A call to action (CTA) is a button, link, or line of text that asks a visitor to take one specific action, such as subscribe, book, or buy.
A CTA turns attention into action. "Book a call", "Get the guide", and "Listen now" are all calls to action. They work best when they start with a verb and name what the visitor gets.
One page can have several CTAs, but one should lead. When every link looks equally important, visitors take longer to choose, or leave without choosing.
Placement matters as much as wording. On a phone, the first CTA above the fold is the one most visitors see.
Example
A fitness coach replaces a button labeled "Website" with "Book a free 15-minute call". More visitors tap it, because they know what happens next.
In pageo
Pin one link as your primary link to show it larger at the top of your page. A contact form and a subscribe button work as calls to action too.
Traffic and analytics
Conversion rateConversion rate is the percentage of visitors who complete a goal, such as a sign-up, a purchase, or a form submission.Read the definitionLinks and pages
Landing pageA landing page is a single web page that visitors reach from an ad, a post, or an email. It is built to get them to take one action.Read the definitionAudience and growth
Lead magnetA lead magnet is a free resource, such as a guide, a template, or a discount, offered to visitors in exchange for their contact details.Read the definitionClaim your page in under a minute. No card needed.