A call-to-action (CTA) is a prompt or directive given to the audience to encourage them to take a specific action. It is typically presented as a button, link, or statement that guides users towards a desired outcome, such as making a purchase, signing up for a newsletter, downloading a resource, or contacting a business.

CTAs are essential for converting website visitors or social media followers into customers or subscribers. They serve as a clear and direct instruction, guiding users on what steps to take next. CTAs are strategically placed within content, landing pages, emails, advertisements, and other marketing materials to generate desired responses and drive engagement.