CTA (call to action)
The button or line of text that invites a visitor to act, like booking, messaging, or buying.
What is a CTA or call to action, and where should I put it on my page?
CTA stands for "call to action." It is the concrete invitation to the next step, almost always a button, like "Get a free quote" or "Message us on WhatsApp." A good CTA says exactly what will happen when you tap it.
When there is more than one, it helps to let one dominate while the rest support it. If they all carry equal weight, the visitor has to choose between similar-looking options and takes longer to decide, which is exactly what Hick's law describes.
Why it matters to your business
An interested visitor who cannot find how to take the next step leaves, even if they liked what they saw. Checking that the main call to action is visible without scrolling, and that on mobile it sits right where a thumb lands, is one of the cheapest fixes you can make to a page.
How we use this at Damorus
In Küsten Elite there is one dominant call to action, "Get a free quote," with calling and WhatsApp as secondary options, and on mobile a fixed bar at the bottom carries all three. In The Medspa by Rayray booking appears in three layers (a top bar, fixed buttons on desktop, and a bottom bar on mobile), and on the main banner the team swapped the booking button for "View results," which links to results photos on Instagram: the bet is that someone who just arrived is more likely to want to look than to book right away. In this site's closing sections, we number the options whenever there are two.
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