reassurance before they act. Give them the button again at the bottom.

This sounds basic, but it works.

Should you use a sticky CTA on mobile?

Often, yes.

A sticky CTA is a button that stays visible as someone scrolls, usually at the bottom of the screen.

For local businesses, sticky CTAs work best for:

• Call now
• Book now
• WhatsApp

They can lift enquiries because they remove effort.

A simple approach is:

• sticky “Call now” on mobile
• normal buttons on the page for everything else

Do not add a sticky bar if it blocks content or feels spammy. Keep it slim and clean.

What to say on the button (copy you can use)

The best CTA wording is specific and action-led.

High intent CTAs

• Call now
• Book an appointment
• Check availability
• Get a quote
• Request a callback

Low friction CTAs

• Ask a question
• Message us
• Get pricing
• See available times
• Get a quick estimate

Add reassurance nearby, not on the button

Your button should stay short. Put the reassurance underneath:

• “No obligation”
• “Reply within 24 hours”
• “Same day response where possible”
• “We cover [town] and nearby”

Keep it truthful.

One simple CTA upgrade most sites miss

Tie your CTA to the service, not the business.

Instead of:

• “Contact us”

Use:

• “Get a boiler repair quote”
• “Book a hair consultation”
• “Call about blocked drains”

This is especially powerful on service pages. It makes the click feel like a logical next step, not a commitment to a sales chat.

Quick mobile checklist: does your CTA pass?

Open your website on your phone and check:

• Can you see a CTA in the first screen?
• Is the button large enough to tap easily?
• Does it look like a button, not a link?
• Does the wording match what you want people to do?
• Is there one clear primary action?
• Is there proof nearby to reduce hesitation?

If you fail two or more, your site is likely losing enquiries.

How this ties into the rest of the series

• Post #1: the 5-second test fixes clarity and first impressions
• Post #2: one page per service builds local depth and relevance
• Post #3: tracking shows what is really producing enquiries
• Post #4: page titles improve rankings and click-through
• This post makes sure that once people land on your site, they actually take action

This is the point where traffic turns into results.