The Call to action block

The Call to action block is a prominent box with a heading and a large button. Its only purpose: to get the visitor to act.

It is often shortened to CTA. It is the same block.

Filling in the block

1. Open the page in the editor, then click the CALL TO ACTION block.

2. Title — the sentence that makes it appealing, for instance Ready to book an appointment?

3. Subtitle — a reassuring addition, optional.

4. Button text — required. What is written on the button.

5. Button link — the page the button leads to.

6. Click « Save ».

Choosing the button text

The button must say what will happen when it is clicked. Nothing else.

Three to five words is enough. A verb almost always works.

Choosing the link

In the « Button link » field, a list offers the pages of your site. Choose one from the list rather than typing the address by hand: you will avoid typos, and the link will stay correct.

You can also point to:

• an external address: https://www.example.ch;
• an e-mail: mailto:contact@example.ch;
• a phone number: tel:+41791234567 — on a mobile, clicking starts the call directly.

Where to put this block

At the bottom of the page. The visitor has read, they are convinced: give them the door they are looking for.

On a long page you can put a second one around the middle. But no more: three calls to action on the same page and the visitor no longer knows which to choose, so they choose none.

One goal per page

That is the golden rule. Ask yourself: « What do I want this person to do now? »

• On the home page → Book an appointment
• On a service page → Book an appointment for this treatment
• On the « About » page → Get in touch

A page offering to call, write, subscribe to a newsletter and follow your Facebook page all at once converts nobody.

Reassuring right under the button

The subtitle is the ideal place to remove the last hesitation:

• No obligation. Reply within 24 hours.
• First assessment appointment free of charge.
• Covered by basic insurance with a medical prescription.

A sentence that answers the visitor's worry is worth more than a bigger button.