What is: Call to Action

A call to action is a directive included in a piece of marketing content that encourages the reader to take a specific, immediate action.

Calls to action may be phrased as commands, such as “download now” or “subscribe today,” or they may be less assertive, such as “find out more” or “learn more.”

The goal of a call to action is to encourage the reader to take some concrete steps, such as downloading a white paper, signing up for a mailing list, or making a purchase.