A call to action or CTA is an image or line of text that prompts your audience (visitors, leads, and customers) to take the desired action.
There are three main features to a CTA:
Generally, a CTA is placed in the top area of a website ( above the fold). Where the web page is long multiple CTAs can be added once they don’t compete with each other.
A CTA must standout, be recognizable and appealing in order to draw the attention of the visitor.
3. Copy or Text
The copy should be clear, contain active verbs and communicate the value the audience will derive from taking the proposed action.