Call to Action (CTA)
A call to action, or CTA, encourages users to take a desired action. It can be a button, a link, or a phrase such as “Submit a request”, “Get a demo”, or “Register for a webinar”.
A CTA can lead directly to the desired action (“Place an order”, “Submit a request”) or offer a first step in a marketing funnel (“Download a guide”, “View a case study”). CTAs can appear on landing pages, in interfaces, emails, advertisements, and chatbots.
How to Write a Call to Action
Start with a verb, such as “Get a quote” or “Book a demo”. Promise a result rather than describing a process. “Get an implementation plan” works better than “Submit a form”. It is best to have one primary CTA on the screen; otherwise, users choose between buttons instead of clicking one. It is helpful to explain what happens next, for example, “We’ll walk you through the interface and answer your questions in 30 minutes”.
Examples include an email with a “View a CRM implementation case study in 5 minutes” button; a landing page section with a “Get a demo” button repeated after customer reviews; and a chatbot with a “Book a consultation” button and a time selection option.