SEO Glossary: Call to Action

 

What is a call to action?

With a Call To Action (CTA) allows you to directly ask the visitor to perform a specific action. In online marketing, the action can take place in a wide variety of areas. It does not even have to be content-related.

 

Some examples of what can be achieved with a call to action:

 

• Download an e-book
• Subscribe to an e-mail newsletter
• Registration for a webinar
• Watch information videos and courses
• Create a comment
• Generate a voucher code
• Buy a product
• Book a service

 

Based on the examples above, it quickly becomes clear that the Call To Action can be used universally. This makes it a very useful element. Incidentally, the term CTA was already in use before the Internet age. The marketing element was also used in direct mail, such as advertising brochures.

 

A call to action can be structured as follows:

 

• Normal, inviting link text (e.g. buy now)
• Alternatively, an inviting button with text (e.g. Register now)
• Small box with headline, description text and a button
• An input form can also be added to the box. Here the user can enter their e-mail address or telephone number, for example.

 

 

 

 

Why is a call to action so important?

A look at psychology confirms this: If you tell a person what to do, they will carry out this action. It is therefore not enough to simply produce an informative text. If webmasters want to offer them more information or perhaps even sell them a product, they have to offer it to them. The best way to do this is with a call to action.

 

In addition, the Call To Action button serves as an important cornerstone to show a user where to go next. You shouldn't waste any time here, but pick them up directly. Because the fact is: the easiest click for a visitor is the back button.

 

How do you create a Call to Acton?

 

To create a call to action, there are a few important points to consider. These include

 

• The Call To Action button or text should be kept as precise and simple as possible. For this reason, it should only have a single action.

 

• It is also important to show the user exactly what should happen next. Should they enter their e-mail address in the form? Or should they leave their telephone number? This is exactly what needs to be made clear to them.

 

• Less is more. That's why it's important to keep CTAs simple. Complicated or long formulations are out of place here.

 

 

Incidentally, a CTA can be placed anywhere. For example, before, in and after a blog post. Or directly in an email or its signature. CTAs are also possible in videos, podcasts and e-books.