In order for calls-to-action to be effective, your team must first map out what you want users to do (ensuring that aligns with what goals they want to accomplish) and what steps they must take as part of that process. Without this clarity, even the most effective call-to-action won’t help you achieve your business goals.

Here’s the thing about a call to action—it is a call to action. It’s sole purpose is to continue the conversation with eh customer or prospect on your website. You want them to click and move forward.