The call to action or CTA is at the core of a successful website and every website should have a call to action.

There are a number of potential CTAs to attract qualified leads, including:

• Download my free eBook now
• Start a free trial
• Make an appointment
• Get a free consultation

There are established best practice but will depend on the type of user you expect to visit your website.

CTAs should be:

• Visually striking with copy that compels you to click the offer
• Brief: A couple of words is best, no more than five is ideal
• Action-oriented: Begin with a verb like "Download" or "Register"
• Located in an easy-to-find spot that follows organically from the flow of the webpage
• In a contrasting color from the color scheme of the webpage, while still fitting in with the overall design
• Large enough to see from a distance, but not so large as to detract attention from the main content on the page
• Easy to understand and clear: Be sure to state exactly what the visitor will get if they click on the CTA and go to the landing page

There are 8 common types of CTAs and they are:

• Lead Generation
• Form Submission
• Read More buttons
• Product or Service Discovery
• Social Sharing
• Lead Nurturing
• Closing the Sale
• Event Promotion

What CTAs will work best for your website will depend on what goals you have and what you are expecting to get from your sites visitors.