Call to Action (CTA)
The button, link, or prompt that tells a visitor what to do next — the single most measurable element on any landing page.
The one thing your page is actually asking for
Every marketing page is asking for something: click here, buy this, sign up, book a call. The CTA is the piece of UI that makes the ask. Usually it's a button, sometimes a link, occasionally a whole form.
If you only have time to optimize one element on your landing page, optimize the primary CTA. It's the single highest-leverage square of pixels on the page.
What makes a good CTA
Three ingredients:
1. Action verb — "Get", "Start", "Book", "Download", "Claim". Not "Submit" or "Click here".
2. Specific outcome — "Get my free audit" beats "Submit". "Start my free trial" beats "Sign up".
3. First-person voice when it fits — "Start my trial" converts 24% better than "Start your trial" in some tests, because it mirrors the visitor's own thought.
Placement matters as much as copy
The CTA needs to be visible without scrolling on both desktop and mobile. That means testing it in the top 600 pixels of your layout. For long pages, repeat the CTA every 2–3 scrolls.
For forms, keep the button color distinct from everything else on the page. If your brand primary is blue and everything on the page is blue, your CTA button gets lost. Pick an accent color that only the CTA uses.
Common CTA mistakes
• "Submit" — sounds like homework, not like something exciting. Always replace with the specific outcome.
• Multiple primary CTAs — if you have three equal-weight buttons above the fold, you have zero CTAs.
• Hidden in walls of text — the CTA should stand alone, not be at the end of a paragraph.
• Vague language — "Learn more" is the default when you don't know what to say. It's fine as a secondary, but never as primary.
Frequently asked
What color should a CTA button be?
The color that contrasts the most with everything else on the page. On a blue-themed site, try orange. On a dark site, try bright green or yellow. Contrast > color psychology.
How many CTAs should one landing page have?
One primary CTA, repeated 3–5 times down the page, plus up to one secondary (lower-commitment) alternative. If you have 3 equal primaries, your page has zero.
Related terms
Landing Page
A standalone web page designed around one specific goal — usually a sale, signup, or booking.
Conversion Rate
The percentage of visitors who complete your desired action — buying, signing up, booking, etc.
Hero Section
The first section a visitor sees when they arrive on a page — headline, subheadline, CTA, and usually an image or video.
Above the Fold
The portion of a webpage visible in the viewport without scrolling — usually the top 600–800 pixels on mobile.
Put it into practice.
PageStrike generates the whole thing — headline, CTA, hero, proof section — in about 2 minutes. You'll never have to write a hero section from scratch again.
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