A useful call to action tells the visitor what will happen next. “Download the checklist” should open a file or explain why sign-in is required; “Compare plans” should lead to the comparison; “Run a scan” should start the scan or identify any next setup step. Do not use vague or misleading labels to drive clicks. Confirm that each button works on mobile and with keyboard navigation.
Keep site actions visually distinct from advertisements. Google’s ad placement guidance tells publishers to consider user experience and policies when placing ads. Its program policies do not allow encouraging users to click Google ads. Avoid styling a paid ad as a required site action or placing it so close to a control that visitors may tap accidentally.
Example: An article includes a site CTA, a sponsored provider button, and a display ad in the same colored card. Give each element a clear label and distinct treatment; disclose sponsored links where applicable; ensure the ad is not presented as the next step in the guide.
For SiteReadyScore pages, “Run a SiteReadyScore scan” is a useful CTA after you explain what the scan checks and what it cannot determine. Link the phrase directly to SiteReadyScore. Include a second CTA near the end only when it helps the reader act after reviewing the article, rather than repeating buttons at every heading.
Review the full page at desktop and mobile widths. Use SiteReadyScore to identify public-page issues, then manually test every CTA and distinguish it from advertising.