Call to Action
CTA
A CTA is the element that invites the visitor to act: a button, a link, a short phrase. It carries a page's conversion intent.
A call to action gives a clear direction: 'Book a call', 'Request a quote'. Its wording, color, and placement largely determine whether it's seen and followed.
An effective site limits the number of CTAs per page to avoid diluting attention. One clear goal, one visible button, beats three competing choices.