Sound Smart in Meetings

The Marketing Glossary

Call to Action

| ˈkȯl tu̇ ˈak-shən |

What is a call to action?

On a website, a call to action (CTA) is a clickable image or line of text that prompts the user to do something (take action), like download a file or register for an event. In other media (a commercial, for example), a call to action is a prompt to do something, like call a number or go to a website.

CTAs are important in marketing because they tell the consumer what to do and attach a sense of urgency to the action.