Call to Action (CTA)

A call to action is the part of your marketing that tells people what to do next. It can be a button on your website, a line in an email, or a phrase at the end of a social media post. Without a clear CTA, even interested visitors may leave your site without taking the action you want — whether that’s scheduling a consultation, making a purchase, or signing up for your newsletter.

Effective CTAs are specific and action-oriented. “Submit” is a weak CTA. “Get My Free Marketing Checklist” is much stronger because it tells the visitor exactly what they’ll receive. The best CTAs also create a sense of value or urgency: “Start Your Free Trial” works better than “Sign Up” because it emphasizes what the user gains.

For small businesses, every page on your website should have at least one clear CTA that aligns with your business goals. Your homepage might direct visitors to explore your services. A blog post might encourage readers to download a related guide. Your services page should make it obvious how to get started. Don’t make visitors hunt for the next step — guide them there.

Placement matters too. Put your primary CTA above the fold (visible without scrolling) and repeat it at natural break points throughout the page. Test different wording, colors, and positions to find what resonates with your audience.