Call to action
Also known as: cta
A call to action is an invitation to a website visitor or reader of a commercial message to take action —for example, to purchase a product, request a brochure, or schedule a no-obligation appointment. A good call to action is crucial to the success of a website or advertisement.
We can’t assume that potential customers will come up with the idea to take action on their own, though of course you shouldn’t overdo your call to action either. A well-structured approach, such as one based on the AIDA model, is recommended.
In what forms does a call to action appear?
A call to action can appear in various forms on the website. CTAs we see a lot on Web sites are:
1. Activating text with underlying link
Perhaps the easiest way is a piece of text with a link underneath. Like:
Want to take your online marketing to the next level? Get in touch with us!
2. Buttons
Another common CTA that often stands out more than a text link is the button. By placing a button in an eye-catching color, you ensure that the visitor's attention is drawn to the CTA button.
3. Pop-ups/banners
Another way to prompt people to perform an action is by displaying a pop-up or a banner. These options are often very eye-catching and persuasive, but if they are too emphatic and frequent can also be considered irritating.
Examples of commonly used Call to actions:
- Request a quote
- Make an appointment
- Please contact us
- Schedule an introductory meeting
- Download the brochure
- Register for our webinar
- Sign up for our newsletter
- Start your free trial
