CTA

Definition

The specific action you want someone to take next—spelled out. A button, link, or sentence that says ‘do this.’ Strong CTAs name the outcome, not the action. ‘Get Free Audit’ beats ‘Submit’ because it tells you what you’re getting.

Why It Matters

If the next step is unclear, people don’t take it. A crisp CTA removes friction and ends the ‘what now?’ confusion. Small CTA improvements often outperform major page redesigns because the barrier was simple and fixable.

How to Improve

• Lead with outcome + action verb. ‘Reserve Your Spot’ not ‘Click Here.’
• Place the main CTA where confidence is highest, not always at the bottom.
• On sales pages, show only one primary CTA. Multiple choices kill conversion.
• Add one sentence of reassurance below the CTA that answers the biggest commitment fear.