Ineffective CTA text and/or destination***

• CTA text is not engaging or does not reflect the personality of the business or organization
• CTA text is not adequately describing the CTA destination or function of button
• CTA does not lead the viewer to a page on the site that best accomplishes the goals of the business or organization

For the CTA to be effective, we must consider

• For destination (link): What is the main goal of the website?
• For wording (CTA text): What is the personality of the business?
• Essentially, what page or functionality on the website best accomplishes the business’s goals, and how do we effectively lead the viewer there?