“I never worry about action, but only inaction.” – Winston Churchill

A call-to-action tells the website visitor to take some immediate action; “Call Now!”, “Download Now!” or “Sign-up Today!”

Calls-to-action must include strong, compelling action verbs such as, download, buy, shop now, call, and watch.

Think of a call-to-action as a conversion device. Calls-to-action require a higher level of commitment by the website visitor. These mechanisms also serve to move the prospect further along in the buying cycle.

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