What’s a CTA or Call to Action?

If you haven’t yet, you’ll probably see “CTA” all over creative briefs and project outlines. CTA stands for “call to action” and refers to the copy you use to tell the reader what you want them to do next.

Calls to Action Are Always Commands

Since CTAs are always commands, they always begin with verbs. Depending on the project, a call to action might be “Sign up now for our newsletter!” “Like us on Facebook” or even just “Buy now.”

You’re telling your audience exactly what it is you want them to do. They shouldn’t have to think about the next step, or the benefit they’ll receive if they take that action.

Every Single Piece of Copy Needs a Next Step

You need to give your audience a next step to take. (We’re writing the copy for a reason, right? We want the reader to buy the hand towel, sign up for the course or watch the video–depending on the project, of course.) The call to action tells the reader what step to take next and how.

CTAs Need to Make It clear What’s Going to Happen Next

The user needs to know what’s going to happen when they take that action. If they click on your “Buy now” button, the should be taken to the web page where they can actually buy now. If you’re encouraging them to sign up for your newsletter, the next click had better take them to a place where they can do that. And if you’re telling people to come into the health club and sign up for the raffle, it had better be pretty clear where that raffle is, the second they walk in the door.

Last Updated on December 18, 2022