A Company Page call to action should answer one question: what is the most useful next step for an interested visitor?
The right answer depends on the organization and its current objective. Sending everybody to a generic homepage is not automatically the best choice.
Match the action to visitor intent
Depending on the options available to your Page, a call to action might direct people to a website, contact route, services or another destination. Choose the destination before choosing the label.
Free and Premium Pages display CTAs differently
LinkedIn currently allows custom call-to-action functionality on free and Premium Company Pages, but visibility differs. On a free Page the CTA is less prominent, while Premium can increase its visibility across additional LinkedIn surfaces.
That distinction matters when evaluating Premium: the question is not merely whether a CTA exists, but whether the additional visibility is valuable enough to your organization.
LinkedIn Premium Notes
Premium changes the visibility of your Page’s call-to-action. If you have Premium, assess the additional placements as part of the visitor journey rather than treating the button as a standalone feature.
Send people somewhere useful
Check that the destination page matches the promise made by the button. A “Contact us” action should not send somebody into a maze. A service-related action should land somewhere that explains the relevant service and makes the next step obvious.
Measure rather than assume
LinkedIn provides custom-button click data in Visitor Analytics. Use it to understand whether people are taking the action and to test whether the destination and proposition remain appropriate.
Your task
Identify the single most valuable reasonable action a qualified Page visitor could take today. Check your current CTA label, destination URL and landing experience against that action. If they do not align, define the change you need to make.