Just like most forms of digital design, these standards originated in print concepts. Many of these are from magazines encouraging readers to start or renew a subscription. More specifically, they’re from the inserts that often fall out from within the pages while you’re reading. Similarly, a good call to action should land in the lap of your user, like a voucher for a tempting + irresistible pizza that persuades you to abandon your plans to cook the same old Tuesday night dinner + instead treat yourself to a mouth-watering slice of pepperoni pizza.
A call to action may not be the most exciting part of a website but its ingenuity should not be overlooked as it is fundamental to giving your website purpose + communicating your message to your clients.
The CTA is that person with green hair + a bright red thong in a sea of monochrome conformists, the Bowerbird that seduces its mate with a technicoloured array of ephemeral material.