A call-to-action (CTA) is a message that instructs users on the action they should take next. Ideally, CTA messages should urge the visitor of a website or social media page, the reader of an e-mail or the user of an app to take an immediate action that is profitable for the company.

The CTA messages can be placed on buttons or distributed throughout the copy of the pages. Such messages are “Call now”, “Buy now”, “Click here”, “Click to download”, “Download for free”, “Learn more” and so on. CTAs that use imperative verbs are considered more effective.

Advertisements or landing pages without CTAs tend to have lower conversion rates and are considered ineffective and non-optimized for conversions.