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