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Call to action (CTA)

What is a call to action?

A call to action (CTA) is an instruction or command that encourages a person to take a specific, desired action. A CTA can be as simple as “Buy now!” or “Sign up today!” or it could be more complex and detailed, such as “Download our free guide to learn more about XYZ”  or “Get in touch with us for a demo.”

What are some types of Call-to-Action [Buttons]?

Call-to-action (CTAs) are found everywhere, from advertisements and websites to mobile games, social media posts, and videos. They come in various forms, including text, buttons, and images.

Typically, a CTA will appear as a button or link that can be clicked on, making it easy for your target audience to take a desired action. For example, a banner ad may include a CTA that says “click here” to redirect the user to the advertiser’s website. But CTAs can take a subtle form, such as asking viewers to like and share a video with friends. 

Whichever type and format you choose, ensure that your CTA is clear, concise, and relevant to your target audience to maximize your chances of converting them (i.e., perform the desired action). 

Why is a call to action important?

The goal of a CTA is to prompt your audience to take a specific action that will lead them closer to your ultimate goal, whether it’s making a purchase, signing up for a newsletter, or downloading your e-book.