This can be anything from signing up for a newsletter, to registering for the Home Hunter tool, to requesting a showing of a property.

Calls to action are important because they help us make it clear to users what the next steps are we want them to take.

So how can you make sure you have effective calls to action?

1. Be clear and concise. Assume that your users don't know what you want them do to next on your website. Tell them in as clearly as possible what they should be doing (for example, "Sign Up For Our Newsletter" or "Search For Properties").

2. Use action words. These are words that prompt the user to do something, such as "Sign Up," "Search," or "Contact Us."

3. Create a sense of urgency. Using words like "now" and "limited time" will provide users with a sense that they may miss out on an opportunity if they don't follow through immediately.

4. Don't overwhelm a user with too many choices. Avoid using more than two calls to action on any given inner page on your website – too many choices will overwhelm your users. Oftentimes, when users are presented with too many calls to action, they'll decide not to choose any of them. If you do have two calls to action, make sure that the more important one is emphasized more (you can do this by choosing a more contrasting colour, or making the call to action larger).