What does CTA mean in marketing terminology?


Call to Action (CTA) is an imperative phrase used in digital marketing to prompt the viewer to take an action towards a desired outcome. This phrase is typically placed near the end of a marketing message to ensure that viewers are informed of the opportunities they have to move forward and answer the call.

A Call to Action, or CTA, is an imperative statement that seeks to prompt an immediate response. It is used in digital marketing to guide prospects to a desired action. A call to action can be anything from a simple button at the end of an article asking for a reader to take a survey, to a more in-depth message encouraging people to purchase a product or visit a website.

CTAs are often associated with persuasive messages but can be used in any marketing material. In emails, for example, an effective CTA can help boost conversions by encouraging the reader to click through to a landing page or sign up for a special offer. By providing the customer with a direct and actionable message, marketers can improve engagement, drive conversions, and increase website traffic.

When choosing your CTA, you should ensure that the language you use is concise, clear and direct. A confusing or fuzzy call to action will be ignored and often counter-productive. The CTA should also be linked to your end goal, ensuring that individuals are being driven to perform the desired action.

The placement of your CTA is important too, as this will be the part of your message that sticks in the mind of potential customers. CTA’s are often placed towards the end of a message, as this will more likely be the part that the reader remembers. If the CTA is placed too early, the customer may not have had the chance to be fully informed about the opportunities available to them.

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In terms of design, you should ensure that the CTA button is clickable and placed in a prominent location. Ideally, the CTA should stand out from the rest of the design, as this will make sure that customers don’t miss out on the opportunity to take action. The use of colours, images and captivating headlines can all help to grab the customer’s attention, prompting them to take action.

The effectiveness of your CTA will depend on the nature of your marketing material. For example, if the content is dense or complex, the customer may need more direction than a simple CTA. In these cases, you could consider breaking up your message into smaller chunks and highlighting each point with a simple call to action.

When crafting your CTA, it is important to remember that it should motivate the reader to take action. Therefore, the wording should be direct and compelling. Depending on the nature of your message, you could greet the reader, explain a benefit, or acknowledge the customer; anything that will encourage positive engagement from your customer.

Researching how competitors use their CTAs can help you to understand best practices, but ultimately the wording should be unique to your product or service. The more creative, personal and creative you can be, the more likely you are to make an impact.

Finally, remember to track and measure the success of your CTA. This can help you identify how effective the call to action has been and allow you to tweak the message to make it even more successful the next time around.


Dee Blick, Best Selling Author

"Do not assume they will pick up the phone; send an email or sign up for your newsletter if you have not asked them to do so. Spell it out and, when possible, combine your call to action with the benefits they will enjoy by heeding it."

Best Selling Author