Call to action (CTA)

A call to action or “CTA” is a prompt on your website that asks users to take a specific action. Most call to action copy is written as an imperative, or request, like “Sign Up Today” or “Buy Now.” CTAs come in the form of buttons and hyperlinks.

Practically every digital marketer and business owner want their customer to take specific, measurable actions when they arrive on their website. Clear call to action content drives the correct activity from your audience.

Call to action benefits

A call to action is an important aspect on any webpage. Call to action links and buttons act as signposts telling users what they need to do next. Without clear CTAs, users may struggle to see the route to buying a product or signing up for a service.

Compelling call to action content: 

Something as simple as a button saying “Download Report” is enough to move a customer to the next stage in their buying journey.

What does call to action content look like?

A call to action is any button or hyperlink that indicates the next step your audience needs to take in your sales funnel. Some companies include multiple calls to action on a single page. Examples of a call to action include: 

CTAs appear in various places on a website. For instance, you could have a CTA in: 

Components of a compelling call to action

There are countless tips available for creating effective CTAs. The best call to action content often comes from A/B testing various designs and words. However, a few best practices to follow with your CTAs may include: 

Many businesses also track the results of their CTA content and buttons carefully. By measuring the results of each design, brands determine which words and phrases have the best impact on conversions.