A "call-to-action" (CTA) is a marketing term that refers to a prompt designed to encourage an immediate response or engagement from the audience. It often appears as a button or link on websites, emails, or advertisements, urging users to take specific actions, such as signing up for a newsletter, making a purchase, or downloading a resource. CTAs are essential in guiding potential customers through the decision-making process. By using clear and compelling language, they help to create a sense of urgency or importance, making it more likely that users will follow through with the desired action.