Your Call-to-Action (CTA) on your Website may make or break your business, here's why:

Netflix's CTA is so simple and easy that 10's of millions of users have acted on this CTA

What Is a Call-to-Action?

A call-to-action (usually abbreviated as CTA) is an image or line of text that prompts your visitors, leads, and customers to take action. It is, quite literally, a "call" to take an "action."

The action you want people to take could be anything: offer a discount at your store or on your services, learn about a new service, how their life can benefit from your product or service, download an ebook, sign up for a webinar, get a coupon, attend an event, etc. A CTA can be placed anywhere in your marketing -- on your website, at your retail store, print, tv or online advertising, in an ebook, in an email, or even at the end of a blog post.

Square gets right to the point......

The goal of your homepage is to compel visitors to dig deeper into your website and move them further down the funnel. Include two to three calls-to-action above the fold that direct people to different stages of the buying cycle -- and place them in spots that are easy to find.

These CTAs should be visually striking, ideally in a color that contrasts from the color scheme of your homepage, while still fitting in with the overall design. Keep the copy brief -- no more than five words -- and action-oriented, so it compels visitors to click whatever you're offering. Examples of CTA copy are "Sign up," "Make an appointment," or "Try it for free."

To optimize your CTAs for mobile users, make sure it's big enough to easily touch with a finger.  If you're using a button, make it a minimum size of 44 px by 44 px so it's big enough for people to press with their finger. Consider adding whitespace around your CTA, too, so mobile visitors can easily tap it without accidentally clicking on something they didn't mean to.


Uber has a few great Primary CTAs on their homepage that are geared toward different personas: "Become a Driver" for potential drivers, and "Sign Up" for potential riders. Notice how starkly the bright blue CTAs contrast with the dark background.

Just remember...Your CTA is a call to the consumer on what action take, make sure it is the right one.

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