Every page on your website has one job: to move a visitor closer to becoming a customer, subscriber or lead. And right at the center of that job sits your Call to Action (CTA): a button, a link or a prompt that says, “Here’s what to do next.”

But here is the uncomfortable truth: most call to action designs are forgettable. They appear in the wrong place with the wrong color, or written with words so vague that visitors simply scroll past them. A weak CTA means a leaking funnel, and a leaking funnel means lost revenue, no matter how good your traffic or your product is.