// definition

Call to Action (CTA)

A call to action (CTA) is the explicit instruction that tells your audience the single next step to take — for example, "Start your free trial," "Download the guide," or "Book a demo." In direct response marketing, every page and email should have one clear, primary CTA.

Why it matters for developers

A vague or competing CTA is one of the most common reasons good products fail to convert. Clarity beats cleverness: the easier and more specific the action, the more people take it.