What is the purpose of a call to action (CTA) on a website?

The purpose of a call to action (CTA) on a website is to encourage users to take specific actions. A CTA serves as a direct prompt for the user, guiding them towards intended behaviors such as making a purchase, signing up for a newsletter, downloading a resource, or requesting more information. By clearly outlining what the user should do next, such as clicking a button or filling out a form, a well-crafted CTA helps transform visitor interest into measurable outcomes for the business.

While other options may describe certain website elements, they do not capture the primary function of a CTA. For example, providing entertainment to users might enhance user engagement but does not drive specific actions towards conversion. Eliminating unnecessary content can improve the user experience but does not directly motivate visitors to engage with the site. Displaying company policies is important for transparency and trust but is not aimed at prompting immediate user action. The central focus of a CTA is its effectiveness in motivating user behavior, making it a critical component of an effective web design and marketing strategy.