What Makes a Great Call to Action

The call to action statement, also known as the CTA, is an instruction to a reader that incites a response. The sense of urgency in the CTA is what determines how quickly a reader response. That is why marketers typically use words that encourage action, such as “call now” or “visit today,” per Wikipedia.


Call to Action Definition

The call to action is about prompting. It inspires visitors, leads, and existing customers. Sometimes the action is as simple as having a lead sign up with their email address, call the store, or visit a physical location.


The call for action is used by marketers to gain new customers and can be placed on a blog post, social media update, or a web page.


Most websites will feature just one call to action, says Hubspot. However, some companies like to use multiple CTAs on their web pages to get the attention of a reader.


What is a Call to Action for Webpages?

A call to action on web pages is more than a “click here” button. Instead, there are critical elements that a web developer must implement to get more results from their CTA.


Some effective CTAs include:


  • Captivating Design: Someone must notice the CTA in order to click on that CTA. That means it must match with the branding, but contrast the website’s colors enough to stand out to the reader.
  • Something That Gives the Reader a Reason to Act: Readers will not act if they don’t have a reason to do so. Stating to “submit” or visit a web page is not enough. Instead, there must be an incentive.
  • Value Proposition: People must be aware of what will happen if they take action. Whether it is a download they will receive, a discount, or access to insider tips.


Call to Action Examples

A call-to-action statement must be effective, but finding out what a valid statement is takes research.


Some effective CTAs used in the past come from some of the biggest brands on the internet today.


Hubspot highlights how Evernote, an online cloud storage provider, used a call to action that spoke to the visitor’s need to remember stuff despite being busy.


They also highlighted Dropbox and how they highlighted the “Dropbox works the way you do,” on an otherwise blank website page.


Netflix also had an excellent call to action that was simple, concise, and told the reader what their reward was if they clicked through. It stated “See what’s next. Watch anywhere. Cancel anytime. Join Free for a Month.” This CTA told the reader exactly what they could sign up for, the benefits of doing so, and the fact that there was no commitment.

Call for action statements are more complicated on social media. When character counts limit companies, they have to relay their message, but also include an effective CTA.



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