We all know the call to action on every advert, every sales letter and indeed, every web page, can make or break all the effort you've put into creating it. So every time I come across another decent set of reminders about what to put in your call to action, you'll see it here. It's something we all need to absorb by constant repetition.
7 Tips for Effective Calls to Action on the Inbound Internet Marketing blog says that you need to be urgent, specific, well positioned, easy to follow and eyecatching. All good common sense, as is the suggestion that you test, test, test!
Take a call to action on one of your web pages and see if it can be improved by these tips.