A call to action, or CTA, prompts someone to take a specific next step. It can appear as a button, link or short instruction. Mailchimp’s definition covers prompts that guide a reader towards a chosen action. Source: Mailchimp: What is a call to action?

Name what happens next

For a travel enquiry page, consider a label such as “Request a holiday quote” when that is the action offered. Keep the wording consistent with the page that opens. A clear label lets the visitor judge the next step before clicking, rather than relying on surrounding copy to explain a vague button.

Match the promise to the result

Test the full journey after the click. If a button opens an enquiry form, explain the information needed and how the enquiry will be handled. Review the button, destination and confirmation together, because improving the label alone will not resolve an unclear process after it.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and recommendations are editorial illustrations, not customer results.