Call to action (CTA)
A call to action is the button or link that asks a visitor to take the next step, such as call, chat on WhatsApp, book or send a brief. A clear page has one main call to action, written as a plain verb, and repeats it where the visitor decides.
In practice
What it means when you are the one making the decision.
The words matter more than the colour. Start a project, Get a quote on WhatsApp and Book a call all say what happens next. Click here and Submit do not.
Every extra competing button splits attention. Keep one primary action per page and let secondary links be quieter, so a visitor never has to guess what you want them to do.
Example
A clinic page offers one large button, Book a visit, in the first screen on a phone, with a quieter link to call. It repeats the button at the end of the page.
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