Call to action (CTA)
The button or link that asks the visitor to do the one thing the page exists for. 'Start free trial', not 'Submit'.
See it
What it is
A CTA is one instruction plus the control that carries it out. The label does most of the work: 'Get my free audit' beats 'Submit' because it names what the visitor gets instead of what the system does. Write it as the outcome, in the visitor's words.
Repeat one CTA as often as you like. Two CTAs of equal visual weight are a risk to test, not a law: competing actions can split attention and dilute both, but how much depends on who is visiting and what the page is for. The safe default is to give the primary action the color, size, and position, and demote everything else to a plain text link. Park the reassurance directly under the button: 'no card required', 'cancel anytime', 'takes 30 seconds'.
Gotcha: a CTA placed before the visitor knows why they should care is decoration, not a conversion. Earn the ask first. And build it as a real button or link element with a thumb-sized target, since a styled div is invisible to keyboards and screen readers.
Ask AI for it
Write and style the primary call to action for [page]. Give me five button labels phrased as the outcome the visitor gets, never the mechanism (use 'Get my free audit', not 'Submit'), plus one line of reassurance microcopy under the button that removes the biggest objection. Implement it as a real button element, minimum 44px tap target, using the only high-saturation color on the page, repeated once after the proof section. Demote every secondary action to an underlined text link.