CTA Architecture: Where Buttons Need to Be
Why the fold myth is nonsense and which CTA placement actually converts.
The biggest myth in web design: "Everything needs to be above the fold." That's not true. What IS true: the first visible area must clearly communicate what you offer and what the next step is.
CTAs belong in three places: 1) In the hero -- right after the headline. Not hidden, not small, not just a text link. A button with a clear call to action. 2) After every content block -- when the visitor has just read what you do, they're most ready to act. 3) At the end of the page -- as a final push for those who scrolled all the way down.
The best CTA wording for tradespeople: specific and low-risk. "Start quick check" works better than "Request now" because it signals less commitment. "Check for free" better than "Book consultation".
Don't forget: every CTA needs tracking. Without knowing which button gets clicked, you can't optimize. Event tracking for every CTA is mandatory from day 1.
