Do not bury the action
One finding in the recorded review is that the booking action sits far down the page. The visitor has to scroll through the experience before reaching the button. For a service business that wants enquiries, this creates an avoidable obstacle for someone who is already ready to talk.
Put a clear primary action near the opening explanation of the offer. Repeat it at useful points after the visitor has seen relevant evidence. The aim is to make the action available when it becomes useful, rather than place the same button after every paragraph.
Explain the destination
Use a label that matches the next screen. If the action opens an enquiry form, say so. If it lets someone select a call time, make that clear. A person should not need to click a vague label to discover what commitment is involved.
Give the primary action a clear position in the visual hierarchy. When two offers compete equally for attention, reconsider which one matters most on that page. A secondary route can stay available without making the visitor choose between several equally prominent buttons.
Review the whole booking journey
Test the button on a phone, tablet and desktop. Then complete the steps that follow: choose a time if relevant, enter details and check the confirmation. Finding a button is only the beginning of the journey.
Look for missing context, unnecessary fields and uncertainty about what happens after submission. Keep the action easy to find and the process easy to understand. Use your own enquiry data to assess results rather than assuming a new button position guarantees more bookings.
Put the review into practice
Choose one customer journey on your website and review it with these questions in mind. If you need an outside perspective, discuss your website with Select Creatives.
