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What are Call to Action best practices and guidelines?

Our best recommendation for using the Call to Action feature is to put yourself in the shoes of a consumer. Is what you’re reading enticing? Does it make you want to click to find out more? 

Practical guidelines for creating a strong Call to Action

  • Pick an action that isn't already possible on your Yelp page. If your Yelp page already has a widget that enables guests to book a table reservation, there's no need to use the Call to Action feature for making reservations. That would create a poor consumer experience because it's unclear which one they should click on.
  • Pick the action you value most, and make sure the button text matches the page you’re linking to. For example, if a consumer sees and clicks on a button labeled ‘Book Appointment,’ they should land on a page of your own website that accepts online bookings (third party links aren't allowed).
  • Engage consumers in a useful way, and avoid announcements such as “Happy Hour 6pm Daily.” While this might be useful info, there isn’t much reason for someone to click it, since they already know all the information. Also, avoid legal “fine print” in the Call to Action - you want customers to have a good experience with this offer.
  • Keep the content of your Call to Action as broad as possible. The intent of this feature is to entice consumers to click on the button. If you limit the scope of your content, you’re eliminating potential customers from engaging with your business on Yelp.
  • Specifically for mobile Call to Action: tease the value in the description to entice users, and use the “additional information” field as needed. If the action is a phone call, it should have a call-related word in the description, such as “Call Now.” If the button links to a page, be sure that it’s mobile-optimized to best convert visitors into customers (and be sure to test it on mobile to make sure it works).