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8. Landing Pages

Call to Action: The Big "What Now?"

A call to action, commonly known as a CTA, is a vital signpost on the road of your landing page experience, telling visitors what they should do next. Think of it as the climax of a persuasive speech, the point where the speaker tells the audience the action they need to take. On a landing page, a CTA is where the buildup of good design, compelling content, and engaging visuals culminate in a clear instruction: “This is what you do next.”


The Essentials of a Strong CTA

For a CTA to be effective, it needs to do two things: stand out and persuade. That means it should be visually distinctive, often with a color that pops against the background of the page. It also needs to contain an action verb that prompts immediate response—words like ‘Get’, ‘Start’, ‘Join’, or ‘Discover’ are popular because they’re energetic and prompt action.


Let’s look at the music streaming service example. Their CTA of “Start Your Free Trial” is compelling for several reasons:

  • Start: It’s an active, inviting word that suggests beginning a journey.

  • Your: This possessive pronoun makes the experience personal to the visitor.

  • Free Trial: Who doesn’t like something free? It promises a no-cost way to explore the service.


Context and Relevance

A CTA should also align with the context of the content around it. For instance, if a visitor is reading about the wide variety of genres on the music streaming service, the CTA could be “Discover Music for Every Mood,” which ties directly into the content the visitor is engaged with. This CTA works because it takes the visitor's interest and gives them a clear, related action to take.

Real-World Application

Consider "PhotoPro," an online store that sells camera equipment. On its landing page, designed to promote a new line of lenses, it uses a CTA like “Capture Your World Like Never Before.” This phrase does more than just invite a click—it encapsulates the product's benefit and stokes the visitor’s imagination about its potential to elevate their photography. The button stands out in a vibrant hue, drawing the eye and making it the focal point after the visitor has browsed the product information.


Testing for Effectiveness

It's not enough to create what you think is a clear and compelling CTA; you need to confirm it works for your audience. This is where A/B testing comes in—comparing two versions of your CTA to see which one drives more conversions. Maybe “Capture Your World Like Never Before” will have a higher click-through rate than “See the Difference with Our Lenses.” Testing helps you understand your audience better and refine your CTAs for maximum impact.



In conclusion, the CTA is where you reap the rewards of your well-crafted landing page. It's a beacon that draws the visitor’s journey to a satisfying conclusion, turning interest into action. A successful CTA is a bridge between a user's interest in your product or service and their decision to engage further. By making it as clear, compelling, and contextually relevant as possible, you significantly increase the chances of transforming visitors into customers, subscribers, or followers. It's the “what now” that answers the visitor’s implicit question at the end of their landing page journey: “I'm interested—what do I do next?”

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