What Is A Call To Action? (Importance, Tips And Examples)

By Indeed Editorial Team

Updated 7 November 2022

Published 16 May 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

A call to action or CTA is a marketing concept used to entice customers to perform the desired action. There are different ways of using a CTA depending upon what a business is trying to achieve. Understanding everything about a CTA can help you become a better sales manager, associate or representative. In this article, we answer ‘What is a call to action?', explore its importance and provide examples of some popular CTAs to help you create your own.

Related: 3 Business Pitch Examples (Plus What You Can Include In One)

What Is A Call To Action?

Knowing the answer to 'What is a call to action?' can help you encourage your audience to act on your post or message. It is a marketing tactic that encourages and invites a customer to take the desired action. These actions can be purchasing a product, making a donation, clicking on a link, making a call, completing a survey or signing up for a newsletter. Usually, a business creates a call to action to receive an immediate response from the readers or listeners. A CTA provides potential customers with the next step to take.

You might find the CTA at the bottom of a sales pitch or email newsletter. For example, after a TV commercial, you hear ‘Call us now and set up a free hair consultation!' This tells your target audience what a company expects from them and when the company want them to perform the desired action. While the call to action is common in a business marketing plan, companies widely use it in official documents like corporate emails, proposals, cover letters, memos, advocacy campaigns, religious campaigns and political campaigns. A call to action can be a single word, phrase or sentence.

Related: How To End An Email (With Tips, Steps And Examples)

Why Is A Call To Action Important?

A call to action increases your chances of a customer performing a specific action. Here are some reasons a CTA is essential for a business:

Encourages activity

One significant advantage of using a CTA is that it influences the viewers to perform desired actions. A successful marketing campaign may not lead to higher sales conversion because customers might be unaware of the steps. A CTA provides these steps and encourages viewers to take the desired action. Also, as a CTA is short, it is more effective at garnering customers' attention.

Increases sales conversion

Companies launch marketing campaigns to increase brand visibility, educate customers and publicise their corporate values. While marketing campaigns can increase website traffic, they might increase sales conversion. Usually, customers can watch an impressive advertisement without taking any action. By including a CTA in the marketing campaign, companies can take advantage of that and increase sales.

Related: The Role Of A Sales Executive: Responsibilities And Skills

Enhances customer base

As a call to action contains a link that leads to a company's website, landing page and social media page, it generates new website traffic. A customer can learn more about the product and its pricing from these places. These places contain detailed information about the companies' values and culture. This might impress a customer to purchase from a company.

Related: Customer Satisfaction: How To Measure And Tips For Improvement

Provides relevant information

When customers quickly get access to relevant information, it can help in increasing sales. While most companies use a 24-hour helpline, often customers prefer to get information from the website and social media platforms. For instance, most email marketing CTAs leads a customer to the company's website or product catalogue. This helps a customer get quick access to the information they require. It further increases customer interaction and satisfaction.

Helps in continuing interactions

Placing a CTA at the bottom of the email newsletter is a great way to continue interactions with the target audience. It can prevent them from leaving a conversation prematurely. Continuing interactions with customers give a company one more chance to convert a prospect into a loyal customer.

Related: How To Improve Your Sales Skills: A Step-By-Step Guide

Tips For Creating A CTA

Follow these tips for creating an engaging CTA:

  • Keep it short: Limit the number of words or phrases to make the CTA more memorable.

  • Use action words: Action words denote completing a specific task, so include at least one action word in your CTA. Using words such as shop, order, buy, subscribe or sign up can help you inform readers about the action to take.

  • Ensure visibility: For grabbing the viewer's attention, ensure that your CTA is prominent and easily visible. Also, include it at a place that is easily visible to everyone.

  • Emphasise value: If possible, demonstrate how your CTA adds value to the customer. For example, rather than saying Subscribe to our project management tool, you can say Subscribe to the world's best project management tool.

  • Make it urgent: Focus on creating a CTA that makes the CTA or offer to look urgent. You can use phrases like for a limited time, act now or only for today.

Related: Always Be Closing Sales Approach: Definition And Tips

Examples Of Call To Action

Here are some examples of CTAs:

Call to action for marketing

A marketing campaign uses CTA to encourage people to buy new products and services. Here are some examples:


A company can use this CTA for encouraging users to subscribe to their services and newsletters. Through the subscribe CTA, a company requests an email address from readers.

Example: Subscribe now and get a 15% discount on your first online purchase.

Get started

This CTA prompts a customer to use the product or service immediately. Such a CTA directs the customer to a page containing more information.

Example: We are streaming over 2,000 international shows in various genres. Get started today!

Sign up

Use the sign up CTA to encourage customers to share their email addresses. The customer signs up for receiving the company's publications and newsletters.

Example: Sign up now to receive a free meal box every week for the first three months.

Learn more

Companies use this CTA to help customers gain more information about a product, service or company. This might involve clicking a link.

Example: Click here to learn more about our innovative therapy services.


Companies use this call to action to encourage viewers to share or spread a message. The share CTA works for companies that want to increase their customer base without directly promoting products. Often, a reward or freebie accompanies this CTA.

Example: Share our link on your social media and win two movie tickets.

Shop now

The shop now CTA encourages a customer to click a link or button that directs them to a company's website. It enables the customer to purchase on a company's website.

Example: Shop now for gold-plated earnings at an affordable rate.

Contact us

After explaining all services or products a business provides, they might place a contact us page at the bottom of the website. This allows a customer to interact with employees and learn more about the services.

Example: Contact us now if you have any queries to know how to reduce your insurance premium.

Refer a friend

Another tactic for increasing customer engagement is asking them to recommend products to their friends. This helps a company generate more revenue and reach a larger audience base.

Example: Refer a friend to our health insurance and get a 10% discount on your yearly health premium.

Call to action for a job posting

Here are a few examples of a CTA for a job posting:

Apply now

A recruiter can use this CTA to promote urgency about a job posting.

Example: Apply now to our marketing job.

Work with us

This CTA promotes collaboration that can help a company attract top talent. Often, job seekers might prioritise this in their search.

Example: Work with us today!

Start immediately

This call to action promotes urgency and helps attract candidates looking for employment.

Example: Start immediately by joining us today.

Visit our office

Using this CTA on the job description can help a company and candidates meet earlier. It can convey to job seekers how vested the company is in their hiring process.

Example: Visit our office to learn about the position.

Earn up to

Using such a CTA gives potential candidates information about how much they can earn from a particular job. It works as an incentive for candidates who want to know about job compensation.

Example: Earn up to ₹40,000 per month by spending 5-hours daily.

Call to action for a professional website

Here are some commonly used CTAs companies can use on their website:

Get started

Such a CTA appears on a company's website and helps the company sell a new product or service.

Example: Get started with our SaaS tool today!

Read more about us

Companies can use this CTA to invite visitors to visit and read other website pages. Often, it can redirect a customer to the About us section.

Example: For more information, read more about us.

Related: A Complete Guide To Pop-Up Marketing (With Ideas And Tips)

Explore more articles