Call To Action (CTA)

Call to Action is a marketing term for any device designed to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages, or webpages that encourage consumers to take prompt action.

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Call to Action is a marketing term for any device designed to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages, or webpages that encourage consumers to take prompt action.

In short, CTAs change visitors into customers. Examples include buttons that say something like, “Sign up,” “Join Free for a Month,” “Learn More,” or any number of things to get visitors interested in a company’s services. A CTA can even be catchy – as opposed to generic – such as this one from Grey Goose: “Let’s Celebrate.”

Without a CTA, a user may get lost on a website and not know what steps to take to become a consumer.

Here are some best practices for calls to action:

  1. Only use one. Some marketers use multiple but doing so can confuse customers.
  2. Make your CTA stand out. Try to make the colors contrast with the rest of the content and make them large enough to be noticed.
  3. Use personalized, actionable words. Instead of “Download,” try “Get your free eBook.” Instead of “Add to Cart,” make it “Buy now and save.”
  4. Make sure your audience knows what it is getting when the CTA is clicked.

Last updated: 2021/08/04