Call to action; meaning, examples and more

Photo Written by Gijs de Rooij

A call to action (CTA) is a call to action. You have a website that is full of good content. Your target group knows how to find your website. But when these website visitors don't take action, it doesn't do your company any good.

A Call To Action comes in all shapes, colors and sizes. However, every Call To Action has the same goal. With a Call To Action you want your website visitors to literally take action.

Call to action meaning

Freely translated, Call to action means: call to action. This is also what you want from your visitor. It's nice that your website attracts visitors but the results for your business only really become tangible when these visitors are moved to action.

CTA text link

The simplest and least creative form of the Call to action method is the CTA text link. The text link is less noticeable than grandiose Call to action expressions, but it is certainly not negligible because of this. In fact, the text link can actually be very effective. 

The great advantage of text links is that you can fit them precisely into your running text. This way you avoid screaming Call to actions and the visitor doesn't get the feeling that you want to shove something in their proverbial face. For example, by placing a text link in the last sentence of a paragraph, you entice the reader to click on the text link. They have just read an entire text on a topic and are given the opportunity to delve even further into the subject matter with a catchy text link. In an ideal scenario, readers will take action after clicking on the text link.

Another advantage of a text link is that it is not detected by virus scanners. Many companies have strict virus scanners for security reasons that will sound the alarm at the slightest. When you use an image as a call to action tool, they can be blocked by the virus scanner. You avoid this risk with a text link.

call-to-action examples

Call to action button

The most common call to action is the button. This is a button that guides readers to another web page. The idea is that readers will then take action on the next web page. Examples of good Call to actions include an order or contact button. If necessary, add a second button if there are multiple actions the visitor can perform.

With a button you can also give your creativity much more freedom than with a text link. You can have a button designed completely according to your personal style. Always make sure that your Call to action button stands out among the other images or links on your website. The button must be seen because behind this button a large part of your revenue is probably generated.


Website banner

We have now discussed the text link and the button. But are you thinking big and therefore want to go big? Then consider a website banner. Where do we know the website banner from? Well, actually from almost every website. You see website banners often at the bottom of a website. The website banner is often used as the last call to action. This does not make the website banner less important than the text link or button. It ensures that visitors arrive at the main goal of the page. Take an example of the Amber Alert EU Foundation.

The clickable button in the website banner can be completely integrated into the design. This makes the website banner ideal for your website. In addition, it has one big advantage, you simply can not ignore the website banner.

Amber alert-button
CTA website

5 tips for a good call to action

  1. Eye-catching button color
    As mentioned above, your button should be distinctive from other statements on your website. By using an eye-catching button color you will go a long way. Always make sure that the button color contrasts with the background. Your button color can be
    bright orange, if your background is also bright orange the button will not stand out.
  2. Be direct
    Your button or banner is appropriately sized. Make sure that your message is clear at a single glance. It is not the intention that readers first have to process entire texts before they can take action. A direct text therefore delivers more conversions. The use of the imperative may seem blunt, but it really is the best tactic.
  3. Make a promise
    With your Call to action you ask something of your visitor. It is therefore nice to give something back. An example of this: 'Join the resultsmatter® program and receive 50% discount on the first three months'.
  4. Use first person in the message
    Address your visitors in first person. This way the readers recognize themselves better in your call to action. You reduce the distance between your message and the consumer who has to take action. An example of a first person message is: "I would like to participate in the resultsmatter® program".
  5. Give your visitors a choice
    By giving your reader a choice you can still direct them to the button you would like to see clicked. Make an attractive button for the action you want to be made and place a less creative expression of a call to action below it. This makes the visitor more likely to click the attractive button. And that was your intention all along!

Use powerful action words

A picture says more than a thousand words. The old adage holds true in many cases. Unless you use powerful action words. Don't make your CTA texts too long but make sure you always include a powerful action word. Examples of action words are:

  • Dear
  • New
  • Warranty
  • Save
  • Results
  • Download

To measure is to know

Call to actions are also ideal for measuring. You can see exactly to what extent your website is clicked on by the Call to Action. This way you can measure if your Call to Action is working or if there is still room for improvement.

Do you want converting buttons on your website?

Are you convinced after this blog that your website should have a Call to action button, text link or banner? Please contact 2manydots. We have implemented numerous good Call to actions for various companies. We develop the Call to action in cooperation with you, so your style is not lost.

Gijs de Rooij Copywriter
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