Call2actions - best practice

Best practice is best practice - not universal solutions that are allways the best. Sometimes Call2actions with simpel text links saying "read more" outperforms Big green blinking buttons saying - Try for free now. So use your common sense to judge which language and call2action type that is suited for your needs. When thats said, buttons works better than links. keep call2actions texts i one line, no longer than 4 cm. Use active language, that tells about the next step, but also provides a value proposition of the product/service and that states whats in it for the user/buyer.