A Call To Action (CTA) is a strategically placed message or button that encourages website visitors to take a specific step. CTAs can appear on buttons, banners, forms, or even within content and are essential to converting website traffic into leads or sales.
Examples include:
- “Get a Free Landscaping Quote”
- “Call Now to Book Your Lawn Service”
- “See Our Past Projects”
CTAs should be action-oriented, easy to see, and aligned with the page’s purpose. For instance, a Service Page might encourage visitors to schedule an estimate, while a Project Page might prompt users to view similar projects in their location.
Without CTAs, even the most beautifully designed and informative website can fail to convert. CTAs bridge the gap between user engagement and business outcomes. They direct the visitor journey and are critical in evaluating the success of landing pages, paid traffic, or SEO efforts.
For landscaping companies, well-placed CTAs—especially on Location Pages, service offerings, and the homepage—can significantly increase form submissions and calls. A/B testing different CTAs is a proven technique in conversion rate optimization (CRO) strategies.
Example
Imagine a user lands on your landscape lighting service page. Instead of passively reading, they see a bold CTA: “Schedule Your Free Lighting Consultation Today”
When they click, they’re taken to a form requesting their name, address, and preferred appointment time. This turns browsing into a business opportunity.