Funnel & Conversion
Call to Action (CTA)
Also: CTA
The prompt that tells a visitor exactly what to do next, the button or link that turns a reader into a lead or a customer.
Why it matters
A page without a clear, single next step leaks people who were ready to act. The CTA is where intent converts into a measurable action.
What good looks like
A good CTA is specific, visible, and singular: one primary action per page, worded as the value the person gets, not a vague verb.
Related terms
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