Call to Action(CTA)
The button or link asking the user to take a specific next step: 'Book a call', 'Get a quote', 'Download the guide'. Specific CTAs convert better than vague ones.
Good CTAs are specific ('Book a 15-minute call' beats 'Get in touch'), action-oriented, and match the user's readiness state. A first-time visitor isn't ready for 'Apply now'; a returning visitor might be.
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