Call to action (CTA)

What makes a CTA work

• It says what happens on click. "See pricing" or "Book a 20-minute demo" work better than "Submit" or "Learn more", which give nothing away.
• It starts with a verb and, where there's room, adds what you get.
• It stands out visually: enough contrast, a comfortable tap size on mobile and space around it.
• There is one primary CTA. If everything is primary, nothing is. A secondary one, with less visual weight, serves people who aren't ready yet.

Matching commitment to the stage

Not every visitor is at the same point. Someone arriving from a blog post rarely wants to talk to sales that day. B2B tech websites usually combine:

• High-commitment CTAs: book a demo, talk to sales, start a trial.
• Low-commitment CTAs: take a product tour, check pricing, download a guide, subscribe to the newsletter.

Where to place them

• On the first screen, next to the value proposition.
• After each block that addresses a major objection.
• At the end of the page, for people who read everything.
• In a sticky header, if the design allows.

Supporting copy

A line next to the button can resolve the last doubt: "No credit card required", "30 minutes, no commitment", "We reply within one business day".

Common mistakes

• Several CTAs with the same weight competing with each other.
• Generic copy lifted from a template.
• Buttons that look like text and links that look like buttons.
• A CTA that promises one thing ("Try it free") and leads to a sales contact form.

Related terms

• Hero section
• Friction
• Microcopy
• Landing page