Call-to-Action (CTA) is a marketing term used to describe a button, link or statement on a website, email, advertisement, or other marketing materials that prompts a viewer to take a specific action. This action can be anything from filling out a form, making a purchase, downloading a free guide, or registering for a webinar.
The CTA is designed to encourage the viewer to take action and convert into a customer or lead. It is often written in a clear and concise language that creates urgency and a sense of obligation to complete the action. A successful CTA is one that is visually prominent, easy to understand and relevant to the target audience.