At Pod Digital, we work on calls to action (CTAs) every day. However, let’s be honest, does everyone actually know what they are or how important they can be?
If you stopped the average person on the street and asked, “What is a call to action?”, they might think it’s something dramatic: a rallying cry like:
“We shall fight them on the beaches!” Winston Churchill
Or maybe:
“The only thing we have to fear is fear itself.” Franklin D. Roosevelt
And in a way, they’re not wrong. A call to action is a rallying cry, just a digital one. It’s what we use to get people to act.
What is a Call to Action?
In simple terms, a call to action (CTA) is a prompt that tells someone what to do next. It could be a button, a link, a sentence or even a well-placed nudge like:
- “Buy now”
- “Book your consultation”
- “Download our guide”
- “Get in touch”
A CTA connects your content to your goal. Without it, visitors might love your website… but then do nothing.
What is a Call to Action in Marketing?
In marketing, a CTA is how you guide your audience towards taking meaningful steps, whether that’s buying a product, signing up for a newsletter, or filling in a form. It’s the glue between attention and action.
Without CTAs, your beautifully crafted campaigns and compelling content can fall flat. Think of them as the final push: “You’ve seen what we can do – now take the next step.”
What is a Call to Action on a Website?
On a website, CTAs help users navigate, interact and convert. Whether it’s the homepage, a product page or a blog post, there should always be a clear next step.
A website without CTAs is like a shop with no tills or staff. People might walk around and admire the place, but they’ll leave empty-handed because they didn’t know how to buy anything.
Why Are CTAs So Important?
Even with amazing content and slick design, most users won’t act unless you tell them what to do. Without strong CTAs:
- Visitors might leave without taking action.
- They could miss key steps like signing up or booking.
- They might feel confused or unsure about what to do next.
No CTA? That’s like baking a cake and forgetting to serve it.
Call to Action Examples
Here are some common (and effective) CTA examples:
- “Shop the collection”
- “Subscribe for updates”
- “Book your free consultation”
- “Claim your discount”
- “Get started”
- “Download now”
- “Talk to an expert”
These CTAs work because they’re clear, direct and action-focused. They guide users toward a specific outcome without overcomplicating the message. Think of them as the final spark at the end of your message. They are the ‘mic drop’ moment that gives your content purpose. You’ve grabbed their attention, delivered value, now tell them what to do next.
Where Do You Put a CTA?
Anywhere someone might be ready to act is where your CTA belongs. Strategic placement can make a huge difference in whether a user takes action or simply scrolls on. Here are some key spots and why they work:
- Top of the page – Great for users who already know what they want. A prominent CTA here gives them an instant way to act without having to scroll.
- Midway through long-form content – For users who are engaged but not yet ready to commit, a mid-page CTA can catch them when interest peaks.
- End of a blog post or case study – After providing value or telling a compelling story, a CTA here feels natural and timely. They’ve read your content, now give them the next step.
- Pop-ups and banners – These are useful for highlighting time-sensitive offers or newsletter sign-ups without disrupting the user’s experience too much (when done well).
- Checkout pages and contact forms – These are your conversion hotspots. Clear, compelling CTAs here remove friction and keep users moving toward completion.
Placing CTAs thoughtfully ensures you’re not just hoping visitors take action. You’re actively guiding them to it. They turn ‘just browsing’ into ‘just bought it!’.
How to Make a Call to Action Effective
- Keep it clear – Avoid vague instructions like “Click here.”
- Make it visible – Buttons should stand out and not be buried in the design.
- Create urgency – Use phrases like “Limited time” or “Today only.”
- Match the intent – A blog reader might want to “Learn more”, while a product page visitor might be ready to “Buy now.”
- Be honest – Don’t overpromise. Set the right expectations.
However, you don’t need to stick to these examples. Personalised CTAs convert 202% better than default ones. Get creative and make your own. Depending on your industry, verbalise what your company does:
- “Speak to a specialist employment solicitor now”
- “Find your perfect treatment plan”
- “Book an appointment with our dedicated designer today”
What Kinds of CTA are there?
There are lots of ways to prompt action. Here are a few:
- Lead generation CTAs – e.g. “Download your free guide”
- Sales CTAs – e.g. “Shop now” or “Add to cart”
- Form submission CTAs – e.g. “Get in touch”
- Social CTAs – e.g. “Follow us” or “Share this”
- Event CTAs – e.g. “Register now”
Key Takeaways
- A call to action (CTA) tells people what to do next. Simple as that.
- Whether you’re selling, informing or inspiring, a CTA turns interest into action.
- Without CTAs, your website and marketing efforts could miss the mark.
- The best CTAs are clear, intentional and tailored to the audience.
Get in Touch for CTAs that work (p.s. – this is our ‘mic drop moment’!)
Want help creating content and CTAs that actually convert? At Pod Digital, we build marketing strategies that don’t just attract attention. They guide your audience in the right direction: the digital nudges, which are a polite ‘psst, this way!’ for your visitors.
If your content’s already doing the hard work, we’ll help make sure it leads somewhere meaningful. Let us create your ’mic drop moment’ and turn clicks into customers.
