Your website might look brilliant, but if visitors can't easily take action, you're leaving money on the table. Here are the five CTA placements that consistently drive more enquiries for local businesses.
What's a CTA and why does placement matter?
A CTA (call-to-action) is any element that prompts visitors to take the next step — "Book a call", "Get a quote", "Reserve a table", "Call now". The same button in different positions can produce wildly different results.
I've tested this across dozens of local business sites, from electricians to restaurants. These five placements consistently outperform others.
1. Above the fold in your header
What: A prominent button in your navigation bar that's visible without scrolling.
Why it works: Some visitors arrive ready to act. They've already researched, checked reviews, and just need to make contact. Give them an immediate path.
Best for: Emergency services (plumbers, locksmiths, electricians), restaurants taking bookings, any business where speed matters.
Example text:
- "Call Now" (with phone number)
- "Book Online"
- "Get Emergency Help"
Pro tip: On mobile, consider a sticky header or floating call button. Mobile users often prefer to tap-to-call rather than fill forms.
2. End of your hero section
What: A CTA button immediately after your main headline and value proposition.
Why it works: Your hero section should answer "What do you do?" and "Why should I choose you?" The CTA captures visitors who are convinced immediately.
Best for: Every local business. This is non-negotiable.
Example text:
- "Get a Free Quote"
- "See Our Menu"
- "Book Your Appointment"
Pro tip: Use two buttons — a primary action and a secondary one. "Get a Quote" as primary, "View Our Work" as secondary. Catches both ready-to-buy and still-researching visitors.
3. After social proof sections
What: A CTA immediately following testimonials, reviews, or case studies.
Why it works: Social proof builds trust. The moment after reading "Best plumber we've ever used — fixed our boiler in 2 hours!" is when visitors are most likely to act.
Best for: Service businesses, trades, salons, any business where trust is a key factor.
Example text:
- "Join 200+ Happy Customers"
- "Experience the Difference"
- "Get the Same Results"
Pro tip: If you have star ratings, place them near the CTA. "4.9★ from 127 reviews" next to "Book Now" is powerful.
4. Mid-page pattern interrupt
What: A visually distinct CTA section that breaks up your content, usually with a contrasting background colour.
Why it works: Long pages need multiple opportunities to convert. A pattern interrupt catches scrollers and reminds them to take action.
Best for: Longer service pages, businesses with detailed offerings, sites with lots of content.
Example text:
- "Ready to get started? Let's talk."
- "Questions? We're here to help."
- "Not sure which service you need? Book a free consultation."
Pro tip: Keep it simple. One headline, one sentence, one button. Don't compete with your main content.
5. Sticky mobile footer
What: A fixed bar at the bottom of mobile screens with a call or contact button.
Why it works: Mobile users often scroll extensively before deciding. A sticky footer ensures the CTA is always one tap away.
Best for: Emergency services, restaurants, any business where phone calls are the primary conversion.
Example text:
- "📞 Call Now"
- "💬 WhatsApp Us"
- "📅 Book Today"
Pro tip: Don't make it too tall — you don't want to obscure content. 50-60px height is usually right. And ensure it doesn't overlap important elements like cookie banners.
CTA text that works for local businesses
The button text matters as much as placement. Here's what works:
For trades and emergency services:
- "Get a Free Quote" (implies no commitment)
- "Call Now — Available 24/7" (urgency + availability)
- "Book Your Free Inspection" (value-first)
For restaurants and cafés:
- "Reserve a Table" (clear action)
- "See Today's Menu" (curiosity driver)
- "Order for Collection" (convenience)
For salons and wellness:
- "Book Your Appointment" (standard, works)
- "Check Availability" (lower commitment)
- "See Our Treatments" (for browsers)
For professional services:
- "Book a Free Consultation" (value + low risk)
- "Get Expert Advice" (positions you as authority)
- "Discuss Your Project" (personal touch)
Common CTA mistakes
- Too many CTAs: If everything is important, nothing is. Pick one primary action per page.
- Vague text: "Submit" or "Click Here" tells visitors nothing. Be specific.
- Hidden on mobile: Test your site on actual phones. Can you find the CTA easily?
- No contrast: Your CTA should visually stand out. If it blends in, it's invisible.
- Forms too long: For initial contact, name + phone/email is enough. Don't ask for life stories.
Test and measure
The best CTA placement for your business depends on your customers. Set up basic analytics (I recommend Matomo for privacy-conscious tracking) and monitor:
- Which CTAs get clicked most
- Where visitors drop off
- What percentage of visitors contact you
Then adjust. Move buttons, change text, test different colours. Small improvements compound over time.
Quick implementation checklist
- ☐ CTA in header/navigation
- ☐ CTA after hero section
- ☐ CTA after testimonials/reviews
- ☐ Mid-page CTA on long pages
- ☐ Sticky mobile call button
- ☐ Clear, action-oriented button text
- ☐ Tested on mobile devices
Need help optimising your website for more enquiries? Let's chat about your conversion rate.