A call-to-action, or CTA, is a component in marketing materials, such as social media posts, blog posts, or whitepapers, that asks readers to take an action. Typical actions include signing up for consultations, subscribing to receive emails from a business, or filling out forms to receive sample products.
A CTA should be written in precise, direct language about the action the reader should take, as a subtle suggestion to act most likely won’t yield the result you want. When creating your marketing message, such as a marketing email, place your CTA prominently within the message. For example, you might make the CTA “Download Free Ebook Now” a bold color such as red or orange, and place it in the center of the message.