Call To Action Basics

If people are landing on your page but not clicking, the problem is often not that they are uninterested. It is usually that they are unsure what to do next, what they will get, or why clicking is worth their time. A strong call to action makes the next step clear, useful, and easy to trust, which is why it has such a direct impact on leads, sales, bookings, and sign ups.

A call to action, often shortened to CTA, can be a button, text link, form prompt, banner, email link, advert instruction, or end of page invitation. Common examples include

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