A call to action (CTA) is the button, link or line that tells a visitor what to do next, such as "Start free trial" or "Join the waitlist".
A good CTA names the action and what the visitor gets, uses the same words every time it appears, and is the most visible thing on the page.
Pages with several competing CTAs tend to get fewer clicks on all of them. Pick one main action and make the others secondary.
Why it matters for a launch
The CTA is where a visit turns into a user. Small changes to its wording or placement can change signups noticeably.
Read more: How to write a SaaS landing page