What is a "call to action" (CTA) in design?

A "call to action" (CTA) is a crucial element in design that serves as a prompt to encourage specific actions from users. This might include actions like clicking a button, signing up for a newsletter, making a purchase, or downloading a resource. The effectiveness of a CTA often lies in its clarity and visibility; it should communicate what the user will gain from taking the action, making it essential for guiding users toward desired outcomes.

The importance of a well-designed CTA cannot be overstated, as it plays a significant role in user engagement and conversion rates. It is typically designed to stand out from other elements on a page, using contrasting colors and intuitive copy to attract attention and compel users to engage. By strategically placing CTAs throughout a digital interface, designers can create a seamless user experience that leads visitors toward taking meaningful actions that benefit both the user and the organization.