Landing Page FAQ: What is a “Call to Action”?


If you’ve explored the world of landing pages a little, you’re likely to have come across the term “Call to Action”, or “CTA” for short.

People often talk about optimizing it, changing the text, changing the color, and changing its location on the page. But what is it exactly?

For the complete answer to “what is a call to action?” check out our article 7 Call to Action Examples and Proven Conversion Boosts.

A call to action is usually the button or link on a page used to draw a user’s attention and prompt them to take action towards whatever goal the page is trying to achieve.

Here’s an example of a call to action button to get an idea what I’m referring to:

CTA buttons are generally placed either below a form or used as a gateway to click through to another page or click popup overlay.

Best practices for CTA buttons generally include:

  • Placement above the fold
  • Button color that contrasts with the rest of the page
  • Action oriented language such as “Get Started”

When creating a CTA remember to keep the button text related to your page goal. One trick for coming up with good CTA text is to simply rephrase what action your users are trying to take. This could include “Start My Free Trial”, “Send Me More Information”, etc.

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