A call to action (CTA) is the offer made via a button, image, or phrase that lets the reader take that critical next step with you – whatever that step may be.
The CTA’s purpose often is to offer something of value (e.g., a white paper, video, survey, webinar, etc.) in trade for the reader providing their contact information.
That makes CTAs a critical component of lead generation and list-building. You can use CTAs in email, social media, ads, and on your website. In order to create the perfect call to action, you need to know exactly what you want your audience to do.
It doesn’t have to be a hard sell like “buy now,” but it does have to clearly state exactly what your audience should do next. CTAs most often take the form of buttons, banners, images, and text.
Test various placements and colors; testing is the only way to know for sure what your audience will respond to.
Use just one focused CTA per page. You can put it in different forms (text, buttons, images, etc.) and in different locations (top of page, bottom of page), but make sure they are consistent with each other and make the same offer.