Call-To-Action (CTA)

What is a Call-To-Action (CTA)?

A call-to-action, or CTA, is a marketing term referring to a piece of content, such as an image, a button or a line of text, intended to prompt users to perform a specific action. It typically takes the form of an instruction or directive using action verbs (“buy”, “sign up”, “register”, “follow”, etc.) and leading the consumer to the next step of a sales funnel or process.

Calls to action are most commonly used in sales and marketing to solicit the desired action from leads and customers. For example, a CTA can be used to grow your email list (“Sign up to our newsletter”), promote a special offer (“Claim your voucher code”) or a piece of content (“Download our new eBook”).   

Why is a CTA important?

Strategic calls-to-action (CTAs) can help you guide your visitors through the buying journey and directly impact your conversion rates. A really effective CTA will do wonders at drawing visitors’ attention, piquing their interest and eloquently guiding them through the signup process.

The human mind is so accustomed to how the online world works that they expect to see a call-to-action in a prominent position on your site or a landing page. That, however, doesn’t mean they’re prepared to follow your instruction and convert. Crafting effective CTAs is an art in itself, but can be mastered if you follow the proven techniques.

A Checklist to Creating an Effective Call-To-Action

A tantalizing CTA is a sum of various different elements. To get it right, you need to take a step-by-step approach and ensure each and every one of them is working as it should be.

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Justas Markus: CEO & Co-Founder of GetFound XL and a blogger at Entrepreneur.com, Observer.com, Influencive.com and others. Catch up with Justas on Twitter.