The call to action (CTA) is one of the key components of a piece of copy. It usually sits on its own towards the end of the article, but there could be several sprinkled around the piece. It can be words, an image, a button or some other form of interaction.

What is a call to action?

A call to action is an instruction to do something. In consumer marketing terms, that’s usually to buy something, but with larger, more considered purchase decisions, it can be to guide the reader further down the sales funnel. Typically, it will be in imperative mood, i.e. “Do this.” Online, calls to action usually form the text of a hyperlink or button. Obviously that’s impossible on hard copy (direct mail, TV adverts, newspaper ads etc.), but the intention is the same: to get the reader to do something.

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