Easy to use · Calls to action
People can't see what to do next
People ready to get in touch shouldn't have to hunt for how. If they can't see a next step, many will leave.
- Applies to
- every page
- Typical severity
- high
- Effect on conversions
- high
- Effort to fix
- Quick to fix
What to look for
No button-style primary action in the first screen, or a page that ends with no call to action, so the visitor hits a dead end.
What good looks like
A clear primary action is visible in the first screen and again where the page ends.
How to fix it
Put one clear button at the top of your page, like 'Get a quote', and repeat it at the bottom.
Based on
- Homepage usability research
Related checks
Your wordsYour buttons don't say what happens nextPeople are more likely to click when they know what they'll get. 'Submit' or 'Learn more' leaves them guessing.Your wordsNothing near your main button puts people at easeA short reassurance by the button can be what makes someone go ahead and get in touch.Your wordsLinks say 'read more' but not what aboutVague links are harder to skim, and people using screen readers can't tell where each link goes.
Does your site pass this check?
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