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Posted On: 2nd December 2021

What is a CTA (Call To Action)?

You might not know it just yet, but you’re surrounded by CTAs on a daily basis. From roadside billboards to television commercials and websites, they are everywhere. So, what is a CTA exactly? The CTA (call to action) is an evergreen marketing technique which has been around for decades – and it remains a vitally important tool in any marketer’s arsenal.

The basics

A CTA is a piece of text whose role is to direct customers towards the ‘next step’ – whether that be reading more information about your product, purchasing something or subscribing to a newsletter.

In today’s online world, they are used to encourage and boost conversions. You can present customers with information on a product or service, but if there’s no clear CTA directing them towards the next step, you’re far less likely to win their custom.

CTAs come in many forms

What does a CTA look like? Whatever you want it to look like! The content and tone of a CTA will depend on whatever the next step is that you want your prospective customers to take.

Common examples of CTAs include:

  • Buy now
  • Contact us for more information
  • Read more
  • Call us today for a quote
  • Pick up the phone today and call
  • Subscribe to our newsletter to be the first to know
  • Shop online today
  • Register today
  • Start your free trial
  • Download now

Striking a balance

Writing CTAs isn’t always as straightforward as you might think. It’s important to not make them too pushy, as you may find that drives customers away instead of nudging them in the right direction.

As with any marketing content, a CTA should match your business’ tone of voice and marketing goals. It needs to be clear: your potential customers should have no doubt about the next steps when they’re browsing your website’s service pages or product listings. CTAs should typically have an internal link attached to them and stand out from all nearby text to maximise visibility.