Are your website visitors inspired to take action? If not, the problem could lie with your call to action. Your call to action is the most important part of your marketing campaign and is the difference between losing a potential customer and making the sale.

With the right call to action, you can persuade people who visit your site or read your emails to do something specific like buying a product, grabbing a download, reading the rest of an article, or sharing a piece of content on social media. In digital marketing, the CTA often consists of text placed on a button, though it may also be a simple link with appropriate anchor text.

This cheatsheet gives you an at-a-glance summary of what makes the perfect, high-converting call to action.