Local search has the potential to be an important customer acquisition tool for brick-and-mortar businesses, as a recent study found that 43% of all Google searches have local intent.

Furthermore, Google’s Mobile Movement Study shows that 61% of mobile users call after a local business search.

So it’s really important that shops, restaurants and hotels are optimising mobile landing pages correctly or the chances are they’re missing out on potential sales and bookings.

This obviously starts with creating a mobile site in the first place, but the finer details include a noticeable click-to-call button that makes it easy for customers to get in touch.

Mobile searchers by definition have a phone in their hand and the stats show that it’s likely that they are searching for contact details, so businesses should consider including a large CTA that simply says ‘Call now’.

I've previously blogged several criteria for designing an effective mobile CTA, but essentially it should be big, colourful and unambiguous. With this in mind, here are five good vs. five bad examples of click-to-call CTAs. 

However, I'd also like to point out that even those businesses I’ve flagged up as bad examples should be applauded for having click-to-call buttons in the first place...

Good vs. Bad

Half Moon Brewing Bay Co. vs. Burger and Lobster


Hix Chop House vs. Little Bay Battersea


John Lewis vs. B&Q


Stroke of Beauty vs. Claridges


Direct Line vs. Tesco


David Moth

Published 23 April, 2013 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (6)

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Would you say it's better to have 'Call us' or the actual number on the button? Would users be concerned about calling premium numbers?

about 5 years ago

David Moth

David Moth, Managing Editor at Barclaycard

@Tom, that's an excellent point that I admittedly hadn't thought of. I think including the number is a good idea as it lets the customer know if it's a premium number, in which case John Lewis and Direct Line are probably the best examples.

about 5 years ago


Andy Smith

I would say that John Lewis and Direct Line have it the best, clear number on a clear button.
I agree with @tom in that hiding the number could be risky if the user hasn't heard of the company before. Trust is an issue.

about 5 years ago


Philip Oakley

Interesting that two giants in tesco and b&q deliver a poor experience.

@Tom @David Completely agree about John Lewis is the pick if the bunch. The phone icon and number is the best of both worlds

about 5 years ago

Marcin Grodzicki

Marcin Grodzicki, Founder at BOOM

@Tom, David - this is actually a good area to do some A/B testing around. Simple 'call' button will always display the number anyways and the user doesn't stop to think if there is no number (hypothetically). Having said that - you always need a regular number for mobile users or the new 03 one.

about 5 years ago


Zal Dastur, Cofounder at Lucep

The way a click to call is displayed is very important for the success of the CTA. Having it hidden on a page defeats the purpose. Some companies have created a tool which "Pops-out" at a visitor to make sure that they get their attention and increase the chances of them connecting to the business.

For more on that we have written a short post


over 1 year ago

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