Call-to-action, abbreviated as CTA, is an action prompt on a webpage, email, ad, push notification, or any other assets that urge a user to take a specified action. CTAs are typically written as action phrases such as Subscribe Now, Sign Up, Register Now, Check it Out. They usually take the form of a hyperlink or a click button.

CTAs are also used to guide website visitors and potential customers to the next action. There’s no limit to the number of CTAs you should have on your website. However, there are limitations on email, push notifications, and other messaging channels. CTAs also help remove friction and enable website visitors to move down the marketing and sales funnel.