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A “Call-to-Action” Definition and Why Website Owners Must Use Them

Updated on March 12, 2018
Daniel Simmons profile image

Daniel joined the award-winning web development and digital marketing firm, eVision Media, and has been instrumental in its growth.

You built your website to help your business so it’s important to connect every dot that qualifies it as a success.


One of the ways to do that is to guide your visitors from point A to point B when perusing your website. This can easily be done with a Call-to-Action.


Often referred to as a CTA, a Call-To-Action is easy to implement. In fact, it’s likely you’ve seen them many times on other sites without even realizing it.


It’s simply the point where you have a button, image, or text link that directs the user to the next step in their website experience which, in SEO terms, is referred to as the conversion funnel.

Without a Call-To-Action on every page of your website, the user is often left without proper direction on where to go next. If they are not given a specific direction, you risk losing them to another website, possibly even your competitor.

It’s human nature to look for more once done with something, so as a site owner, you need to determine what their next step should be.

An example of an effective Call-to-Action could be, after reading more about you, directing them to a page on your site that shows videos of you demonstrating your product or service offering. You know it’s important for them to see this demonstration to help them understand the value of what you’re offing, so lead them there.

What Makes a Call-to-Action

Essentially, a Call-to-Action is a means to get your user to take a next step.

Ideally, that step is to either make a purchase, contact you, book an appointment, or get into your newsletter list so you can continue to nurture the “know, like and trust” factor with them.

There are others as well such as guiding them to read an article, watch a video, share with their social followers, or even print the page.

Typical and effective calls to action should include direct language such as:

- Buy

- Register

- Subscribe

- Donate

- Book

- Contact

CTAs are great for cross selling too. When you have something related to the product/service your user is looking at, it’s a good idea to have a Call-to-Action that offers further considerations. We see this often in eCommerce applications positioned as product upsells or recommendations.

The key elements to a strong Call-to-Action are:

  1. It stands out and is easy to see
  2. It concisely conveys the value of the content it leads to
  3. It contains copy that makes the user want to take action and click

Have a look at your website. Are you making the most of user visits and providing them with proper direction on your website?

Many people get so used to their own site they don’t realize how much they’re taking for granted. Just because you know something else on your website is relevant, it no ways means they’ll know or make the connection to go check it out.

The SEO Benefits of CTAs

eVision Media provides search engine optimization for small businesses and a part of that is a complete user experience.

Every algorithm update Google makes has a strong element of analyzing user behaviour on your website. If users aren’t making it through your website easily, your rank will suffer because it shows that if Google sends a user to your website they can get lost and have a negative experience.


If you’re not seeing a lot of conversions from your website despite having decent traffic, then please get in touch. Adding strong CTAs is important where a full and thorough report on your website should be done to address any points that has the potential to confuse and/or lose the user.


This month we’re targeting website must-haves, so you can make sure your website accurately represents your business and converts visitors into clients.
If you’re in the process of a website redesign or planning a new site for your business you’ll want to read our blog every week for more tips on making the most of your website for your business!

© 2018 Daniel Simmons

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