Why it matters
Visitors follow the path you make obvious. Pages without a clear next step leak motivated buyers who simply weren't told what to do; pages with competing steps split attention until no step wins. The CTA is where interest becomes pipeline.
How it works
Effective CTAs are specific ("See pricing", not "Submit"), clear about commitment ("Free 20-min call"), visually unmistakable, and repeated at natural decision points down the page. The ask should also match warmth: first-time visitors get a lighter step than ready buyers.
What to do about it
Audit your top ten pages: name each page's single most valuable next action, make that the one prominent button, and demote everything else to text links.
