What Exactly IS A Call To Action?

The marketing world full of buzzwords and tech jargon, and Call To Action (CTA) is one of them. It means exactly what it says, it’s a request for your audience to take action. The words used are there to urge the reader to carry out an action, like “call now” or “sign up here”.

When using a CTA in a PPC ad (Pay-Per-Click) it should let your target audience know what you expect from them before they visit your website. This then dissuades the wrong audience from clicking on your ad and therefore saves you money.

A Call To Action can be in any of these forms:

1) A buy-it-now button

2) Downloading a piece of content

3) Signing up to a newsletter

4) Directing to another page

5) Filling out a form

For each of these you need to have an understanding of what your target audience responds well to. This could either be buttons with different colours or changing the wording slightly, and you should mimic what emotions the user should feel.


“But It Now and get 75% Off!” – This mimics excitement which is what your user should be feeling, who doesn’t  love a sale?

You could also add a bit of cheekiness to your CTA as often this will generate clicks, but avoid being harsh or using profanities. Using more negative wording can make someone feel self-conscious about a problem and will motivate them to take action, however this can be tough to pull off.


“Your kitchen’s a mess, let us fix it!”

But why should I use them?

As mentioned here, each website should have a purpose. Your audience needs clear directions to keep the journey flowing and to fulfil the goal of the website. By having clear Call To Actions, your bounce rate will be reduced and the time spent on your website will be longer.

Blogs should always have a call-to-action to sign up for updates. This keeps people updated with each blog you post and collects their details which are valuable for your email marketing purposes.

Landing pages are perfect examples of a Call To Action as they have one purpose, to get somebody to complete a goal. This can be signing up for a webinar or it could be to buy a product, the possibilities are endless.

If your website is an E-commerce site, then you want your audience to stay on the website and complete a purchase so having clear Call-To-Actions to buy it now or to save it for later is vital.

You must have Call-To-Action’s so your audience can follow the user journey and take action.