CTA

A CTA (Call To Action) is a prompt telling the user what to do next — "Book a call", "Download", "Buy". It's usually a button or link placed at a key point on the page.

Why it matters

Without a clear CTA the visitor gets lost. A specific, action-oriented, visible prompt directly affects conversion rate — often more than the surrounding copy.

Real-world example

Changing a vague "Submit" to a specific "Get my free quote" lifts form clicks. Benefit-focused language beats a generic verb.