What Is a Call-to-Action?

A call-to-action (usually abbreviated as CTA) is an image or line of text that prompts your visitors, leads, and customers to take action. It is, quite literally, a “call” to take an “action.”

The action you want people to take could be anything: download an ebook, sign up for a webinar, get a coupon, attend an event, etc. A CTA can be placed anywhere in your marketing — on your website, in an ebook, in an email, or even at the end of a blog post.

A Checklist for an Effective CTA

When you’re creating your first call-to-action, it’s easy to get all turned around and end up making something that people won’t click on. To save you time and effort, here’s a quick checklist for the essential elements of a quality CTA.

• Eye-Catching Design
• Copy That Makes People Want to Act
• A Clear Value Proposition
• A Specific Page (Ideally a Landing Page) Aligned With One Stage in the Sales Cycle