Jargon Buster – Call to Action.

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Jargon Buster – Call to Action.

Jargon Buster – Call to Action.


From YMG – The Award-Winning Digital Marketing Agency in Chelmsford, Essex.


So, how much do you know about the marketing term ‘call to action’?

No, it’s not a when you phone a friend who lives in West London. That’d be a Call to Acton. Close, but no cigar.

Like the neighbour’s cat that you fed once and now won’t leave you alone, we’re back! However, unlike the neighbour’s cat, we’re not asking you for treats – we’re bringing them to you! In the form of another edition of Jargon Buster. This time we’re going to cover what you need to know about the term ‘call to action’. Including what it means, how they work, and how they can affect your business.


What Does Call to Action Mean?

A call to action (CTA) is a technique designed to draw an audience to a specific page or screen. Often seen as a button or something similar for an audience to click, informing them of a page to visit, an offer, or something equally enticing.

These buttons are called CTA’s as they are often accompanied by a small amount of text on them. Generally giving the audience an instruction or prompt. Therefore, the button acts as a call to action for your audience to click it, taking them where the business owner wants them to be.


Where Can My Business Use a CTA?

CTA’s are most commonly used on emails and webpages.

As part of an email, CTA’s direct your audience from the email to a linked page. This is to try and convert those who open the email into customers or clients.

When CTA’s are present on webpages, they’re used to draw your audience directly to specific parts of the website. Often, they’re used to draw customers away from a homepage and into the e-commerce part of the site or the contact page.


What Are Some Examples of CTA’s?

CTA’s are used to encourage your audience to act. As a result, they often follow similar formats. Some of the most common examples of CTA’s are:

  • Click Here For.
  • Sign Up.
  • Download.
  • Register.
  • Buy/Order.
  • Read More.
  • Contact.

However, it isn’t as simple as having these on your website. To entice your audience, try more trigger words to hit pain points. To do this, you’ll want to know your audience inside out. For example, if your audience is looking for a solution to a time-sensitive issue, you can try something like:

  • Offer Expires.
  • View Deals.
  • Limited Offer.

To convert an audience with a specialised CTA, you must understand their pain points. Otherwise, your CTA’s may fly well-wide of the mark and fail to have any impact.


How Do CTA’s Work?

CTA’s are designed to encourage the audience or reader to act. As, often, readers will instinctively click CTA’s before reading the entire page they’re featured on. Often placed above the fold to instantly draw the eye of the audience, they’re usually coloured differently from most of the page or email to stand out and draw further attention from the eyes of your audience.

To show you an example of how a CTA may look, here’s what you’ll see when visiting our website:

Jargon Buster – Call to Action.

As you can see, our main CTA’s are above the fold and in direct eyeline. Both CTA’s contain short but to the point information on where they lead you. Despite links to these places being present in the top right-hand side of the page, this is not where the eyes are naturally drawn to. This is done for both the ease of the customer, and to draw more of your audience where you want them. In our case, most of our target audience will want to know what services we offer or to get in contact with us. So, putting these as our CTA’s is a no-brainer.


How Can a CTA Affect My Business?

Using a CTA on either your website or in an email campaign can work wonders for your business. When used correctly, you can expect to see higher volumes of traffic to your website. Which, in theory, should lead to a higher number of sales.

CTA’s can also reduce bounce rates on your website, which will positively affect your SEO ranking. As, if your audience finds it difficult to find the pages they’re looking for, they will leave your website in search of alternatives. But, with a well-placed CTA, you can direct your audience from a homepage or landing page to the places they want to be, and where you need them to be.

However, you don’t want to flood your website with CTA’s. Too many in a small space will make your website look unprofessional and potentially spammy. If you’re going to place multiple CTA’s on your website, considering speaking to a professional. As, if you’re incorrectly placing CTA’s, you’re likely missing out on large amounts of traffic and sales.


What Type of Businesses Can Use a CTA?

Any type of business can benefit from the use of a CTA. No matter the size, location, or industry.

Seeing as CTA’s are used to drive your audience to a specific page or part of your website, they can be used for any business that has a website. Even if it’s only directing your audience from your homepage to a contact page or form, a CTA can still be used and deliver results.

So, if you’re looking for help applying CTA’s to your website or have any questions regarding CTA’s and how to use them, click here. Alternatively, we’re happy to create websites, landing pages, and email marketing campaigns using effective CTA’s.


YMG are an award-winning and full-service digital marketing agency based in Chelmsford, Essex, and home of the Jargon Buster series, helping business owners to understand the technical terms of digital marketing.

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