Glossary

What is a call to action?

A call to action is the button or link that asks a visitor to take the next step, such as “Book a call”.

Why it matters

A page without a clear next step leaves visitors to work it out themselves. One main action, repeated, works better than several competing ones.

Example

A services page repeats the same “Book a call” button in the header, after the pricing, and at the end.