Glossary

What Is Call to Action (CTA)?

A call to action (CTA) is a design element — typically a button or link — that prompts users to take a specific, desired action. CTAs are the conversion levers of any web page. Examples include 'Get Started Free', 'Download the Guide', 'Book a Demo', and 'Add to Cart'. The effectiveness of a CTA depends on its copy, colour, size, placement, and surrounding context.

CTA copywriting principles

Strong CTAs are action-oriented (start with a verb), specific (say exactly what happens next), value-focused (hint at the benefit — 'Get My Free Report' beats 'Submit'), and low-friction (reduce perceived risk — 'Try Free, No Credit Card' reduces hesitation). Avoid generic CTAs like 'Click Here' or 'Learn More' — these underperform because they don't communicate value.

CTA design and placement

CTAs should stand out through colour contrast against the background — use your brand's accent colour. Size matters: buttons should be large enough to tap on mobile (minimum 44×44px touch target). Placement: always include a primary CTA above the fold in the hero section. Repeat CTAs at key decision points throughout the page: after feature descriptions, after social proof, and in the footer.

Primary vs secondary CTAs

Pages typically have one primary CTA (the main conversion goal) and one secondary CTA (a lower-commitment option). For example: 'Get Started Free' (primary) + 'See Examples' (secondary). The primary CTA should be visually dominant. Using two equally prominent CTAs creates decision paralysis and reduces conversions.

Call to Action (CTA) & Canvas Builder

Canvas Builder generates landing pages with well-designed, strategically placed CTAs — properly styled Bootstrap 5 buttons in your specified brand colour, positioned in the hero, mid-page, and footer.

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Frequently Asked Questions

What colour should my CTA button be?

Your CTA button should contrast strongly with its background. There's no universally 'best' colour — the key is contrast and standing out. Green, orange, and blue are commonly effective. Test different colours for your specific audience and design.

How many CTAs should a landing page have?

One primary CTA goal per page. However, you can repeat the same CTA button multiple times across the page (in the hero, after features, and at the bottom). Avoid having multiple different CTAs competing for attention.