As valuable as traffic to your website is, it’s essentially useless if people land on your pages and have no idea what to do. A call to action (CTA) is something you add to your web pages to compel a visitor to take a desired action. A primary call to action should be obvious, appear above the fold and not be buried in your text. To make them stand out they might be images and use colors that are in contrast to the main colors of the page. Tell your visitors to “buy now while supplies last,” “subscribe to our free newsletter,” or “contact us to receive your discount” and more of them will—they’ll contact you, subscribe for more, and even make a purchase.
A secondary call to action might be a little smaller in size or use colors that, while still standing apart, will blend a little more with the page. You want visitors to see them, but not before your primary call. A text link at the bottom of your page saying ‘contact us for more information’ might be an example of your secondary call to action on that page.
