Most websites lose enquiries not because the service is wrong, but because the calls-to-action (CTAs) are unclear, hidden or too difficult to complete. Improving your CTAs is one of the fastest ways to increase leads without redesigning anything. Clear CTAs guide visitors, reduce hesitation and help Google understand what conversions matter most.
Why CTAs Matter More Than Most People Realise
A visitor may be interested in what you offer, but unless you give them a clear next step, they won’t take action. Your website should feel easy, predictable and reassuring. Strong CTAs create that experience.
CTAs also play a role in search performance. When Google can see clear actions and well-structured goals, both organic search and Google Ads' AI can better match people to your pages.
Your CTA Should Explain Exactly What Happens Next
People hesitate when they’re unsure. Your CTA needs to remove that uncertainty and tell visitors what they will get. Avoid vague or generic phrases.
Examples of Strong vs Weak CTAs
- Weak: “Submit”
- Weak: “Learn more”
- Strong: “Request your tailored quote”
- Strong: “Book a free 15-minute call”
- Strong: “See prices and options”
Clear messaging removes risk and shows the visitor exactly what they’re saying yes to.
Give Visitors More Than One Opportunity to Act
Many websites hide their only CTA halfway down the page. Visitors may be interested but never see the next step. A good page offers several natural points to take action.
- Place a CTA near the top of the page
- Add CTAs after important sections or value statements
- Use a sticky header CTA for mobile
- Include a final CTA at the bottom of the page
This isn’t about being pushy - it’s about being helpful. Give people the option to act whenever they’re ready.
Reduce Friction: Simpler Forms Mean More Enquiries
Forms are often the biggest barrier to conversion. Asking for too many details too early can scare people away. Visitors are more willing to take the first step when the process feels easy.
- Use fewer required fields
- Keep forms clean and uncluttered
- Explain why certain information is needed
- Use optional fields instead of long mandatory ones
Even small changes - such as removing one field - can increase conversions significantly.
Show the Value of Making Contact
A visitor is more likely to take action if they understand the value of doing so. Tell them what they will receive, what will happen next, and how soon they’ll hear from you.
- What’s included in the quote or call?
- How long does it take to get a response?
- Will they speak to an expert or the business owner?
- Do they get advice, ideas, or specific recommendations?
Clear value messaging reduces fear and increases trust - two essential ingredients for lead generation.
Combine CTAs with Trust Builders
Visitors look for reassurance right at the point they’re about to act. Pairing your CTAs with trust signals can dramatically improve results.
- Add testimonials close to your form
- Use certification badges or awards beside CTAs
- Include client logos or “trusted by” sections near decision points
Trust signals near CTAs support both human decision-making and Google Ads’ quality assessments.
Simple CTA Fixes You Can Apply Today
- Rewrite your button text to be clearer and action-focused
- Place at least three natural CTAs on key pages
- Make forms shorter and easier to complete
- Reassure visitors by explaining what happens next
- Pair forms with testimonials or proof elements
- Use consistent button styles so CTAs are easy to spot
You don’t need a new design to increase enquiries. Stronger CTAs, cleaner forms and clearer next steps turn existing traffic into leads - and help Google’s AI engines understand which goals matter, improving both organic visibility and ad performance.
