The Call to Action
Users scan web pages and look for clues as to what to do. Tell them. A Call to Action is a short, descriptive instruction that explicitly tells a reader what to do (for example, “click here”). Banner advertising usually involves a clear Call to Action, and they can also be used in paid search advertising. Call to Action copy is not limited to short copy: email newsletters and promotions should also make use of Calls to Action, and we even see them all over web pages.