Call to Action (CTA)

A call to action, or CTA, is the element on a page that tells visitors what to do next and invites them to do it: "Add to Cart," "Subscribe," "Request a Demo." It's usually a button or link, written as a clear, active instruction.

A good CTA is hard to miss and easy to act on, because it's often the doorway to a conversion. Every meaningful page should have one obvious next step. When a page offers five competing CTAs, or none at all, visitors stall.