Call to Action

A call to action (CTA) is the element — usually a button — that prompts the user to take a specific, desired step.

Why it matters

The CTA directs people toward the key action. A clear, well-placed CTA is often the difference between a user moving forward or leaving.

In depth

Effective CTAs use action-oriented language, strong visual contrast, and a logical position in the flow. Most screens should have one clear primary action, with secondary actions visually de-emphasized so the main path stays obvious.

Real-world example

A prominent 'Start free trial' button, styled distinctly from everything around it, is a primary call to action.

Try it

StateDefault

Hover, click, or tab to the button. Each state needs its own visible signal.

Related terms

Visual Hierarchy
User Flow
Value Proposition

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