Your accounting website might attract plenty of visitors, but without strategically placed call to action buttons, you're missing valuable opportunities to convert those visitors into clients. The placement of your CTAs can make the difference between a website that simply informs and one that actively generates leads for your practice.
Above the Fold: First Impressions Count
The most crucial CTA placement is above the fold – the section visitors see without scrolling. This prime real estate should feature your primary call to action, whether that's "Book a Consultation" or "Get Your Free Tax Review". For accounting professionals, this initial CTA should directly address your ideal client's immediate needs.
Your above-the-fold CTA should be:
• Prominently displayed with contrasting colours
• Clear and specific to your services
• Accompanied by compelling copy that highlights value
• Easy to find within 3 seconds of page load
This strategic placement ensures visitors immediately understand how to take the next step, improving your website's ability to generate qualified leads.
Service Pages: Context-Specific Actions
Each service page on your website should include targeted CTAs that relate directly to that specific offering. When someone reads about your tax preparation services, they shouldn't have to hunt for a way to enquire about those exact services.
Effective service page CTA placement includes:
• At the end of service descriptions
• Within the content where benefits are highlighted
• As sidebar elements that remain visible while scrolling
• At both the top and bottom of longer pages
High-conversion websites use contextual CTAs that feel natural within the content flow, making it easy for potential clients to take action when they're most engaged.
Contact and About Pages: Building Trust
Your About page tells your professional story, making it an ideal location for trust-building CTAs. After reading about your qualifications and experience, visitors are often ready to make contact. Similarly, your Contact page should offer multiple ways to connect, not just basic contact details.
Consider these CTA options for trust-building pages:
• "Schedule a no-obligation consultation"
• "Download our client onboarding guide"
• "View our client success stories"
• "Book a virtual meeting"
These pages are perfect for softer CTAs that acknowledge the relationship-building nature of accounting services.
Blog Content: Educational Lead Magnets
Your website content, particularly blog posts, provides excellent opportunities for educational CTAs. When someone reads your article about tax planning strategies, they're demonstrating interest in professional guidance.
Blog CTAs work best when they:
• Offer related downloadable resources
• Invite readers to subscribe for updates
• Suggest relevant services based on the content
• Appear naturally within or at the end of articles
SEO-optimised websites often see improved google ranking when they successfully convert blog readers into engaged prospects through well-placed educational CTAs.
Footer CTAs: Last Chance Conversions
Your website footer appears on every page, making it valuable space for a final conversion opportunity. Many visitors scroll to the footer looking for contact information, so why not make it easy for them to take immediate action?
Effective footer CTAs include:
• Phone numbers with "Call now" messaging
• Email signup forms for newsletters or tips
• Links to your most popular services
• Social proof elements with action prompts
Mobile Optimisation: User-Friendly Experience
With many potential clients browsing on mobile devices, your CTA placement must work seamlessly across all screen sizes. User-friendly websites ensure CTAs remain prominent and clickable on smaller screens.
Mobile CTA best practices:
• Use larger button sizes for easy tapping
• Maintain adequate spacing around buttons
• Keep CTA text concise for small screens
• Test functionality across different devices
Testing and Refinement
Successful call to action strategy involves continuous testing and refinement. Professional website development includes monitoring which CTA placements generate the most leads and adjusting accordingly.
Regular website management should include:
• Reviewing CTA performance monthly
• Testing different button colours and text
• Analysing which pages convert best
• Updating CTAs based on seasonal services
Your accounting website represents your professional practice online. Strategic CTA placement transforms a simple informational site into a powerful lead generation tool that works around the clock to grow your client base.
Whether you need a complete website upgrade or want to improve your existing site's conversion potential, strategic CTA placement is essential for success. Professional website design ensures your calls to action feel natural while effectively guiding visitors toward becoming clients.
Call one of our team or book an appointment at a time that works for you to discuss how strategic CTA placement can transform your accounting website into a lead generation powerhouse.