When it comes to creating effective calls to action (CTAs) for home service websites, you need to craft them in a way that encourages users to engage and convert. A well-designed CTA can lead to more phone calls, form submissions, or booked appointments from your home services website.
I have over ten years of experience designing effective CTAs for home service businesses in order to optimize for conversions. Here are some of the best practices and examples I use to build out effective websites.
Click-to-Call Buttons on Mobile
Mobile traffic makes up over half of web traffic today, and for home service businesses, many users are looking for immediate help. This makes Click-to-Call buttons essential.
Best Practices:
- Place the button prominently on your mobile site, ideally at the top or as a sticky element.
- Use urgent, action-driven language like “Call Now for a Free Quote” or “Talk to a Plumber Today.”
- Make sure the button stands out with contrasting colors that are easy to tap.
Example CTA:
- “Call Now for 24/7 Emergency HVAC Service”
- “Free Consultations Available”
Why It Works: These CTAs emphasize urgency and offer a direct solution to the visitor’s problem, which is key for mobile users who need quick access.
Multiple Website Forms
Different forms across various pages give users several opportunities to get in touch. By tailoring forms to specific services or pages, you increase the chances of a conversion.
Best Practices:
- Keep the form short and simple (Name, Email, Phone, and Service Requested).
- Add multiple forms across the site, such as on the homepage, individual service pages, and a dedicated contact page.
- Include a compelling offer like “Free Estimate” or “Schedule an Inspection” to encourage users to submit their information.
Example CTA:
- “Get a Free Quote on Plumbing Repairs”
- “Schedule HVAC Maintenance Today”
Why It Works: Forms should be easily accessible, providing multiple touchpoints for users to engage without overwhelming them with too many fields.
CTA Language
The words you use in your CTAs have a huge impact on whether a visitor will take action. For home service websites, using language that emphasizes urgency, value, or a specific benefit can greatly increase conversion rates.
Best Practices:
- Focus on action-oriented words like “Get,” “Book,” “Call,” “Claim,” etc.
- Use language that addresses customer pain points or offers solutions, like “Fix Your Foundation Fast” or “Stay Cool This Summer.”
- Limit the number of words to keep it direct and clear.
Example CTA:
- “Get a Free Plumbing Inspection Today”
- “Book Your AC Tune-Up Now and Save”
Why It Works: This type of language creates urgency and offers immediate solutions, addressing common needs for home service customers.
CTA Color
Design plays a crucial role in whether a CTA gets noticed and clicked. Optimizing for the color of your CTA button should contrast with the background of your website and stand out from other elements on the page.
Best Practices:
- Use bold, contrasting colors (e.g., red, orange, or green) that stand out.
- Make sure the color aligns with your brand but remains distinct enough to catch attention.
- Conduct A/B tests to see which colors perform best with your audience.
Example CTA:
- A bright red button with white text: “Get a Free Quote”
- A green button with bold text: “Schedule Service Now”
Why It Works: High-contrast colors draw the user’s eye to the CTA, encouraging more clicks. Testing different colors ensures you find what works best for your audience.
Key Takeaways: Optimize Your CTAs to Boost Conversions
CTAs are a critical part of turning website visitors into leads. By focusing on mobile-optimized click-to-call buttons, strategically placed and simple website forms, powerful action-driven language, and contrasting button colors, you can boost conversions on your home service website. These small adjustments can make a big impact on your digital marketing strategy and lead generation efforts.