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Call-to-Action (CTA)

By Dan Kurtz Updated 1 min read

A call-to-action is the specific instruction that tells the reader what to do next after consuming a piece of content: click here, buy now, book a call, download the guide. Every direct response asset has one dominant CTA.

Weak CTAs kill conversion. Strong CTAs use active language (‘Get my free guide’ beats ‘Submit’), name the specific outcome, and eliminate ambiguity about what happens next. Landing pages with competing CTAs convert worse than pages with one.

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