How should call-to-action buttons be designed?

Call-to-action (CTA) buttons are critical for conversion. Effective CTAs use action-oriented text ("Get Started", "Book Now", "Download Guide" rather than generic "Submit" or "Click Here"), contrasting colours that stand out from the page, adequate size for easy clicking especially on mobile, and strategic placement where users naturally look. We limit CTAs to 1-2 per screen section to avoid decision paralysis. Button text should create urgency or value ("Start Free Trial" beats "Sign Up"). Testing shows specific copy like "Get My Free Quote" outperforms generic alternatives. We design buttons with hover effects and ensure they're accessible. Placement matters too - repeating CTAs throughout long pages increases conversion. We optimise CTA design and placement based on industry best practices.