What is a call to action (CTA)?

A call to action (CTA) is designed to prompt users to engage in a specific behavior or action that aligns with the goals of a marketing or content strategy. By clearly directing the audience towards an action—such as signing up for a newsletter, making a purchase, or downloading a resource—a CTA helps convert passive visitors into active participants.

In digital marketing, a well-crafted CTA can significantly influence user behavior by providing clarity on what the next steps should be. It may use action-oriented language like "Subscribe Now," "Learn More," or "Get Started Today," which motivates users to act immediately.

The other options, while relevant to various aspects of digital strategy, do not accurately define what a CTA is. For instance, engaging visuals and website analytics tools serve different purposes and strategies and do not focus directly on prompting user action, while an advertising strategy aimed at broad audiences may involve CTAs but is broader in scope and not specifically focused on direct user engagement.