A call to action is the instruction at the end of a page, email or video. Telling people what to do can raise conversions by a large margin, because people are busy and do not want to guess.
The best buttons say what happens and what they get, such as Get My Free Checklist, not Submit.
Do it step by step
- Use one call to action per page or email.
- Start the button with a verb and include the benefit.
- Repeat it after each section of proof.
- In videos, say it out loud and show it on screen.