Call to action

Definition

A call to action, often abbreviated CTA (for Call to Action), is a clear, direct and persuasive invitation to a user to perform a specific action. In digital marketing, the call to action is a key conversion element: it's what turns a simple visitor into a potential customer, subscriber or committed prospect.

It can take many forms - clickable button, link, text, image or form - but its objective remains the same: to guide the user to a desired next step in their digital journey.

Common examples of calls to action

Here are a few calls to action frequently found on websites, in newsletters and on social networks:

  • "Request a free quote

  • "Make an appointment now

  • "Download our free guide

  • "Subscribe to our newsletter

  • "Add to basket

  • "Call us for a consultation

  • "Watch the video

  • "Discover our services

Each call to action is written according to the objective pursued: sale, registration, contact, download, etc.

Why calls to action are essential

A website or advertisement without a clear call to action is like a shop window without a front door. Even if the user is interested, he won't know what to do next. The call to action:

  • Guides the user and reduces friction

  • Focuses attention on a specific action

  • Stimulates commitment and participation

  • Advances the customer journey from discovery to conversion

  • Measures performance, since it is often linked to a click or interaction

Characteristics of a good call to action

An effective call to action shares several attributes:

  • Clarity: easy to understand, without unnecessary jargon

  • Relevance: adapted to context (home page, product page, newsletter, etc.)

  • Visibility: stand out visually (contrast, color, position)

  • Simplicity: one action at a time, without confusion

  • Urgency or incentive: use action verbs and a motivating tone (e.g.: "Take advantage today", "Limited offer", etc.).

Calls to action on various media

On a website

Calls to action are found in page headers, service sections, blogs, forms and footers. They're essential for turning traffic into concrete results.

In digital advertising

Whether on Google, Facebook, TikTok or YouTube, every ad includes a call to action that directs the user to a destination (e.g. website, form, phone call).

In newsletters

The success of a newsletter often depends on the clarity of its call to action: click on a button, reply to an e-mail, register for an event.

On social networks

A publication caption can encourage people to "share", "comment", "find out more", or redirect to an external link.

What Planning Media does

At Planning Media, we pay particular attention to calls to action in all our digital creations. They're never added at random. Every call to action is :

  • Strategically designed for the customer journey

  • Tested and optimized according to interaction data

  • Tailored to the target audience, with a tone that resonates locally (especially in Quebec)

  • Aligned with our customers' business objectives (e.g. appointment scheduling, online purchasing, telephone contact)

We regularly run A/B tests to compare different versions of a call to action and identify which ones convert best.

Good practices to adopt

  • Integrate the call to action in the first visible section ("above the waterline")

  • Repeat the same call to action in strategic places on a page

  • Use clear action verbs (e.g. download, try, contact, start)

  • Personalize the call to action according to context and audience

  • Avoid vague formulas such as "Click here" or "Submit" without precision

Common errors

  • Too many different calls to action on the same page (the visitor doesn't know what to do)

  • Lack of visual contrast with the rest of the content

  • Overly long or generic formulations

  • Do not test different variants

  • Use calls to action that don't match the user's intent

Conclusion

The call to action is a small element with great power. Well-written, well-placed and well-presented, it can turn a simple visitor into a customer, and a mundane campaign into a high-performance one.

At Planning Media, we believe that every word counts. That's why we integrate thoughtful, effective calls to action tailored to your Quebec audience into every one of our digital strategies.