What is CTA? Learn how to use techniques to improve your results


What is CTA (call to action)? If you work with digital marketing and intend to achieve the success of your business, knowing how to answer this question is extremely important.

That’s because, from the moment you learn to use these communication techniques, you also learn to encourage the customer to convert on your website.

So, if you want to know how calls to action can really help you, find out which channels we can use them in and even see practical examples of CTAs that generated conversions. Don’t miss anything from this article.

What is CTA?

CTAs or, translating into Portuguese, calls to action are texts, images and buttons that connect the customer to your proposed offer.

As such, calls to action can be found on all digital channels or, to be more precise, where you intend to take the user to the next stage of purchase. That is, regardless of your digital marketing strategy, using these techniques is essential for consumers to be aware of the purpose of your campaign.

So, as they are present in various media, here are the most common formats to find them:

CTA on buttons

One of the most traditional and effective calls to action to invite the user is buttons. This is because, from them, it is possible, within your sales page or prospecting for leads, to highlight your objective so that the visitor can easily identify it.

Buttons can be found on their own or as a complement to other CTA templates. The most common examples that we can bring are the “buy” buttons on the product pages of e-commerce, or calls placed in a banner/form, as we will show later.

Text CTA

Do you often communicate with your audience through articles? If so, know that you can further increase visitor retention through smooth transitions throughout the text.

Thus, using CTAs, such as “don’t miss anything in this article”, arouse curiosity, motivate the reader to continue in your text and even improve SEO, since the time of the sessions also increases.

CTA on links

Links are present in most of the calls: when we create an ad on Facebook when we send a marketing email or even when we insert links in images.

But, like text headlines, we’ll focus on using them in blog posts. That’s because both internal and external links within an article are crucial in the user experience. See the following examples:

  • Internal links: Present throughout the text, they aim to maintain and retain the reader of your blog. To this end, links to related content present on the site itself are inserted. In our articles, for example, we often insert links to add more knowledge to you.
  • External links: These are usually found at the end of the post and, unlike internal links, are intended to integrate with other channels. Therefore, external links seek to lead, for example, the reader to follow your content through social networks.

CTA in forms

Especially when the goal is to generate new leads, using forms to fill in contact is a great strategy. However, in order to be efficient, they need to be inserted in a context that offers a value proposition. That is, ask for your visitor’s email or phone number in exchange for valuable content.

So you can insert form fields on landing pages, in the footer of your website, and if you don’t want to do a lot of work, you can still use plugins for capturing emails.

CTA in images

Last but not least, you can make calls to action through images. That is, using visuals is also a great way to take your audience to the next stage of the funnel.

With that in mind, the first example that is one of the most common ways to get the user to convert: Google Display. But, in addition to ads, you can also place banners on your home or other pages in order to generate organic visits to your landing page.

Do CTAs really work?

So far we’ve seen what CTAs are and the most common ways to find them. So you may be asking yourself a question: does the simple attitude of asking the visitor to take an action work?

Thinking about it and knowing that content marketing works as a great “exchange of favors”, we will bring at the end of the article how you can measure the results of these actions. But first, we separate two essential conditions for the user to click on your calls to action.

  • When you offer valuable content to your audience, everything becomes easier. That is, if the user finds content on your site that adds information and knowledge, a relationship of trust will naturally be created, in which he will feel safe and attracted to converting on your site. The same can happen if a visitor with the same profile is attracted to your sponsored link.
  • When you know how to attract the consumer to your CTA. That’s right, in addition to offering user experience, you need to keep in mind that it’s not enough to insert any button and wait for the visitor to click. There are some proven techniques that bring more results to your calls to action. Check out some of them below.

What do you need to know before creating your CTA?

Know your audience

Using any communication technique without knowing who you are going to talk to is a long shot. Therefore, defining a persona is essential and the first step to be taken before making a call to action. Thus, after knowing the personal and behavioral profile of your audience, you will be able to be more assertive in the tips that we will bring you below.

set a goal

Generally, even for measurement reasons, setting a goal is the first step in any content marketing strategy. But here, unlike most cases, we can only define our purpose if we know where our audience is.

To understand better, here’s an example: Suppose you set a goal to increase your company’s Instagram followers. However, after gathering information about your persona, you discover that she prefers text content to images. You soon discover that taking them to your blog is the best option.

So, so you don’t have to worry about which destination to propose for your calls to action, learn about the most common ones:

  • Download an Ebook;
  • Subscribe to the newsletter;
  • Sell ​​a product/service;
  • Increase the popularity of social networks;
  • Drive readers to your blog;
  • Promote another website;
  • Share a video;
  • Hold an event.

Analyze the funnel stage

As well as defining the persona profile, choosing your calls to action according to the stage in which each one is is essential. That’s because, once you know your consumer’s journey, you can deliver a personalized call to action to each of them.

That is, to users who are not as aware of your brand and therefore read articles or receive top-of-funnel emails and ads, you can deliver free educational content. However, when you are going to approach those who are already more familiar with your content, you can use more technical language and even offer your product or service.

Pay attention to the text

So far we have shown our tips for planning purposes. However, from now on we will show you the practical phases that also change the results of your CTAs. Therefore, the first one we will cite is the text.

Here we don’t want to focus only on text CTAs, nor choose among the thousands of verbs in the imperative, such as “check out”, “download” or “see”, whichever one generates more results.

Because, although these elements also influence performance, the value proposition and the way we conduct the text on our landing pages, in the ads or in the articles themselves define the visitor’s decision making.


First, we must position our calls to action so that they stand out on the page. But beyond that, we must also think according to the context and purpose of the call.

For example, in situations where we offer free content, we suggest placing your CTA at the top of the page. However, when the goal is to sell, maturing the consumer’s idea before inviting them to convert may be the best practice.


Especially when you want to make your CTAs through banners, forms or buttons, know that colors will impact both the look and the impression of the user. So, create your calls in a harmonious way, so that they stand out on your page and don’t pollute its layout .

To do all this you can count on the help of the color wheel, for example. But just by testing and visualizing the reactions of the visitors, you will know the best combination to use.

Test and measure the return of your CTA

Now that you’ve followed all of our tips, we’re sure you’ll get a lot more clicks on your CTAs. So, if you still want to reach her maximum potential, you need to test.

So now that you know what CTAs are, the ways in which they appear the most and even the most common practices that lead a user to convert with them. We end this article by suggesting our full post on Google Analytics for you to learn how to visualize all the metrics and make your tests much more accurate.

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