The call-to-action (CTA) is arguably the most important part of your web page. Yet a shocking number of sites play hide-and-seek with their call-to-action buttons, making them “blend in” with the color scheme of the page or burying them so far down on the page that the likelihood of a visitor scrolling that far is nil.
You can increase CTA response with copy that specifies what the call-to-action is, e.g. Amazon gives visitors the option to “Add to Cart” or “Add to Wishlist”. Good CTA copy has the instruction (click here, download now), a description of the offer (free report, free demo), and a benefit. For example, the main call-to-action might say, “Download your FREE Selection Guide to saving money now.”
Source: Tim Ash, Clickz, 4/15/14