Websites
Call to action CTA
The thing you ask a visitor to do next: call, book, get a quote, start a project. Usually a button or a short form. "Above the fold" means it is visible before anyone scrolls.
Why it matters for your business
People do what the page asks, and nothing else. A page with no clear next step, or five competing ones, produces visits and no leads. One obvious action, repeated as the page goes on, is what turns readers into contacts.
In practice
A financial advisor's pages all end with the same button: "Book a 20 minute call". It is also at the top of every page and in the menu on phones.
Related terms
Want this handled rather than explained?
Two minute intake. A real person reads every one and replies within a business day.