Persuasion
A call to action (CTA) is the explicit invitation to take the next step: ask for a quote, sign up, book a visit.
The wording and the position change the number of clicks and conversions, and the same call has to be calibrated on the search intent of whoever arrives, on what that person wanted when they typed their question: to get informed, or to buy.
An example
On a price list page «Request a quote» works with people ready to buy, while those arriving from an informational search respond better to «Download the comparison of the three options». Rereading the archived versions of your own pages, and of your competitors', shows which calls generated clicks and which were ignored.
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