Call to Action (CTA)

What is a Call to Action?

A call to action (CTA) — a short phrase that guides visitors to take a desired action. While the body copy reflects your unique value proposition, your CTA is the site of conversion, with one focused, action-oriented button. Your call to action is an essential part of your landing page. You may express your value proposition well, but to convert your prospect, there needs to be an action for them to take. Whatever your conversion goal may be, the purpose of CTAs is to support the act of converting.

To write a strong call to action, the ask is pretty simple: write with intention. Many marketers overlook this task because it’s usually only a few words. A successful Call to Action must have two components: A verb or action word and an implied sense of urgency. For example, compare these CTAs – “Download Here” vs “Download Now” – the second conveys more immediacy whereas the first conveys a place to click. The latter will perform better than the first.

Place your Call to Action on a button with a color for the text that compliments the color on the button and is also easy to read. The effect of the button can drive the number of people taking action too.