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What Is a Call to Action (CTA)
October 28, 2021

Call to action (CTA) is an important marketing concept and a great way to increase the conversion of your website and the products you are offering. It encourages the visitor to take action in different ways and move on to the next purchase phase. Definitely, something you should consider is getting into your content as soon as possible if you have not already done so!

A call to action (CTA) can be a button, image, or link that you want a potential customer to click on to proceed in the buying process. It is therefore about encouraging visitors to go on to another part of your landing page or website, to buy, get more information, or register for, for example, a newsletter or an event.

Examples of common call to actions

A clear way to illustrate how a CTA works is to look at how e-commerce works. There, they are good at using call to actions to take visitors further in the buying process.

At, for example, they use a CTA for “Add to cart”.

Spotify uses three CTAs to take visitors to their various subscriptions.

How to use a call to action in inbound marketing

The use of call-to-actions in inbound marketing works in the same way. Marketers have been using CTA for a long time, even before the website was born. The goal has always been to get visitors to take action based on what part of their purchase journey they are in. The design of a CTA can thus look in a number of different ways. It can be a designed button or a graphic element, but also just a simple link in running text. To succeed with your CTAs in your content, it is important to direct the visitor’s attention to the material they may be interested in. This may involve the visitor being directed to:

  • – A landing page for a guide you wrote
  • – A booking page for meetings with your salespeople
  • – A form where the visitor can sign up for your newsletter or to get your e-book
  • – One of your social media channels where they can follow / like your page
  • – A link in the text that leads to a blog post on the same topi

This is how a call to action should be designed

In order for someone to want to click your CTA, you must think through how it should be designed to attract the visitor’s eye and arouse such strong interest that they click on it. First, think about what the goal of your CTA is, and then try to formulate it in the best way.


In your texts, it must be clear what happens when the visitor clicks on the button. It is common to use imperatives in the text, i.e. a verb to which a formulation is formulated. Regarding the number of characters, we recommend less is more here.

Avoid just typing “click here”, but briefly try to explain what happens when you click. It should be as clear as possible what happens when you click the button. For example, instead of typing “Download”, use the “Download Wizard”.

Here it is possible to experiment with the tonality and in an effective way bring out both the desired action and the brand’s personality. But remember to find a good balance between tonality and clarity. There should never be any doubt about what happens when you actually do click!


If your CTA is a button or an image, it should of course be nicely designed, but also stand out from other parts of the page. It does not have to be shocking pink, but it can stand out graphically from other elements on the page. So you do not need to get the visitor to nod – it’s about subtly attracting his attention and making him curious to take an action.


There are many thoughts about where in the text it is best to place a CTA. You want it to be visible, but not interfere with the visitor’s ability to read the text. Our recommendation is therefore to place it somewhere in the middle of the text – between two intermediate headings for example.

Create a sense of urgency.

Fear Of Missing Out (FOMO) is a very real thing and it’s something that marketers can use to their advantage. Utilizing urgent language can make visitors more likely to proceed out of a fear that if they don’t, they’ll miss out on an opportunity. For example, use words like “limited time only,” “almost gone,” or “time is running out.”

Some more CTA tips

  • – Have a call to action on each subpage of your website
  • – Think about what you want a visitor to take for action on each page
  • – Create a CTA that is so interesting that you would click on it yourself
  • – If you use HubSpot – create smart CTAs directly in the program
  • – Do not overuse CTAs! Only post them when there is a direct purpose