Knowledge base · Content & creative

CTA

A CTA is a Call To Action: the button, link or line telling the visitor what the next step is.

Every page and every ad needs one main CTA. Book an introduction, download the calendar, reserve a table. Two main actions on one screen distract from each other.

A good CTA is concrete and active. Read more is vague; See the pricing sets an expectation worth the click.

Test the wording and the placement above all, not just the colour. The promise inside the CTA weighs heavier than its styling.

How we do it

We give every page one main action and test its wording as part of conversion optimisation.

Related service

Strategy & Growth

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Related terms

Conversion

A conversion is the action you want from a visitor: an order, booking, enquiry or sign-up.

A/B test

In an A/B test two variants run at the same time for comparable groups, to measure which performs better.

Lead magnet

A lead magnet is something valuable you give away in exchange for contact details and consent.

Curious what this means for your brand?

We look at your numbers with you and show where the gains are, in plain language.

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