What is a Call to Action (CTA)?
A Call to Action (CTA) is a specific prompt to take action – text, a button or a link that encourages the visitor to take the desired step.
A CTA can be:
- Clicking on a link (e.g. ‘View case study’)
- Filling in a form (“Get a quote”)
- Downloading material (“Download free e-book”)
- Signing up for a newsletter
- Booking a consultation or demo
- Starting a chat or interacting with a bot
CTA types:
| Form | Example |
|---|---|
| Button | “Get a demo” |
| Hyperlink | “Read more about the solution” |
| Banner | “Find out how to save up to 30% on costs” |
| Slide-in window | “Don’t leave without a bonus” |
Why CTAs are important for B2B companies
- It guides the visitor in the right direction
Every piece of content must have a goal – a CTA helps guide the visitor towards it. - Increases conversion rates
A website without a CTA = a website without results. A button with a clear call to action can increase CVR by as much as tens of per cent. - Improves content performance measurement
You can track which content leads to action – ideal for optimising campaigns. - Facilitates purchasing decisions
A CTA at the right moment (e.g. after a testimonial or a list of benefits) makes the next step easier. - Supports automation and lead
qualification E.g. “Calculate your ROI” → the system registers the activity and adjusts lead scoring.
Practical use and examples
- Landing page
CTA: “Get a free demo” under the solution heading → conversion rate 12.4% (compared to 5.1% for the “Contact us” CTA). - Webinar registration
CTA: “Book a place” number of places available → higher FOMO, 18% increase in registrations. - CTA in an e-book
On the last page of the e-book, CTA “Request a free consultation” with UTM → 7% conversion to MQL. - CTA in an email
In a personalised email from a sales representative: “Click here for a 30-minute slot” (linked to Calendly). - CTAs by funnel
TOFU: “Get free inspiration”
MOFU: “Find out how it works in practice”
BOFU: “Book a consultation”
5 tips for creating a CTA that converts
- Be specific and action-oriented: “Download
the e-book” works better than “Click here”. - Highlight the value.
What does the user get? E.g. “Calculate your return on investment in 1 minute”. - Create visual contrast The
CTA button must be visible, stand out and be placed in a logical spot. - Test variations
A/B test text (“Get a demo” vs. “Try for free”), colours, position and size. - Adapt the CTA to the funnel stage
A visitor in the first stage needs a different call-to-action than someone who is currently viewing the price list.
Related terms
- Conversion Rate (CVR) – the rate at which a CTA leads to a conversion
- Landing Page – a page with a single main CTA
- A/B Testing – a tool for optimising CTA text and placement
Further resources
- HubSpot – What is a Call to Action (CTA)?
- CXL – CTA Copywriting Tips
- Unbounce – Landing Page CTA Best Practices
Summary
A Call to Action isn’t just a button – it’s the decisive moment when a visitor becomes a lead or a customer. In B2B marketing, a CTA is the cornerstone of every campaign, landing page or email. Do you want to create CTAs that boost the performance of your website and business activities? Don’t hesitate to contact us.