Calls-to-action, or CTAs for short, are essentially the gateway between a website page that already is getting traffic or is promoted (like a blog post) and the well-crafted landing page you just built. They use the desire we all have to click on buttons to drive qualified leads to the landing page, which then sells them on why they should give up their email address.
Sure you can promote your landing page on social media and in regular links in posts and emails, but a good CTA not only stands out from linked text, but is also placed in just the right spots for visitors to naturally click. This is the biggest benefit to CTAs: it’s a no-brainer to click through to the landing page. On the landing page, it’s a no-brainer to fill out the form. CTAs allow your visitors to have a friction-free path through your site.