Call to action
A call to action is the button or line that tells the visitor exactly what to do next.
In a simple example
Book a table, Order now, or Send a message: one clear button on the page.
Why it matters to you
A page without a clear next step leaves visitors unsure, and they leave without doing anything.
Do not confuse with
A call to action is one clear step. It is not a long list of everything you offer.