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Calls-to-Action
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Contents.
03 What Is a Call-to-Action (CTA) and
Why Is It Important?

05 Components of a Call-to-Action
09 Crafting Actionable Copy
17 Designing For Higher Conversions
28 How to Measure Your Calls-to-Action
32 Checklist & Additional Resources

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A

call-to-action (usually abbreviated as CTA) is an image or line of

text that prompts your visitors, leads, and customers to take action. It is, quite literally, a “call” to take an “action.”

A call-to-action (CTA) is a
“call” to take an “action.”
Click to Tweet
The action you want people to take could be anything: download an ebook, sign up for a webinar, get a coupon, attend an event, etc. A CTA can be placed anywhere in your marketing — on your website, in an ebook, in an email, or even at the end of a blog post.
But here’s the catch with getting started with CTAs: you can’t just slap
“Click Here!” on a neon button, insert it on your website, and start raking in the clicks and leads. There are several crucial elements you need to include in a CTA if you want to entice people to actually take an action from your content.
In this guide, we’ll look at the components of a call-to-action, various copy options, effective design, and tips on how to measure and test your CTAs. After going through each of these sections, you’ll be in good shape to increase call-to-action clickthrough rates and visitor-to-lead conversions. 44

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C

TAs are one of the key elements of lead generation, and they

should be used in each and every one of your marketing tactics: emails, social media updates, press releases, trade shows ... the list goes on.
In fact, whenever you want to ensure your team is moving in the right direction, pose the following question:

what’s the call-toaction You’re using to drive people’s behavior?
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This question will guide you in thinking through each of the steps in the sales cycle, from brand awareness to purchase decision. Before you produce a marketing video, for example, ask yourself what you want viewers to do after watching it. Before you post an update to Facebook or Twitter, consider what options for engagement you are giving to your fans and followers.

66

A call-to-action won’t always be to purchase your product or service.
It can certainly lead people in that direction, but it will rarely follow as a direct result of an isolated marketing tactic. For example, you might see a tweet with actionable copy leading you to a blog post. Then, a
CTA on that blog post might lead you to download an ebook. Finally, a
CTA within that ebook