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The secret to writing a call to action in a persuasive speech

Nancy Duarte

A well-constructed and delivered presentation changes minds and ignites action.

Yet, there’s a key part of a presentation that doesn’t get mentioned enough — the call to action or CTA — and, a clear CTA creates a  critical turning point in your presentation (or any other form of persuasive communication, too).

What is a call to action in writing?

The call to action in writing persuasive speeches comes right before the end of a persuasive speech where you clearly tell the audience a role they can play after they leave your talk. The CTA gives audience members concrete tasks to tackle, and these tasks must be completed in order to bring your ideas to fruition. And, it’s a key part of what makes your speech, persuasive.

An audience might be thoroughly gripped by your narrative and convinced to believe what you do — but if they leave not knowing what they are supposed to do with your ideas, your presentation will have been — essentially fruitless.

Because CTAs are such an important part of a presentation, it’s essential to make sure that the one you deliver lands with the people hearing it. The way to ensure that you write a call to action that persuades is to keep in mind that one size does NOT fit all — and you’ve got to tailor your CTAs.

People respond to different types of calls to action based on their:

• Temperaments
• Daily activities

So it’s important to get to know who is in your audience before you decide how you’re going to deliver their post-talk “to-dos.” Once you do, you can ensure your persuasive call to action actually gets a response.

Understanding your audience involves empathy. To get started easily, download our free Audience Needs Map ™. It’ll help you figure out and analyze the best persuasive calls to action for your presentation so that it concludes with success.

Start with your audience for your call to action speech

Before writing your calls to action in your persuasive speech, you need to think about your audience. What is their make-up? What makes them tick? In most presentations, there are four distinct skills your audience has. Remember these as you write your calls to action:

• Influencers
• And Innovators

To get your audience to act, your CTAs have to strike a chord and make sense with the skills they bring to the table. Taking action will seem natural for them when they can respond with an action that resonates with them. Audiences have a mix of all these skills, and you should appeal to each of them in your presentations . Let’s break this down.

4 call to action examples in persuasive writing

1. getting doers to do something.

Doers are the worker bees of an organization. They are the ones that hear what needs to get done — and then do it. Doers don’t shy away from physical tasks, and have the ability to round up the troops to inspire action in others, as well. Doers make an organization run day in and day out.

If you’re speaking to doers, you’ll want to craft your CTA so that it includes action words that clearly explain what the doers should do. Some examples of call to action language for them involve asking them to:

2. Motivating suppliers to share

Suppliers are usually not as action-oriented as doers. However, they have a lot of resources at their disposal — like money, manpower, materials, etc. Because of the amount of resources they have, suppliers have the means to help people move forward. They can get you the resources you don’t have yourself.

Suppliers in your audience may be execs who could give you staff — or, investors who are trying to decide whether they want to put their money into a venture — or not.

To appeal to suppliers, you need to use different words than you would with the doers, since they’re not the ones that are going to be hitting the ground running to complete tasks. Instead, you’ll want to ask them to share their resources.

You may want to use words like:

These can help to appeal to the fact that they have something to give in order to make a change happen.

3. Influencing on your behalf

Influencers have the  power to sway . They can change the minds of individuals and groups — large or small. Influencers are the people who mobilize others. They also evangelize ideas, and they know how to get people to change their beliefs and behavior.

Many influencers are leaders and others look up to them and follow their advice. Influencers can also be people in the spotlight, who people tend to model after — like celebrities or public figures.

When you craft a call to action for an audience of influencers, you want to appeal to their ability to inspire other people. Great call-to-action phrases for influencers include:

Many have social channels where they can share with others what you need for your idea to become reality.

4. Inviting others to innovate

The last type of audience member is the innovator. Innovators are people who can think outside-of-the-box when they hear an idea, and then think of ways to modify that idea. Innovators have outstanding brains in their heads. They can dream up strategies, clarify perspectives, and invent products. These people can generate something new where nothing existed before.

