What is a call to action?

Call to action

A call to action (CTA) is a prompt that tells your audience exactly what to do next. It's the button that says "Buy Now," the link that reads "Download Your Free Guide," or the text that urges "Start Your Free Trial Today."

CTAs appear everywhere in marketing: emails, landing pages, social media ads, blog posts, and website banners. Without them, even the most compelling content leaves readers wondering what step to take next. A strong CTA removes that uncertainty and guides people toward a specific action that benefits both them and your business.

Why calls to action matter

Every piece of marketing content has a purpose. Maybe you want someone to make a purchase, sign up for a newsletter, or schedule a demo. A CTA bridges the gap between interest and action.

When someone finishes reading your email or lands on your website, they need direction. Without a clear CTA, they might appreciate your content and then simply move on. With one, you channel that interest into something measurable: a click, a signup, a sale.

CTAs also help you track what's working. When you know which prompts drive the most conversions, you can refine your messaging and improve results over time.

Types of calls to action

CTAs take different forms depending on where they appear and what you want people to do.

Buttons stand out visually and work well on landing pages, emails, and ads. Their design draws the eye, making them hard to miss. "Shop Now," "Get Started," and "Claim Your Discount" are common button CTAs.

Text links blend into your content and feel less aggressive. They work well in blog posts, emails, and educational content where you want to guide readers without interrupting the flow. For example, linking to a resource on drip campaigns within a paragraph feels natural.

Image CTAs combine visuals with action prompts. Banner ads and social media posts often use this format to grab attention quickly.

Form submissions ask visitors to provide information in exchange for something valuable, like a free ebook or webinar registration. The CTA button at the end of the form, whether "Download Now" or "Reserve My Spot," seals the deal.

How to write a compelling CTA

The best CTAs share a few characteristics: they're clear, specific, and focused on what the reader gains.

Start with a strong action verb. Words like "get," "start," "discover," "join," and "claim" create momentum. Compare "Submit" to "Get My Free Guide," and the difference is clear. The second version tells people exactly what they'll receive.

Keep it short. Two to five words usually work best for buttons. Longer CTAs can work in text form, but brevity wins when you need someone to act quickly.

Create urgency when appropriate. Phrases like "today only," "limited spots," or "before it's gone" encourage immediate action. Just make sure the urgency is genuine, since false scarcity erodes trust.

Focus on value, not just action. "Sign Up" tells people what to do, while "Sign Up and Save 20%" tells them why they should care. The difference matters.

Match your CTA to the reader's stage. Someone just learning about your product might respond better to "Learn More" than "Buy Now." Save the direct sales pitch for people who are ready.

CTA placement best practices

Where you put your CTA affects whether people see it and act on it.

1. Place at least one CTA above the fold so visitors don't have to scroll to find it
2. Repeat your CTA at natural stopping points in longer content
3. Use contrasting colors for buttons so they stand out from surrounding elements
4. Leave white space around your CTA to draw attention to it
5. Position CTAs near relevant content that builds desire for the action

In emails, your primary CTA should appear early. Many readers skim, so don't bury your most important prompt at the bottom. You can include a secondary CTA later for those who read the full message.

On landing pages, test different placements. Some audiences respond better to CTAs at the top, while others need more information before they're ready to click.

Common CTA mistakes to avoid

Vague language weakens your CTA. "Click Here" tells people nothing about what happens next, while "Download the Marketing Calendar Template" sets clear expectations.

Too many CTAs create confusion. When everything competes for attention, nothing stands out. Focus each page or email on one primary action, and make sure secondary CTAs support rather than distract from your main goal.

Mismatched expectations frustrate visitors. If your CTA says "Get Your Free Trial" but the next page asks for a credit card, people feel misled. Make sure what follows the click matches what you promised.

Generic design makes CTAs invisible. A button that blends into your page won't get clicked. Use color, size, and placement to make your CTA the most obvious element on the screen.

Measuring CTA performance

Track click-through rates to see how many people click your CTA compared to how many see it. Low rates suggest your CTA isn't compelling enough or isn't visible.

Monitor conversion rates to understand what happens after the click. High clicks but low conversions might mean your landing page isn't delivering on the CTA's promise.

A/B test different versions by changing one element at a time: the wording, the color, the placement, or the surrounding copy. Small tweaks can produce significant improvements.

FAQs

How many CTAs should I include in an email?
One primary CTA works best for most emails. You can add a secondary CTA if it supports the same goal, but avoid competing messages that split attention.

What's the ideal length for a CTA?
Button CTAs typically work best at two to five words. Text CTAs can run longer if they remain clear and action-oriented.

Should my CTA button be a specific color?
The color matters less than the contrast. Your CTA should stand out from the rest of the page. Test different options to see what performs best with your audience.

Can I use the same CTA everywhere?
You can, but you'll likely see better results by tailoring CTAs to context. A blog reader exploring a topic needs different prompting than a returning customer ready to buy.

Ready to put these principles into practice? Start your free ActiveCampaign trial and see how targeted CTAs can transform your marketing results.