// glossary entry

Call to Action (CTA)

What is a Call to Action (CTA)?

A call to action (CTA) is a specific prompt that tells the user what the next step in the engagement process is, usually in the form of a button, link, or prominent text. Effective CTAs describe the outcome (“Request a Quote”), not the action (“Click Here”). In B2B, a CTA never replaces trust, it only works if its relevance has been established beforehand. At Waterproof Web Wizard, we continuously test CTA copy, placement, and context before adopting variants as the standard.

// synonyms

  • CTA
  • Call to Action
  • Call to Action
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