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Marketing Terms Explained: What is a Call-to-Action (CTA)?

Written by:
February 21, 2020

In the digital marketing world, a call to action, or CTA,  is a message that accompanies digital content that instructs an audience to make an immediate response. As an internet user, you’ve surely seen these before. When you own a business and you’re offering a product or service to the public, a call-to-action is essential to use on your website and in your additional internet marketing efforts. Some common CTAs include “Call today!”, “Download now!”, and “Learn more!”. Sound familiar?


As the name implies, a call-to-action is a marketing tool that is meant to call your audience to a specific action. It usually includes verbs that encourage viewers to urgently take action after reading or viewing your content.

Why CTAs are Important

A CTA is an efficient way of connecting marketing to sales. It’s crucial to include calls-to-action throughout your website and social media accounts to encourage lead conversions and drive sales. It is said that 90 percent of people who visit your website will interact with your call-to-action as long as they’re worded correctly and positioned appropriately throughout your website. In addition to that, if you embed your CTA, conversion rates can increase by over 120 percent. A well-developed and carefully thought out call-to-action will benefit your business in more ways than one.

How to Craft an Effective Call-to-Action

At a minimum, an effective CTA should:

  • Be a short, clear message or phrase.
  • Use urgent language like ‘now’ or ‘today’.
  • Stand out among the other text and media on your website.

Your call-to-action should include words that provoke emotion. It should compel your customers to perform an action urgently by creating a sense of FOMO, or fear of missing out. This can be accomplished in your CTA by offering incentives or including images that provoke the desired response. After all, a picture is worth 1,000 words! And it’s not just about what you say, either. It’s also about how you say it. Your CTA should be strategically placed and carefully designed for optimal engagement.

Choosing an Action Word or Phrase

Creating the right call to action is all about what you want your audience to do. It’s up to you and your business, as well as your internet marketing specialist, to determine incentives to give your potential and existing customers. There are plenty of examples of successful call-to-actions, but successful CTAs often contain words and phrases along the lines of:

  • Sign up
  • Subscribe
  • Try for free
  • Get started
  • Learn more

Is Your Website Missing Essential CTAs?

Advantage Internet Marketing can help your business create a call-to-action that is irresistible for readers to engage with. We know how to capture an audiences’ attention through word choice, design, and placement; so you can be sure that you’ll end up with a CTA that leads to higher conversions. Call or contact us today to get started.

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