One primary call to action on your homepage

Key takeaways

A homepage call to action works best when there is one primary action, chosen because it most often leads to paid work, worded as an outcome ('Get a fixed quote') and given the strongest button on the page. Everything else becomes a secondary link. One clear action usually beats several equal ones.

• 1 primary action: the one that most often leads to a sale.
• Word it as an outcome: 'Get a fixed quote', not 'Submit'.
• Strongest colour and size on the page, used for nothing else.
• Repeat it in the hero, mid-page and at the end.

What is a homepage call to action?

A homepage call to action is the main button or link that asks visitors to take the next step, such as getting a quote, booking or calling. On a converting homepage there is one primary call to action, repeated, with any other routes clearly secondary. Wording ideas for all kinds of buttons are in our call to action examples guide.

• Why your homepage is not converting visitors into customers
• Website call to action examples that get clicked

How do you choose the primary action?

Choose the action that most often turns into paid work and that your team can respond to quickly. For trades it is often a quote request or a call; for clinics and salons a booking; for professional services a short consultation. Check your last 20 customers' first contact before deciding.

• Give your homepage one conversion goal
• Call, form or email: which should your homepage push?

How should the button be worded?

Describe what the visitor gets, not what they do: 'Get my free quote', 'Book a 20-minute call', 'Check availability'. Avoid 'Submit', 'Click here' and 'Learn more' for the main action. Add a short line beside the button saying what happens next, such as 'Reply within 2 working hours'.

• Microcopy: the small words beside your homepage buttons
• Button design: why visitors miss your website buttons

How should it look?

Give the primary button one colour that nothing else on the page uses, enough size to tap easily and plenty of space around it. WCAG 2.2 sets a minimum target size of 24 by 24 CSS pixels; for a main button, aim much larger. Secondary routes should be text links or outline buttons.

• One button or two in your homepage hero?
• Visual hierarchy: guide the eye to the next step

When does a single action not fit?

When two distinct audiences arrive in volume, such as diners and corporate event planners, one action cannot serve both. Then give each its own clear path from the hero, but still rank them: one primary, one secondary.

• One homepage, several audiences: how to route them
• Too many buttons on your homepage? Pick one path

What does this look like in practice?

A pattern we see: 'Contact us' in grey at the bottom of the hero, next to a bright 'Our services' button. Swapping their weight and changing the wording to the outcome buyers want usually shifts clicks towards enquiries within days.

• See client work
• Website Design & Development for UK businesses

Homepage call to action checklist

• Pick the action that most often leads to paid work.
• Word the button as an outcome.
• Give it a colour used for nothing else.
• Add a line saying what happens next.
• Repeat it in the hero, mid-page and at the end.
• Demote every other action to a secondary style.

• Visitors switching from another supplier: what they need
• Too many buttons on your homepage? Pick one path

Next step

Check how your last 20 customers first contacted you, then rewrite your hero button to match the most common route.