A call to action (CTA) is a prompt on a website that tells the user to take some specified action. A call to action is typically written as a command or action phrase, such as ‘Sign Up’ or ‘Buy Now’ and generally takes the form of a button or hyperlink.

In digital marketing this can take the form of the text on a button (a CTA button) or a web link and in email campaigns CTAs are often links to a web page where the user can take further action.

Why Is A Call To Action Important?

The call to action is a key element on a webpage, acting as a signpost that lets the user know what to do next. Without a clear CTA, the user may not know the next steps to take to purchase a product or sign up for a newsletter and is likely to leave the site without accomplishing their task.

A call to action makes it clear to potential customers which action to take next and helps remove friction in moving the user down the sales funnel. There can also be multiple calls to action on a page if there are multiple desired actions for the user to take.

For example, if a reader lands on a blog article and there is no clear call to action at the bottom of the post, it is likely that the reader will leave the site without completing any other tasks. However, if there is a CTA at the bottom of the post asking them to read more articles or to sign-up for an e-mail newsletter, that can encourage them to continue interacting with the site.

Examples Of Calls To Action

A call to action can refer to any ask or request that you make of a user on the site, so a CTA can take many forms depending on the context. A call to action can be a closing statement in a blog post, a line in an email, or a CTA button on a website.

Here are some call to action examples you might typically see:

Read more articles, Sign-up for our newsletter, Support our sponsor, Share on social media, For a B2B company, call to action buttons could feature text such as:

Get started, Sign up, Free Trial, Contact Sales

An effective call to action clearly communicates what the user can expect when they click on a button or take the next action, which can improve click-through rate.

Whereas on an ecommerce site, the CTAs may be more commercially focused:

Add to cart, Checkout, Buy now, Add to wishlist

In each case, the CTAs on the page tell the user what action to take next to continue interacting with the site and moving further down the conversion funnel.