What is a call-to-action?

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Call-to-action (CTA)

A call-to-action, or CTA, is a prompt that tells someone what to do next. In marketing, it’s usually a short phrase like “Download the guide”, “Book a demo”, or “Sign up now”. You’ll spot CTAs everywhere: on websites, in emails, across ads, and inside apps. They guide your audience to the next step, nudging them from curious reader to active participant.

At its core, a CTA bridges content and conversion. You’ve caught someone’s attention, now what? A strong CTA keeps that momentum going by making the next move clear and appealing. Without one, even the best content can leave people hanging.

Good call-to-actions are usually:

Clear: The action is obvious
Action-oriented: They use verbs like “get”, “try”, “start”, “learn”
Relevant: They match the content and audience intent
Brief: Just a few words, not a paragraph

There’s also a lot of variation depending on the audience and channel. What works in a B2B sales email (“Book your discovery call“) won’t necessarily suit a social media post. That’s why marketers often test different CTAs to see what resonates best.

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