A CTA is any element that asks the visitor to take action. Usually a button, sometimes a link or form. It's the single most measurable element on your page — either people click it or they don't.
In our scoring system, CTA is weighted at 15% of the total score. Pages that score 8+ on CTA have two things in common: the button tells you exactly what happens next, and the perceived effort of clicking feels minimal.
What separates good CTAs from generic ones
The highest-converting CTAs follow the action + value formula: "Analyze my page free" (action: analyze, value: free), "See pricing plans" (action: see, value: clarity). Compare with "Get Started" or "Submit" — all action, zero value. The user should be able to complete the sentence "I want to..." with your CTA text.
Placement matters as much as copy. Your primary CTA needs to appear above the fold AND after each major persuasion section. A visitor who's convinced after reading your testimonials needs a CTA right there — not a long scroll back to the hero. On long pages, 3-4 CTA placements is normal and doesn't feel repetitive.