CTA (Call-to-Action)

Category: Copy

The instruction that tells a reader exactly what to do next.

Weak CTAs ('Learn more', 'Click here') describe an action. Strong CTAs ('Get my free brand audit', 'Reserve a seat') describe an outcome the reader gets. Match the CTA verb to funnel stage: 'Read' for top, 'Preview' or 'Estimate' for middle, 'Start' or 'Schedule' for bottom. Test CTA copy before you test button color. Copy moves numbers, color rarely does.

Related terms

• Funnel
• CRO (Conversion Rate Optimization)

Part of the AMA Orlando marketing glossary. See also the chapter's free marketing calculators and templates and playbooks.