Call to action (CTA)

noun · Positioning

The button that should read like the next sentence in the story your header started, not a request for the visitor's time. If your header promises "ship faster," the CTA is "Start building," not "Request access." If you cannot write one that continues the story, the positioning is not finished.

The CTA changed from a demo request to a button that reads "Send your first quote."

See also

Related guide

The Landing Page PlaybookHow to write a landing page that earns a stranger’s next click. Read it before you build or rewrite the page that carries your first impression.

Keep going

From Idea to Product/Market FitFive stages from an idea to product/market fit, with what finishes each one. Read it to find where your venture stands and what to change when it stalls.

by Paso