What is a call to action (CTA)?

A call to action (CTA) is a method of getting visitors on your Web site to take a desired action. This desired action is generally a step toward a conversion.

When you translate the term literally, you actually almost have the answer already. You use a 'call to action' to literally call a visitor to action. Through a call to action you promote one of your products or a white paper, for example. When setting up a conversion path, you use a call to action to send your visitors to the desired landing page where the conversion takes place.

Call to action examples

There are several types of call to actions. Here are a few examples.

Call to action text link

The simplest form of a call to action is a text link. Although a text link is the least noticeable, it is still a good idea to include this form of a CTA on your website. This is because these call to actions come across most naturally and can be used anywhere in your texts.

In email marketing it is also smart to add a CTA in the form of a text link in addition to a button. Chances are that your button is an image and many companies block images for security reasons (virus risk).

Example of a CTA text link:

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Call to action button

The button is probably the most common call to action. They come in various sizes and shapes and get you noticed.

Example of a CTA button:

Call to action banner

In addition to buttons, many companies also choose a call to action that stands out more, that is, with larger dimensions. In this case, you quickly end up with a CTA banner.

Example of a CTA banner:

(Note: the CTA below is purely for example purposes).

Call to action tips

Here are ten golden tips for a good call to action:

• Tip #1: Be specific. So in a CTA button, do not use'send', or 'click here', but for example:'Download white paper'.
• Tip 2: Don't make it too long. A CTA with the text 'Download the white paper on Content Marketing in the B2B world' is too long.
• Tip 3: Make sure you stand out. With the exception of a text link, a call to action should stand out. So make sure it has a unique and contrasting color compared to all other elements on your website.
• Tip #4: Keep mobile in mind. Smartphones have a relatively small screen. Therefore, test the dimensions on a smartphone. The CTA must be easily readable and clickable.
• Tip 5: Place above the fold. In emails this is essential, but it is also important on web pages. Make sure the most important CTA is visible above the fold (i.e. without scrolling).
• Tip #6: Provide a sense of urgency. It's in our nature not to want to miss anything, so use words like 'now,' 'immediately,' or 'before date.' For example,"Order by Jan. 1 '.
• Tip 7: Use imperative. this form of language is short but powerful and excellent for prompting someone to take action (exactly what a CTA is for). For example: 'order the e-book', or 'download the white paper'.
• Tip 8: Make a promise. You are asking something of your visitor. Give something in return. For example:'Order before January 1 and receive a 10% discount'.
• Tip 9: Create trust. As a rule, you ask your visitor for personal information (when contacting you or downloading gated content) or money (when purchasing in a web shop). Therefore, show that this is in good hands. For example, let your visitor know how you handle personal data, or that you are affiliated with a quality mark or trade organization.
• What works best for your website and target group is unfortunately not described anywhere. Therefore, measure and evaluate your calls to action on a regular basis. A good KPI to measure the effectiveness of call to actions is the click through rate.

CTAs in HubSpot

HubSpot 's software allows you to create and measure call to actions. You'll find this functionality in both the Marketing Hub and CMS Hub.

To do this, from the main menu, go to 'Marketing,' 'Lead capture,' and then CTAs. Via 'Create a CTA,' you can easily create a new call to action.

You have access to two CTA forms:

• Button
• Image (banner CTA)

In your overview of call to actions, you can see how often your CTAs have been viewed and how often they have been clicked on. By controlling these results, you are able to continuously improve your campaigns.

With HubSpot's Professional and Enterprise packages, you can also create smart calls to actions. This allows you to direct your visitors even more specifically to certain content.

Still have questions about call to actions after this article? Ask your question in the live chat at the bottom right or let us know on LinkedIn.