A "call to action" calls your audience to action. It tells them what to do, to "Subscribe" or "Call now". They're usually found as buttons on your website, or links on social media or emails. They direct the audience to a specific landing page on your website.
Calls to action
When designing your website, it's important to include a story or progression that they should follow? When they're looking at your home page, where do you want them to click? Is there a clear "call to action" for them to naturally take the next step into the story your telling? Viewers want to be lead, the first click should be an obvious one. When most businesses hear "call-to action" they immediate think of the "Call now!" or "Buy Now" button. However, when someone lands on your website, they don't know enough about you to want to "buy now" as their first step. Give them a call to action which lets them find out more about you and your product or service, but in the sense that benefits them. They won't click on "hear about our services" because they don't care about what you can do. They care about what they can get from you. make your call to action "Save money today!", "Discover a faster way to work" or "Save the world while looking fabulous". Provide an action they want to take.
When adding calls to action, and deciding where to link you, you have to give them exactly what they expect, link to a page that answers exactly what you've said. If they click and the page they land on is a genetic "services" page or doesn't give them exactly what they expect, they wont stay very long. If they click on "Save the world while looking fabulous", they expect to find a page with that as a title, that details your beauty products and the good they're doing in the world. Create these specific landing pages for each of your calls to action, as well as key questions you can answer! You need to provide benefits and information your audience is interested in!
These landing pages will also likely rank higher on google and search engines when users search for those questions. Read more about SEO to make sure they're found!search-engine-optimization-seo.html