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A call to action (CTA) button is a prompt on a website that tells the user to take specific actions. A call to action is usually written as a command or action phrase, such as “Register Now,”, “Sign Up”, “Book Now,” or “Buy Now,” and usually takes to the form via hyperlink. In digital marketing, this can be in the form of text or a button (CTA button) or web links, and in email campaigns, CTA often represents links to a web page where the user can take additional actions.

Why is a Call to Action Important?

A call to action is a key element of a web page; it acts as a signpost to let the user know what to do next. Without a clear CTA, the user may not be aware of the next steps that must be taken to purchase the product, or subscribe to the newsletter, and most likely will leave the site without completing its task.

The call to action explains to potential customers what actions to take next, and helps to eliminate friction when the user moves down the sales funnel. There may also be several calls to action on the page if there are multiple desired actions for the user to take.

For example, if a reader publishes an article on a blog, and there is no clear call to action at the bottom of the message, the reader may leave the site without performing other tasks. However, if there is a CTA at the bottom of the post that asks them to read more articles or subscribe to the newsletter by email, this may encourage them to continue interacting with the site.

Many marketing materials, such as brochures, flyers, catalogs, e-mail newsletters, also use a call to action. Such instructions are intended to show users how to take the next step and create a sense of urgency.

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