SEO glossary · C

Call to Action (CTA)

What is a Call to Action (CTA)? Definition and Meaning

A call to action (CTA) is a prompt that tells the reader what to do next, such as “Get a free quote”, “Book a demo” or “Add to cart”. It is usually a button or a link, but it can also be a line in an ad, an email or a video. Call to action definition: the instruction in marketing copy that tells the audience which step to take next. Its meaning is practical: it turns attention into an action such as a call, a click, a sign-up or a purchase. CTA is the usual abbreviation, and “call of action” is a common misspelling.

What makes a good CTA

  • Specific: “Get my free SEO audit” works better than “Submit” or “Click here”.
  • Focused on the benefit: say what the visitor gets, not just what they have to do.
  • Visible: it stands out through contrast and white space, and is easy to tap on a phone.
  • In the right place: near the top of the page, and again where the reader is ready to act.
  • Low risk: short notes like “No obligation” or “Takes 2 minutes” reduce hesitation.

One main CTA per page

Pages with many competing actions usually convert worse. Choose one main action and, if needed, one softer alternative, such as “See our prices”.

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