Call to action in web design — and in user experience (UX) in particular — is a term used for elements in a web page that solicit an action from the user.
There’s a technique for improving one’s user interface design skills that is the most efficient way I know of expanding one’s visual vocabulary but that I’ve rarely heard mentioned by digital designers.
I’ve been thinking a lot about speech for the last few years. In fact, it’s been a major focus in several of my talks of late, including my well-received Smashing Conference talk “Designing the Conversation.”