A clear call to action: Crawl Audit check 111

Short answer: every page should make the next step obvious: buy, book, get a quote, contact us. Check 111 fails when no link or button on the page uses a recognisable action word. Use a label that says what actually happens next.

What Crawl Audit checks

• Pass: a link or button whose text includes buy, get started, sign up, start, try, book, contact, demo, shop, subscribe, request, quote, order, download or join. The report counts them.
• Fail: none.

It reads the words, not where the button sits or how it looks. The catalogue calls this "above the fold", but Crawl Audit can't see screen position, so a matching link in the footer passes. A clear action in other words, such as "See prices" or "Message us on WhatsApp", won't be recognised.

What the research says

• Nielsen Norman Group: "A generic Get Started call-to-action attracts clicks, but also misleads users and acts as a roadblock for those looking to get information about the company."
• "Get Started buttons and other ambiguous calls-to-action can degrade the user experience and should be avoided."

Writing a good one

• Say what happens: "Book a 15-minute call", "Get a quote", "Run a free check".
• Put the main one in the first screen, and repeat it after the content that earns the click.
• Make it a real <a> or <button>, not a styled <div>, so keyboards and screen readers can use it.

Sources

• Nielsen Norman Group, "Get Started" stops users (2017), checked 6 October 2026.