A call to action (CTA) is a term in marketing that refers to a course of the desired action that a business wants its readers or audience to take. A CTA can potentially have a direct link to sales. It can direct a shopper to click on the buy button to complete the purchase. It can also navigate a website visitor into becoming a paying customer of a company’s goods and services. Companies can use CTAs to notify visitors about product updates by inducing them to subscribe to newsletters. An effective CTA is easy to understand and is followed immediately by a message from marketing.