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A call to action is part of a digital marketing strategy that encourages consumers to take a desired action on a website, such as making a purchase.



“Shop now!” “Join our mailing list!” If you go online, you’ve most likely clicked on a link that was encouraged by language like this. These are known as a “call to action”—a type of digital marketing strategy that companies use to turn web visitors into customers.

What Is a Call to Action?

A call to action, also referred to as a CTA, is a digital marketing strategy to get website visitors to take a desired action—like buying a product or subscribing to a newsletter. A CTA is a short piece of content that directs an online audience to click a link. When they do, they arrive at a landing page where they can learn more about the brand and make a purchase. CTAs often appear as a pop-up box, banner, or call-to-action button on a website.

4 Ways to Use a Call to Action

A call to action is a marketing tool that drives web traffic to a company’s site. A CTA is meant to:

  1. Build up a customer base: By directing people to their website, companies build brand awareness and get more people to learn about their company and products.
  2. Make a sale: A CTA is part of a sales funnel—a digital marketing strategy that begins with creating awareness and interest in a company and eventually leading to a sale. Effective CTAs have a high conversion rate—the number of unique visitors that do what a CTA asks.
  3. Generate leads: Companies use CTAs to identify their target audience and generate leads—people who have a general interest in what a company is offering and are likely to become future customers. A company will create an email list from this group to continue to market to them directly.
  4. Create a direct path to the product: A CTA makes it easy for someone to get to your website. With the click of a link, a customer can be at your virtual doorstep, where they can easily make a purchase.
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Where to Include a Call to Action

In your marketing campaigns, you can use CTAs across websites that your target audience visits. These can include:

  • Your website: When people visit your website, make sure there are CTAs in different sections like your homepage, giving people ample opportunity to click through and make a purchase. Include CTAs in blog posts that you write for your company. If you don’t have one, start blogging to drive more traffic to your site.
  • Email campaign: Using your email list, send out an email blast to your subscribers. Place CTAs in the body of the email.
  • Social media: Place sponsored ads on social media, like Facebook, which has a “Learn more” button for companies to include with their CTAs.
  • Google: Buy ads on Google that show up when people search for your type of product or service. Make sure to include your phone number. Google will have a click-to-call button on mobile advertisements so a customer can simply tap the link to call, making it easier for them to reach you.