Website
Call to action (CTA)
Also called CTA.
A call to action (CTA) is the button or line that tells a person the one thing to do next.
Examples: "Start free trial", "Book a 15-minute call", "Get the free checklist" for a lead magnet. A good one names the action and what the person gets. Give each page or message one main call to action, so people do not have to choose.
Match it to how ready the person is. A stranger reading a cold email may reply, but will rarely book a demo. A visitor on your landing page may start a free trial. When you have the traffic, compare two versions with an A/B test, and write the page around it.
Go deeper
- How to write a landing page that convertsWrite a landing page that converts with one offer, your buyers' own words and one button, then send it 100 people a day and fix the one place they stop, with a checklist.
- How to write homepage copyWrite homepage copy a stranger gets in 5 seconds: a headline under 15 words, one line, one button and five short parts, tested on 20 new people a day until 8 in 10 get it.
- How to write a cold emailWrite a cold email strangers answer: under 80 words, a 4 to 6 word subject, one true line about them and one small question, then send 100 a day and count replies every Sunday.
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