Call to action (CTA)

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.