Guide users to take action

Your calls-to-action should be strategic and consistent:

• Primary CTA - One main action repeated 3-4 times
• Secondary CTA - Lower commitment option (watch demo, learn more)
• Button copy - Action-oriented, benefit-focused (Start free trial vs Submit)
• Contrast - Buttons should stand out from page background
• Urgency - Appropriate scarcity when genuine

Avoid: Multiple competing CTAs that confuse users about what to do next.