Call to Action (CTA)
A call to action is the prompt that tells a visitor exactly what to do next, such as a button or link reading Get a Quote, Start Free Trial, or Book a Call. It converts passive attention into a measurable action and anchors the goal of the page.
Why It Matters
The CTA is where interest becomes conversion. Its wording, color, placement, and clarity directly shape completion rates, making it one of the highest-leverage elements to test on any page.
Common Mistake
Using vague, generic labels like Submit or Click Here, or stacking too many competing CTAs. Weak, unclear, or crowded calls to action leave visitors unsure what to do, so they do nothing.