Marketing
What is CTA (Call to Action)?
A CTA is the explicit invitation to the next action ("Get started free", "Book a demo") — button, link or phrase moving the visitor forward.
A strong CTA has 3 traits: imperative verb, benefit focus (not effort), and minimal friction ("Get started free" > "Sign up"). Color, size and position variations move CTR significantly.
Do not hide the CTA: consistent data shows above-the-fold CTAs (visible without scrolling) repeated at the end convert more than hidden ones.
Frequently asked questions
How many CTAs per page?
Ideally one primary CTA repeated 2–3 times on the page, not competing with different secondary CTAs in every block.
Is "Learn more" a bad CTA?
It is generic. Works for TOFU; for BOFU prefer specific CTAs ("Get started free", "Talk to sales").