CTA (Call To Action)

CTA is an abbreviation for Call To Action and is a term for content (buttons, links, text or similar) that directs potential customers to take action on what they are being promoted for. The concept of CTA is very familiar in the marketing world.

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What is CTA?

CTA is a well-known concept in the marketing world and is not only used on a website. In fact, CTA is used in all types of marketing activities with the intention that potential customers take action on the marketing efforts they are being promoted to.

You've probably come across CTAs many times before, on Google, Facebook, Instagram, YouTube or on a banner in a forum. You've probably also clicked on a CTA many times before - but just didn't know what one was called.

For the sake of understanding, let's take a few examples.

Example of CTA

CTA is a text link or a button with a link in it. People who think your message is relevant to them click on your CTA.

For example, you may have written an e-book that you want a lot of your target customers to download.

It may also be the desire to get potential customers to sign up to your newsletter.

Or it may be that you are running a bid on your entire webshop and for this purpose market it on social media and Google Ads.

For the above to be possible, a CTA is needed! The CTA is the button or link that people click to download your e-book, sign up for your newsletter or find your offers in your webshop.

Why is CTA important?

Imagine you see an ad for a pair of cool shoes, but the ad doesn't say where you can buy them. This means that this ad is missing a CTA.

So. Your product may be clever, and the price of the product may be attractive, but if people don't pay attention to your CTA, you won't get any customers in the store. WHEW!

The good CTA

Rule number 1 is that your CTA must ALWAYS be visible and not least make potential customers want to click on it.

A button that says "click here to read more" is not enough. None of us wants to read more - we're all so busy.

If it says "learn more here", more people are likely to click, because of course we want to learn more, if it is a topic that interests us.

It is also not enough to write a CTA with the text "save 50%" as not everyone understands that it is something that can be pressed. In this case it would be beneficial to write "Save 50% - click here". This way, there is no doubt that by CLICKING, the customer saves 50%.

What does CTA have to do with SEO?

When you write title tags and meta descriptions, a really good idea is to imagine them as CTAs. The purpose of these is to entice users from Google to click on the text that links to YOUR website.

If you have more appealing meta titles and texts than your competitors, users will be more likely to click on your link instead of a competitor's. That's a big advantage for you, as Google tracks which of you gets the most visitors for a keyword - and so you may be lucky to rise in Google's rankings.


Henning Madsen

Founder, CEO & Head of SEO

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