What is Call to action?
Also called: CTA
The short answer
A call to action is the button or link that asks the visitor to take the page's main next step, such as Book now, Get a quote or Buy.
What people say: “the button”, “the buy button”.
Call to action, explained
Specific verbs beat generic ones: Get my free quote tells people what happens; Submit does not. One primary action per screen keeps the decision easy.
Questions people ask about Call to action
What is Call to action?
A call to action is the button or link that asks the visitor to take the page's main next step, such as Book now, Get a quote or Buy.
What should my CTA button say?
The outcome the visitor gets, in their words: Book my cleaning, Start my free trial, Get the template.
Related terms
Conversion rate optimisation is the practice of improving the share of visitors who take a desired action, by testing changes to copy, design, speed and flow.
Landing pageA landing page is a single page built for one goal, such as a sign-up or a purchase, usually the page a visitor lands on from an ad or campaign.
Visual hierarchyVisual hierarchy is arranging elements by size, colour, contrast and position so visitors see the most important thing first and the rest in order.
UXUX, or user experience, is how it feels to use a website: whether people can find what they came for, understand it and finish what they started without friction.
Part of the Web Encyclopedia by Apex Flow Digital. Definitions are general knowledge, kept current, with no invented statistics.