CTA (Call to Action)

A call to action (CTA) is the prompt that tells a visitor what to do next — “Start your free trial,” “Book a call,” “Download the guide.” It’s usually a button or link, and it’s the hinge between reading and acting.

Why it matters

Even motivated visitors need a clear next step. A specific, visible, single primary CTA per page consistently outperforms vague or competing ones. Weak or missing CTAs are one of the most common reasons good traffic doesn’t convert.

Common misreading

Assuming more CTAs equals more action. Competing calls split attention; one clear primary action usually converts better than five.