What Is a Call to Action (CTA)?

In marketing terms, a call to action (CTA) is what we call any kind of invitation for your visitor to take the next step. You might say it out loud in a video or write it into your content—if it asks your reader, viewer, or visitor to do something, then it’s a call to action.

The whole idea of the CTA is to encourage visitors, readers, or viewers to make a move toward building a relationship with your business. That can be as simple as “click here,” “let us hear from you,” or posting your office phone number. It can also be as direct as “schedule an appointment” or “fill out our contact form.”

"Hard or soft, there are all kinds of CTAs out there. But, if you really want to push that conversion power, you’ll find that how you choose and handle your CTAs is a big part of it."

What Does an Effective CTA Look Like?

The best calls to action are tailored to the goal you want to accomplish and what will be most relevant to readers or viewers. For example, depending on your goals, an effective CTA might ask people to:

  • Call your office

  • Schedule a consultation

  • Fill out a contact form on your website

  • Subscribe to your newsletter

  • Share a story or leave a comment

  • Download your free book

  • Follow you on social media

  • Chat with an online representative

  • Click through to a relevant landing page on your website

  • Sign up for an event

  • Take a quiz

  • Enter a contest

  • Rate or review your business