What is a call-to-action (CTA)?
A call-to-action (CTA) is an instruction to web visitors. They are used to entice visitors to action, such as clicking on a button or banner ad. In B2B marketing, CTAs typically offer web visitors a valuable piece of content, a trial, or a demo.
By itself, a well-written CTA that is relevant to the surrounding context (ad, email, blog post, etc.) can result in a high quantity of clicks. But to earn high quality leads, the corresponding landing page must, too, be highly relevant and compelling.
For example, a “5 Tips for For Better PPC Click-Through-Rates” blog post may have a CTA that asks readers to download an ebook. But if that ebook is about billboard advertising strategy, the CTA won’t help generate high quality leads because it’s irrelevant to PPC marketing. The CTA is a gateway, and both sides of it must be connected.