Anybody can be an innovator. But, often, innovators are founders of companies or creators of new products. They can be engineers, artists, or entrepreneurs, and they typically handle fewer of the day-to-day tasks and more of the conceptual work.

To get support from an innovator, appeal to their ability to create things. The best call-to-action phrases for innovators include:

• Offers to invent

You want to spur an audience of innovators to leave, ready to make something new.

Don’t end with your call to action

Appealing to what motivates various audience members is important to inspire action. However, to make sure your well-tailored CTAs land, you shouldn’t end with your call to action. Nobody ever wants to simply be saddled with a lengthy to-do list.

Instead, after you deliver your CTA,  paint a picture of what is going to happen for audience members once they complete the requested action. I call this the new bliss in my Resonate® workshop. Throwing out a CTA creates curiosity for listeners; they want that curiosity satisfied by understanding what will happen after the action is over. This satisfaction — and a picture of what the future could look like — will inspire people to act.

Alfred Chuang, founder and CEO of Magnet Systems, recently delivered a  UC Davis Commencement speech  that contained an example of a powerful CTA that described what would happen if listeners chose to act. Chuang encouraged the audience of engineering graduates to keep working on innovative projects.

He ended: “A new world is on the horizon. And it will be more incredible than any of us can possibly imagine. Our greatest innovations are ahead of us, not behind. But we need great engineers to build that world for us. And that’s you. We need you to not give up. Ever. We need you to finish your projects. Done, done, done … And we need you all to be a little insane.”

If you deliver a presentation that is gripping and empathetic, you’ve almost delivered the perfect presentation . All that’s left is including a CTA that clearly explains what listeners could do to help push your idea forward — and an ending that paints a picture of what the world will look like if they help. Then, you can leave your presentation knowing that you’ve delivered a talk that’s going to move people to act.

To learn more about crafting and delivering persuasive presentations, take our Resonate® workshop . And to have us build a persuasive presentation for you with a strong and clear call to action, inquire about our Agency services today.

This article was originally published on August 2, 2017. It has been updated in August 2024 for relevancy. 

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7 Call to Action Examples You Have Never Seen Before

At great risk to my sanity, I went online with the intention of finding as much advertising as I could.

The goal: to find call to action examples (CTAs) that were fresh, original, unique, and compelling.

My discovery: Almost everyone is using generic CTAs. Safe, boring, and forgettable. The 7 innovative call to action examples I found made those brands stand out immediately.

Your opportunity: By changing 2-3 words of a call to action, brands can stand out in a small way from the hopelessly ordinary competition.

Less than 0.00001% of CTAs Are Unique

This is not a scientific number. I came up with it out of spite after an exhausting search.

Refresh the examples in a listicle about calls to action, my editor said. 

I thought this was going to be easy.

It was a nightmare. 

Websites for brands large and small were universally boring in terms of calls to action. The most tantalizing offer I could find was usually “Free Trial”, which brought me to a page with miles of fine print. 

I thought maybe the aggressive pay-per-click advertisers would put together some compelling calls to action. Nope. The name of the game there is using every conversion hack at once. 

Here’s a typically boring call to action example that most people are using :

I think this offer hits every cliche tactic: the ticking clock, a warning emoji about sell-out risk, money-back guarantee, a steep discount, etc.

Then I tried social media, which was even worse. Facebook gave me nothing in the way of an inventive CTA. Absolutely nothing.

I checked Reddit–as always, a wonderful place, just not for buying things.

On X (fka: Twitter), I was hoping to find some good scammy infoproducts, maybe some clever hardsells. But I was disappointed. I could have made a full quilt that spelled out “unoriginal” with all the thread emojis inviting me to click and read a tweet-storm. Here’s why that trend is played out: 🧵/23

My wife told me that TikTok has been ruined by advertisers and influencers–so I was really excited about that. This is where the real ingenuity must be. 

