What is a call to action?

A call to action (CTA) is a prompt that tells website visitors what to do next - 'Book a Free Consultation,' 'Get a Quote,' 'Call Now,' 'Download the Guide.' CTAs are critical because most visitors won't take action unless you ask them to. Effective CTAs are specific (not just 'Contact Us'), create urgency or value ('Get Your Free Audit Today'), and stand out visually with contrasting colors and clear button design. Every page on your website should have at least one CTA. Place your primary CTA above the fold (visible without scrolling) and repeat it throughout the page. Test different CTA text to see what converts best.