Call to action (CTA)

A CTA, or Call to Action, is a prompt or instruction that encourages a user to take a specific action on a website, in an email, or within other marketing materials.

CTAs are designed to guide users towards a desired outcome, such as signing up for a newsletter, purchasing a product, downloading a resource, or registering for an event.

CTAs usually take the form of buttons, links, or highlighted text, and they often use persuasive language to motivate users to take the desired action.

What are some examples of CTAs?

Common CTAs include phrases like include phrases like:

  • Buy Now
  • Subscribe
  • Learn More
  • Download
  • Get Started

A well-designed and strategically placed CTA can significantly improve conversion rates, increase user engagement, and drive desired outcomes for a business.

To create an effective CTA, it’s essential to use clear, compelling language, make the action easy to understand, and ensure that the CTA stands out visually from the surrounding content.

Also see:

Buyer journey

A buyer journey refers to the process that a potential customer goes through from becoming aware of a product or service to the final stage of making a purchase decision.

Buying group

A buying group refers to a collective of individuals or decision-makers within an organization who are responsible for making purchasing decisions.


A persona, in the context of marketing, is a fictional representation or profile of a company's ideal customer.

Pay per click (PPC) advertising

Pay Per Click (PPC) advertising is a digital marketing model in which advertisers pay a fee each time one of their ads is clicked by a user.

Marketing funnel

The marketing funnel is a visual representation of the customer journey, illustrating the stages a potential customer goes through.