Call to action (CTA)

A call to action is the prompt that asks the visitor to take the next step, usually a button such as "Start free trial" or "Book a demo". The primary CTA is the one action the page exists for.

Why it matters

Every landing page has one job, and the CTA is where it's done. If visitors can't find it, don't know what happens when they click, or feel the step is too big, they leave.

How to get it right

• Use a verb that says what happens: "Start free trial", "Get the checklist".
• Make one action primary and the rest secondary.
• Put it on the first screen and repeat it after key sections.
• Reduce the perceived risk next to it: "No credit card", "Cancel any time".

Common mistakes

• Vague labels: "Submit", "Learn more", "Get started" with no context.
• Asking for a big commitment, like a sales call, from cold visitors.
• A button that looks like decoration rather than something to click.