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CTA
Action-driving button text that tells users exactly what they get.
CTA stands for "call to action" — the words on the button that ask the user to do something. "Get started," "Download the guide," "Try it free" are all CTAs.
Strong CTAs lead with a verb and promise a clear outcome. "Click here" tells the user nothing. "Download PDF" tells them exactly what happens next. Make every word earn its place.
A page usually has one primary CTA — the action you most want users to take. Secondary CTAs (like "Learn more") sit nearby but quieter, so the eye lands on the main one first.