A Call to Action (CTA) is a marketing term used to describe a prompt designed to encourage an immediate response or encourage an immediate sale. It most often takes the form of a clickable button or a hyperlinked text line on a website, email, or digital ad.
Examples of common CTAs include 'Buy Now', 'Subscribe Today', 'Get a Free Quote', or 'Start Your Free Trial'. A strong CTA uses action-oriented verbs, stands out visually from the rest of the page content, and clearly tells the user what they will get by clicking. The placement, color, and wording of your CTA dramatically impact your conversion rates.