What is a call-to-action (CTA)?

A call-to-action (CTA) is a prompt on a website that encourages users to take a specific action. This action could be anything relevant to the website's goals, such as signing up for a newsletter, making a purchase, or requesting more information. CTAs are designed to be clear and compelling, guiding users toward the desired behavior that aligns with the business's objectives.

Effective CTAs typically use action-oriented language that creates a sense of urgency or excitement, helping visitors understand what they should do next. For example, phrases like "Sign Up Now," "Get Started Today," or "Download Your Free Guide" serve to prompt immediate action, leveraging psychological triggers to increase user engagement.

In contrast, the other options represent different elements commonly found on websites but do not fit the definition of a CTA. Testimonials build trust and credibility, summaries provide information about services, and navigation menus help users find their way around the website. While these elements contribute to the overall user experience, none serve the specific motivating function of a CTA.