A call-to-action (CTA) is a prompt that is used to persuade a website visitor or user to take a specific action, such as making a purchase, signing up or downloading materials. CTAs are an important part of marketing and advertising strategies and aim to increase the conversion rate of a website or campaign.

A call-to-action can appear in various forms, for example as text, a button or an image. It should be clear, appealing and easy to understand in order to attract the user's attention and encourage them to perform the desired action.