A call-to-action (CTA) is a prompt phrase that tells people to take specific actions when reading a piece of content. It describes precisely what the person will encounter upon clicking on it.

A CTA takes the form of a button or hyperlink and it usually includes commands like ‘Log In,’ ‘Free Trial,’ or ‘Sign up,’ among others. They compel your visitors to dig deeper into your site. They can also be used to link other pages within your website. It’s extremely specific, clear, and it should not try to be clever.

Why is it important?

Having clear and multiple calls-to-action will help you increase your site’s conversion rate. They are a way to send a strong message, and it tells your readers that you know what you’re doing.

Without a clear CTA on your site, users could get confused as to what steps they need to take once they enter. If you’re selling a product and don’t have a CTA, readers might just leave the site since nothing is prompting them (or allowing them) to buy what you are offering.

Digital marketers often recommend having 2 to 3 CTAs spread throughout your homepage.

If you want people to subscribe to your newsletter, a compelling CTA is essential. Readers need to know that the option is available and that by clicking ‘Subscribe’ or “Sign up,” they will be able to receive more information about your products or services, or even a gift for signing up.

CTAs improve the success of your digital advertising campaign. Imagine publishing a PPC ad with all the relevant information about your product or service. They click on it, but you forgot to tell your potential customers what to do next, leaving them in a dead-end situation. What do you think will happen?

Chances are they’ll move to the next provider. One that clearly leads them through the process of making a purchase. The calls-to-action are what seal the deal in many PPC campaigns.

Creating a convincing CTA is simple. There are a few strategies you can use to maximize its effectiveness:

  –  It must have a good design. Make the colors of the button contrast with your theme for it to stand out.

  –  Make it reasonably big. The font size must be legible and large enough for readers to see.

  –  Don’t make the message too long. Short phrases work best.

  –  Its intent must be clear. Clear calls-to-action will let the user know what they are getting when they click on the prompt.