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In my opinion, a page on any web site should “sell” you something. A blog should sell its content and ads, an online store should sell the products / newsletter / contact information page, a presentation web site should generate leads. These are important selling points. On a smaller level, a web site has secondary purposes, like branding, providing more information, providing a good user experience, offering the best possible content to the user. Anyhow, a web page should have a purpose, and this can generally be attained better if using call-to-actions. How to create them?