When someone lands on your website, you have to think about why they are there. Are they there because they never heard of you? Are they comparing competitors? Are they ready to buy? Are they already a customer?
These questions will help you in positioning an Action button appropriately. As the name suggests, action buttons are there to help your visitors to take action. Do you want them to buy a product? Fill out a form? Do you want them to consider your unique value proposition?
Without a purpose, your website is just a billboard, and it is only informational. When you consider the visitor’s journey and why they arrived, you have a better chance of increasing your website’s conversion rate.
How are most of your visitors finding your website? You can look at your Google Analytics data to find out. If the majority of your websites traffic is coming from searches of your branded name. This would indicate that the majority of your visitors are existing customers and possibly word of mouth referrals (if you are using traditional marketing, with branded information, this could indicate how effective your ads are).
Using data to create a marketing journey helps you make better choices. Of course, this does not replace using a professional web developer. The major difference between an amateur and a professional is planning. Taking the time to research and plan, using data, will help you make better website design choices, and using an action button more effectively.
If you make your action button appeal to the majority of your visitors, with a direct purpose of making their search and visit easier, not only is that a useful web purpose, but your leads, sales, or up-sales with be higher.