Call to Action (CTA)
A Call to Action is a specific prompt within a piece of content or a web page that tells readers exactly what to do next – "Request a consultation now", for example – in order to turn interest into a concrete action.
In practice
A CTA works best when it is specific and low-threshold, offering a single clear next step, instead of staying vague or demanding too much commitment straight away. Placing several coordinated CTAs along a longer text increases the likelihood that readers act at the point that suits them.