What is a Call to Action?

Ruben Buijs

Founder & Digital Consultant

Written on Jul 31, 2023

2 minutes

Lead generation

A Call to Action (CTA) is a marketing technique used to prompt or encourage a specific response from the target audience. It is a clear and concise instruction that guides the user towards taking a desired action, such as making a purchase, subscribing to a newsletter, filling out a form, or downloading an e-book.

Importance of Call to Action

An effective Call to Action is crucial in lead generation as it serves as the driving force behind converting potential customers into actual leads or sales. Without a strong CTA, visitors may leave a website without taking any action, resulting in missed opportunities. A well-crafted CTA can boost engagement, increase conversions, and ultimately contribute to the success of a marketing campaign.

How to Use Call to Action

  1. Placement: Position your Call to Action where it is easily noticeable and accessible. It should be strategically placed above the fold, ensuring that users do not have to scroll down to find it. Placing it near compelling content or after providing valuable information can greatly enhance its effectiveness.

  2. Design: Make your CTA visually appealing by using contrasting colors that grab attention. Use clear and legible fonts, and consider adding visual elements like arrows or buttons to make it stand out. The size of the CTA should be proportionate to the surrounding content, neither too small nor overwhelming.

  3. Language: Keep the language of your Call to Action simple, direct, and action-oriented. Use action verbs to clearly convey what you want the user to do, such as "Buy Now," "Sign Up," or "Download." Creating a sense of urgency, such as "Limited Time Offer," can also motivate users to take immediate action.

  4. Clarity: Avoid ambiguity or confusion by being specific about what the user will get or achieve by clicking the CTA. For example, instead of using a generic "Learn More" CTA, try "Learn More About Our Exclusive Discounts." Clearly communicating the value proposition can entice users to click and convert.

  5. Mobile Optimization: With the increasing use of smartphones, ensure that your Call to Action is mobile-friendly and easy to tap on smaller screens. Optimize its size, placement, and functionality to provide a seamless user experience across different devices.

Useful Tips for Call to Action

  • Test different variations of your Call to Action to determine which ones resonate best with your audience. A/B testing can help you identify the most effective wording, design, and placement.

  • Create a sense of urgency or scarcity by using phrases like "Limited Time Offer," "Only 3 spots left," or "Offer ends soon." This can motivate users to take immediate action instead of procrastinating.

  • Make your Call to Action visually distinct by using contrasting colors, eye-catching buttons, or animated elements. This helps it stand out from the rest of the content and captures the user's attention.

  • Use persuasive language that appeals to the emotions and desires of your target audience. Focus on the benefits they will receive or the problems they can solve by taking the desired action.

  • Incorporate social proof or testimonials near your Call to Action to build trust and credibility. Positive reviews or endorsements from satisfied customers can encourage hesitant users to take the next step.


A call to action (CTA) is a phrase, button, or link that prompts website visitors to take a specific action, such as making a purchase, subscribing to a newsletter, or filling out a form.
A call to action is important because it guides visitors towards the desired action, increasing conversion rates and driving desired outcomes for businesses.
A good call to action is clear, concise, and compelling. It should use action-oriented language, create a sense of urgency, and clearly communicate the benefit or value of taking the action.
A call to action should be strategically placed on your website where it is easily visible and relevant to the content. Common locations include the top of the page, within blog posts, and at the end of product descriptions.
To optimize your call to action, you can experiment with different colors, sizes, wording, and placement. A/B testing can help determine which variations perform best and drive higher conversion rates.
Using multiple calls to action on a single page can be effective, especially if they serve different purposes or target different segments of your audience. However, it's important to avoid overwhelming visitors and ensure clarity in each call to action.
A primary call to action is the main action you want visitors to take on a page, such as making a purchase or signing up for a service. It should be given prominence and stand out from other secondary calls to action.
Yes, a call to action can be in the form of a text link. However, it's generally recommended to use visually prominent buttons or clickable elements to make the call to action more noticeable and clickable.
Including a call to action in every marketing message is highly recommended as it helps guide recipients towards the desired action. However, the type and placement of the call to action may vary depending on the context and goals of the message.
You can track the effectiveness of your call to action by using analytics tools that measure click-through rates, conversion rates, and other relevant metrics. This data can help you identify areas for improvement and optimize your call to action strategy.

Article by

Ruben Buijs

Ruben, the founder of Boei, leverages over a decade of consultancy experience at Ernst & Young to optimize lead generation. Boei specializes in converting website visitors into qualified leads. Outside of work, Ruben is passionate about crossfit and enjoys gaming occasionally.

Table of contents

  1. Importance of Call to Action
  2. How to Use Call to Action
  3. Useful Tips for Call to Action
  4. Related Terms

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