Short definition

Call to action — a clearly worded invitation to take a concrete next step, such as getting in touch, viewing prices or requesting a quote.

Also known as: CTA.

A call to action, often abbreviated as CTA, tells visitors what they can do next. It can be a button, plain text link, phone number, or form.

How does a call to action work?

An effective CTA describes the action and, where possible, the outcome. “View the packages” is clearer than “Click here.” Place it where the visitor has enough context to decide. A secondary action can help people who are not ready to get in touch.

What does this mean for a small business?

For a small business, the step must be feasible and credible. “Schedule a consultation” requires more commitment than “View recent work.” Choose an action that fits the visitor’s stage and say what happens after the click. That reduces uncertainty and unqualified inquiries.

What makes an effective call to action?

  • combine a clear verb with a concrete goal, such as “View the packages”;
  • give the primary action more visual prominence than secondary actions;
  • only repeat the CTA after the visitor has received new information;
  • check that the destination does exactly what the CTA promises;

How it relates to other website choices

A CTA is one part of conversion and gets its context from good copywriting. On a landing page the main action should connect to one clear promise.