Branding & Web Glossary

Understanding the Lingo

Synonyms: Call to Action, CTA

A call-to-action (often abbreviated to CTA) is a button, image, or set of words that encourage your visitors, leads, and customers to take some action on your site. Often that button, image, or set of words are linked to the next step or page you want them to visit. It is, as the name says, a “call” to take an “action.” The action you are encouraging your visitors to take could be anything such as attend a webinar, receive a coupon, download an ebook, join a mailing list, attend a workshop or event, purchase a product etc. It is important to have a clear overarching purpose or CTA for your website and a main CTA for each page. A CTA can be added anywhere in your online marketing such as on your web page, in a downloadable ebook, in a marketing email, or in a blog post, usually at the end.

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