What is CTA and how to create an Effective Call to Action?

An effective CTA (call to action) induces the Internet user to take a specific action online. An example can be the text “Contact us”, which makes the recipient click on it and send a message or display a phone number. Despite appearances, a simple call to action can effectively encourage the user to a specific behavior. CTA is applicable on large, medium, and small business websites. Maybe CTA is a good idea on your website too?

What does a CTA look like and where does it Appear?

The CTA button on a website appears in the form of command phrases. Its form changes slightly depending on the place where it appears. If used properly, it increases interest in products and services and boosts profits.

CTA in E-Commerce Industry

Very often these types of phrases are used in e-commerce industry. Phrases such as “Buy now”, “Subscribe to newsletter” or “Add to store” appear for example in online stores.

CTAs in the Meta Description

For example, the meta description that we can read in Google search results sometimes ends with a phrase like “Check out our offer!”. In this form CTA is a part of meta description and is not a link itself. Its purpose, however, is a call to action, which in this case is to get you to click the link above.

CTA’s on Service Provider Websites

A button of the type “Button Call” also often takes the form of a CTA. The purpose of such a CTA can be, for example, to make a voice call to a hotline operator. If you see a link like “Call us!” and click on it to go to the call, you are dealing with this type of CTA.

CTA in Forms

A call to action can also be a call to delete your data. If there is a “Delete data entered” button on the website when clicked, it will clear the completed forms, for example. This is just one of the many ways to use a call to action on pages. CTA button can also encourage the user to read an article, fill out a survey or read a description of rules on an internet forum.

Very often in the e-commerce industry call to action is a part of advertising creativity and tells the user to immediately take advantage of the offer. Such a phrase to the recipient can be really persuasive. If, in a state of excitement, an online store user reads the product description, after reading the call to “Buy now!” he very often makes a decision and finalizes the purchase. In online stores, an effective CTA also often appears as “Add to cart”.

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CTA’s in Pop-ups

A call to action is a very common element of pop-ups, which are pop-ups on various websites. The pop-up, in this case, may inform you that you need to process personal data and be in the middle of the screen.

When a CTA button that reads, for example, “Accept Terms and Conditions” is clearly visible, the user experience, or UX, will also be positively affected. After all, clarity and proper positioning of all elements on a website are really important.

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CTA’s on Graphics

Recipients of online ads may also come across the described challenge on graphics. For example, these could be calls to action such as “Check it out today!”, “Read the content of the correction!”, or “Remove restrictions”. These types of calls can be part of ad graphics in Google Ads, Facebook Ads, Newsletters, or push ads.

CTA in Mailing

CTA is also very often used in mailing. In this case it means that part of the text of the message is to encourage, for example, to take advantage of the offer. The call to action appearing at the end of the text of the message can, for example, take the form of “Take advantage of the opportunity!”, “Check out the offer!”, etc.

The places described above are only a small part of all places where calls to action can be used.

How to use CTA to Effectively Call the User to a Specific Action?

When creating a call to action on websites, it is obviously all about clicks. For this reason it is worth checking various options in order to choose the most clicked variant. A good source of inspiration can be for example thematically related articles. Call to action has some limitations, of course, as it has to be short and be a phrase directly to the recipient. However, in this simplicity also lies its effectiveness.

It is important to use the same form consistently when applying CTA phrases. CTAs used in very different forms on subpages of the same website will make the content look chaotic. Therefore, it will negatively affect the number of conversions as well as User Experience (UX).

Additionally, when creating a CTA, it is worth taking care of the aesthetic aspects, for example, its color scheme. Size and location are also important. The CTA button cannot be too big or too small in relation to the rest of the content on the page. The right color also translates into the number of products sold, messages sent, and calls made. Attention to detail, therefore, brings with it a lot of benefits.

It is impossible to determine which call to action is the best. Everything depends on the context in which the call appears. A user needs different incentives to accept data processing and different ones to want to buy a given product. On the basis of the conducted analysis it is worth to add an optimal call to action. You may also conduct tests and on their basis decide which variant is the most effective. The potential of websites should be used to the maximum.

What is the Optimal Form of a CTA?

Ideally, when the button described attracts attention on the website, and its color scheme stands out. This significantly affects the level of conversions. It is also important that the call to action is located in the ATF (Above The Fold) section, i.e. in the first view of the page. When an Internet user does not have to scroll the page to see the “Buy now!” sign, there is a greater chance that the sale will be made. Analytics gives really a lot of possibilities when it comes to making these calls effective. User behavior can be measured in a heat map, for example, using tools such as HotJar. The mentioned tool is described in the body of another post on this blog.

Call to Action should also be compatible with all media devices (for example, a personal computer, laptop or tablet). It must allow you to use it on different resolutions and web browsers.

What else can you do to create Effective CTA’s on your Website?

When creating a website, everyone wants it to have as many conversions as possible. The conversion rate determines how many Internet users decided to perform a desired action by visiting a website. This type of task is crucial on landing pages, for example. The more people decide to create an account, purchase a service or product, for example, the better. So check out what else you can do to create effective call to action.

Highlight the Benefits

Above the “Check More!” button that is part of your ad, for example, you might want to list the benefits of your product or specific service. This type of message can be really persuasive. Internet marketing often uses language that emphasizes what the customer receives after purchasing a product. This is often more effective than describing the specification itself, i.e. giving dry facts.

Be Specific

Clear and specific phrases like “Open a personal account” mean a lot and at the same time take up little space on the screen. As with verbal communication, the concrete message in a call to action has a powerful effect. Marketing specialists and people who manage human resources have known this for a long time.

Use Dynamic Verbs

Relying on action-oriented verbs is effective. This has been proven time and time again, and often this type of advice is found in the professional literature on internet marketing.

So encourage the viewer to buy your products and use a phrase such as “Buy now” or “Design today!” for example. Dynamic verbs are very impressive not only in online marketing but also in literature. Many publications on how to write point out the importance of just these types of verbs.

Use the Magic Words

Phrases such as “now,” “today,” “already,” and “free,” among others, certainly have a stimulating effect on CTAs. You can ensure that the content on your website is laid out in such a way that the magic words stand out.


Write down or remember the above tips, because every CTA click is worth its weight in gold, not just the e-commerce industry.

By way of correction, a call to action when other elements of a website or offer do not demand it will not guarantee success, but its skillful use is great for increasing effectiveness.

Phrases like “Save the message!” convince the recipient of the message to actually save it. If the attempt to persuade him to do so was extensive, its effectiveness would be reduced. A web surfer only gives their processing a go if the content on the site or app is able to convince them to do so.

A huge number of customers visit e-commerce websites, use premium apps, or opt-in for specific products and services. These individuals would not do so if it were not for the effective reinforcement of content with a call to action. Although the phrase described in this article is of great importance in online marketing it is still underestimated.

Most small business websites fail to take advantage of the potential offered by calls to action, and this is a big mistake. However, in order to achieve your business goals by using the described button, you need to follow the rules described above.