Call to Action
Also called CTA
A call to action: the prompt telling a visitor exactly what to do next, sign up, start free, book a demo, usually a button or link. The hinge of any conversion.
Why it matters
A clear, single, compelling CTA can lift conversion sharply; a vague or crowded one buries it. Getting the CTA right, what it says and where it sits, is basic but consistently underrated.
For example
A landing page swaps a vague 'Learn more' button for 'Start free in 30 seconds', and signups jump.
Go deeper
Related terms
Also in Starting Up
See how founders actually handle this on Growing and marketing, part of the Starting Up hub.
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