SEO Glossary: Call to Action




In a nutshell: What is a Call To Action?

The aim is to use a call to action to prompt website visitors to take an action. For example, to subscribe to an e-mail newsletter. In ONLINE MARKETING it is impossible to imagine online marketing without this element.

What is a Call to Action?

With a Call To Action (CTA) is the possibility to ask the visitor directly to perform a certain 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 from an e-book
  • Subscribe to an e-mail newsletter
  • Webinar registration
  • Watching information videos and courses
  • Create a comment
  • Generate a coupon code
  • Buy a product
  • Book a service


Based on the above examples, it quickly becomes clear that the Call To Action can be used universally. Thus, it becomes a very useful element. By the way, the term CTA was already used before the Internet age. Thus, the marketing element was also used in direct mailings, such as advertising brochures.


A Call To Action can be structured as follows:


  • Normal, inviting link text (e.g. Buy now)
  • Alternatively also a prompting button with text (e.g. Register now)
  • Small box with headline, description text and a button
  • In addition, an input form can also be added in the box. Here, for example, the user enters his e-mail address or phone number.



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Why is a call-to-action so important?

A look at psychology confirms this: If you tell a person what to do, they will perform that action. So it is not enough to simply prepare an informative text. If webmasters want to offer him more information or perhaps even sell him a product, they have to offer it to him. 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. Here you should not waste time, but pick him up directly. Because the fact is: The easiest click for a visitor is the back button.


How to create a Call to Acton?


To create a Call To Action, there are some important points to consider. These include:


  • The Call To Action button or text should be as precise and simple as possible. For this reason, it should receive only one action.


  • It is also important to show the user exactly what should happen next. Should he enter his e-mail address in the form? Or should he leave his phone number? Exactly that must be made clear to him.


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



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

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Conclusion on the Call to Action

To pick up visitors and generate them into prospects or customers, Call To Actions are indispensable. They are an important element in marketing and are indispensable. CTAs should be short and precise. They should also explain to the user exactly what to do next.


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