What is a Call to Action

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What is a Call to Action (CTA)?

A Call to Action (CTA) is a marketing term that refers to a button, banner, or link on your website that encourages visitors to take a specific action — like making a purchase, getting in touch, or signing up for something.

Chances are, you’ve come across many CTAs and followed them without even thinking.

Some common examples include:

  • Download our ebook

  • Subscribe

  • Call us

  • Click here

  • Sign up for our newsletter

Why CTAs Matter

Every website should have at least one clear, compelling call to action. A good CTA helps guide your visitors toward your business goals — whether that’s generating leads, increasing sales, or growing your audience.

It also gives you a way to measure your website’s performance.

What Makes a Great CTA?

CTAs don’t have to be pushy or overdesigned. The most effective CTAs are:

  • Clear – the message is easy to understand

  • Concise – short and to the point

  • Compelling – encourages action

  • Visually distinct – stands out from the rest of the page

Design tip: Many experts suggest using the strongest colour on your website for your CTA button to make it stand out immediately.

CTA in Action: A Real Example from ModCloth

To see how a real, modern CTA works in practice, take a look at this example from ModCloth, a well-known e-commerce fashion brand.

CTA Example: “Shop Halloween”

ModCloth used this strong seasonal CTA on their homepage:

Here’s why it works:

  • Timely & Relevant: It connects to a current event (Halloween), creating urgency and interest.

  • Visually Strong: The button stands out with a bold color, making it unmissable.

  • Simple Language: It’s clear, friendly, and tells you exactly what to expect.

This kind of CTA doesn’t just look good — it drives action and contributes to business results.

Other Great CTA Examples from Live Websites

Crazy Egg – “Show Me My Heatmap”

Moz – “Grab My Ticket!”

Patagonia – “Take Action”

What’s Your CTA?

If you already have a website (or are planning one), take a moment to ask yourself:

What do you want your visitors to do?

  • Should they call you?

  • Download something?

  • Sign up for updates?

  • Make a purchase?

Whatever it is, make sure your CTA communicates it clearly and confidently — and stands out on the page.

Need help crafting a CTA that fits your brand and business goals? I’d be happy to help with design tips, copy suggestions, or placement ideas.

Contact Us

Need help with your online marketing? Feel free to give us a call.