Call to Action: All The Concepts You Must Know

Call To action

The calls to action (CTAs) are always present in our day to day, and even not knowing what they are, you’ve probably seen one around and was impacted by the same, which led you to buy something or take any action that be. 

For those involved with marketing and advertising, especially in content creation, it is essential to know the term, because call to action makes a total difference in content and can be a decisive factor for conversion. 

But after all…

What is a call to action?

Or yet:

How to make a CTA that converts?

It is important that you know more about the concept and apply it in your day to day to get better results from your strategies and more people attracted to your business. 

In this post, you’ll learn what a call to action (CTA) is and how to apply it correctly to your publications and general content. 

In addition, you’ll see some practical examples of CTAs and understand how they can be more attractive. 

Check out!

What is call to action?

Call to action (CTA) is a phrase that means, in literal translation, call to action. 

But what does it really mean?

While reading a blog article, for example, or a post on social networks, you have certainly seen some phrase like “Learn more”, “Buy now” or “Visit our site”.

These most striking phrases are the famous calls to action. 

A call to action is when someone encourages someone else to do something. This can range from requesting an email, visiting, or contact number to generate a lead to visiting a website or purchasing a product / service. 

But it’s not that simple…

There are several calls to action you can make.  

They will be tailored to your digital goals and the characteristics of your audience – after all, they must convince your persona to take action. 

Each has a proper language and a key factor, which is the moment it is inserted into the content. 

The call to action serves as a link between the sales funnel steps, and it is through it that users are directed to the other funnel steps. 

The big question is: 

How to make a call to action the right way?

To do this, you should consider some factors, such as which platforms and content to place CTAs on and which content to redirect users to. 

That’s what we’ll talk about now. Check out!

How to make a call to action step by step

Now that you know what a call to action is, let’s teach you how to apply it correctly and what factors you should consider when structuring one. 

It’s not enough to just insert CTAs randomly. You have to put them at the right time, and besides, they need to be relevant to who is consuming your content, whatever it is. 

If CTA does not make sense in the user context, it will not bring good results and may even cause a negative reaction on people and damage the brand image.

As you can see, call to action is more important than many people think.

To help you out, here are some key things you should consider when designing a CTA the right way, ie some key factors for call to action success. 

1. Step in the buying journey

First and foremost, you should know at what stage of the buying journey the content on which to place the call to action was produced. 

Consumers go through a whole process before making the purchase itself, and this process can be broken down into a few steps. 

We call it the shopping journey, that is, the path a person goes through before making the purchase itself. 

At each step, the approach you will use should be different.

For example, a person who is reading an article about Content Marketing is not yet interested in buying a service related to the area, because they are still at the beginning of the buying journey and do not know what the concept is yet.

In order for her to buy the service in the future, she must first understand what it is about. 

In this case, for example, the CTA should be for other content that goes deeper into the theme gradually, until, in the end, the service itself is presented. 

That way you can naturally create the need for your product without presenting it for good.

And call-to-action serves as a link between content, to allow the person to advance on the buying journey and may lead to conversion as well. 

Being more subtle at first, but to encourage buying itself, at the end of the journey, a more impactful CTA is ideal. 

2. Know who you are talking to

Another essential aspect is that you know the audience your strategy is aimed at. 

Aspects such as social behavior, personality and others are essential to better understand the persona of your business. 

This way, you can more easily engage your audience and choose the right call to action for them. 

Therefore, when designing a CTA, you should consider, in addition to the content type itself, your persona’s preferences and interests. 

3. Set a call to action goal

Even making a simple call to action requires planning that aligns CTA with your goals and strategies. 

All planning is based on a goal to be achieved – and that includes the call to action.

The goal will depend on the needs of your business and how it can assist your strategy.

To help you set a goal, we’ve listed some of the top goals that a CTA can help you achieve.

Increase traffic to your specific blog or article;

Get a newsletter signup or download an ebook;

Increase traffic on landing page or institutional site;

Earn more likes, shares, and followers.

Anyway, the goals are many. You can reach them by asking users for likes, to follow your page or fill out a form, among many other tactics.

4. Call to action format

Another important factor to consider when creating a call to action is its format. 

You can use various styles and types of call to action to achieve your goals.

To make it easier to choose the format, we highlight the three main formats of a call to action that you can use:

Links: You can use links in a variety of ways, such as on a blog or email. They are very good for directing the user to other pages you want.

Buttons: Buttons are great CTAs; You can edit their designs to make them more attractive and use them in a variety of places, such as sign-up pages or simple blog posts.

Banners: This is one of the most widely used formats today as it is dynamic and you can make a complete CTA with image and text.

Where to place a call to action

Now that you know how to create your call to action the right way, you have to decide where it will be advertised. 

There are several places where you can promote some content or product, especially in the digital environment, where the platforms are endless. 

You should know some of the most commonly used CTAs platforms for more assertive and efficient calls to action.

Check out some of them below. 

Sites and blogs

CTAs on websites and blogs are essential and can open many conversion opportunities. 

There are several ways to use them, and they can serve many purposes.

For example, on blogs, it is common to find banners that indicate ebooks and other content to redirect the user to conversion. 

There are also internal links to other blog posts that are inserted into keywords that make sense throughout content.

Use calls to action on your site as well, asking users to sign up for a newsletter or redirect to other product descriptions. 

Social networks

It is essential that you participate in social networks to achieve a successful digital strategy.

Instagram, Facebook, Twitter, LinkedIn, YouTube, in short, are many social networks that you can join. They have millions of users and through them you can reach a large number of people. 

You can use CTAs on social networks to solicit likes, followers, visits to other pages, and more, boosting your profile on those platforms and gaining recognition.


It is essential that an ad, of any medium, physical or digital, has a call to action. Without it, even if the person is interested in your ad, they will not know what to do about it and what action to take.

That’s why ads are the perfect place to insert calls to action.

This encourages users to do something, and through it, you can create a sense of urgency in people too, for more conversion. 


Of course, the emails could not be missed. 

Emails are great ways to convert a new customer. 

With them, you can get closer to your persona and build personalized, personal communication with potential customers.

By doing so, your chances of trusting your brand and taking action increase significantly. 

And to further encourage this action, calls to action are essential. An email usually aims to direct the user to somewhere. For this to happen most efficiently, it is important that the CTA is entered correctly. 

Evaluate CTA performance

After applying your knowledge and spreading the CTA, do not be content with any results. 

Testing and modifications are important to finding the right call to action.

Therefore, analyze the performance of your CTAs and, if necessary, change some aspects to achieve better results in your strategy. 

After the changes, test again and see what worked or failed through analysis – small changes can make the difference between failure and success in some cases.

So, pay attention to the details and always follow what works and what doesn’t work. 

For this you can use various analysis tools offered on the web, simply choose the one that you find most complete and appropriate to your goals. 

Now that you know what a call to action is and how to use it the right way, try it out, see what works in your business, and don’t be afraid to make a mistake!

They are very important and can bring good results to your business, greatly impacting its performance.