Building A Website – What Is A Call To Action?

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So now that you know your objectives for your website, it is time that you learn about calls to action. You have visitors on your website, so now what? What do you want them to do? Buy your products? Contact you? Register for updates? A call to action is the way to lead visitors to your desired outcome and make their visit more enjoyable as well.

Internet marketing is an evolution of traditional marketing. In simplest terms, calls to action are design elements that nudge the audience into doing something you want them to do. Calls to action have been around since the perception of marketing and advertising, way before the internet was invented. Let’s start with the basics of a CTA through its definition.

‘Call To Action’ Defined

According to Wikipedia, a call to action is: “words or phrases that can be incorporated into sales scripts, advertising messages, or web pages, which compel an audience to act in a specific way.”


In web marketing, a conversion is a measured goal that you have for your website, like when a user completes a contact form. A conversion is simply any process which helps convert a visitor into a buyer. Some more examples include book tickets online, download a free trial or place an order. Think of conversions as the result of a user completing a call to action.

The Audience

Calls to action always speak to an intended audience. The words you choose to craft your CTA will have a huge impact on its chances of becoming a conversion. You can create your call to action depending on your type of business and social following, as well as your target audience profile. It needs to be well thought out and effective.

In the next chapter, we will discuss some tips for creating effective calls to action.

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