What is the primary goal of a call to action (CTA) on a website?

The primary goal of a call to action (CTA) on a website is to encourage website visitors to take a specific action. A well-crafted CTA directs users toward the next steps they should take, whether that is signing up for a newsletter, making a purchase, downloading a resource, or any other desired action the website owner wants them to take. This element is essential for guiding users through the website experience and ultimately achieving business objectives, such as increased engagement or sales.

While providing background information, showcasing customer testimonials, and enhancing visual appeal can contribute to a positive user experience, they do not directly prompt users to take specific actions as effectively as a CTA. The purpose of a CTA is focused and action-oriented, making it a crucial tool in digital marketing strategies.