Nope. It’s a simple SHOP button that overlays influencer videos. That’s it.

But in the end, I prevailed. I found 7 examples of brands actually trying something new with their call to action. They used this small detail to support their brand image or speak to their audience.

7 Truly Unique Call to Action Examples

1. cloudflare.

“Under attack?”

That is a viable button you can click on Cloudflare’s site. 

I love it. 

Cloudflare has positioned themselves as a cybersecurity version of calling 911 when there’s an intruder in your house. And they did it using two words, a question mark, and a construction-zone orange button in the navbar.

I assume the majority of people who click that button are like me: not currently under attack, but curious about what the next steps would be if they were.

I wanted to learn more because of the clever call to action. If the button had said Learn More, I never would have clicked it.

2. Backcountry

The online outdoor retailer Backcountry hires the people who stay up around the fire fighting about which hiking stove weighs less. You know the type: Gearheads.

This is a huge selling point for Backcountry. When people buy kayaks, avalanche beacons, and so on, they really want to know that this gear works.

Call a Gearhead. Text a Gearhead. These are creative, on-brand calls to action nested in a familiar dropdown menu.

You have a question about climbing rope? Now you are talking with a woman who climbs 3 times a week. 

3. LINGs CARS.com

This is actually a fairly tame example of the calls to action on LINGsCARS.com , one of the most successful car leasing services in the UK. 

Ling broke every rule of web design to bring us this masterpiece. I know neons are in right now, but most people aren’t using all of the neons, at once, with a paisley background. 

CrazyEgg will lock me out of WordPress if I actually recommend a call to action that includes three Order Now buttons that blink at random intervals. So I am not going to do that.

I will say with 100% certainty, however, that I have never seen call to action examples quite like this ever before. 

4. Niki Whittle

Niki Whittle is an online personal stylist who has helped thousands of clients find joy instead of anxiety at the prospect of getting dressed and going out into the world.

The text of her CTA button speaks directly to that goal: Help me enjoy getting dressed!

If you swapped out Niki’s personalized text for a basic “Find Out More” button, I think the call to action would suffer. 

Her choice of text is intimate. No adult is going to ask for help getting dressed unless they fully trust the other party to understand where they are coming from. The way that Niki has framed the call to action shows that she understands. 

Due to California regulations, the beverage brand Ceria couldn’t exactly say what their new product was. With the help of the marketing agency Mother, Ceria found a clever way to get their audience to connect.

The call to action they used was a Spotify playlist people could download by scanning a barcode styled like the familiar Spotify audio waveform.

There’s a cool story behind this ad campaign, which appeared online and in-print in California. 

I’m not going to rehash it here because you should go visit the site of the people who did the work , not hear about it third-hand, looking at screenshots I took while I was way behind schedule writing this post.

6. AllTrails

Have you ever seen a limited time offer that isn’t pushy?

AllTrails nails it with this email they sent me. If I go outside, this weekend only , they’ll plant a tree on my behalf.

It’s a positive push, encouraging me to do something for my health, and it won’t cost me a dime. Until AllTrails called me to action, I just had weekend plans. Now I am saving the forest. 

The invitation to “Join In” isn’t super original, I know, even with those cute little tree icons.

But the call to action is social. It’s not “Register” or “Find out more”, it’s about connecting with other people. AllTrails has 50 million users. This is a real community, and AllTrails is smart to frame it that way. 

7. Avocado Green Mattress

Avocado Green Mattress has upcycled bedroom furniture people can buy to complement their organic mattresses.

The call to action is “Shop Zero Waste” is a clear call to the type of buyer who is willing to pay a premium to minimize their impact on the environment. “Shop” would work, but it doesn’t highlight the key selling point of their furniture.

It’s a small detail, but most people buying online have 5-7 tabs open. I know I do. With buyers scanning all these different sites, I think it makes sense to foreground your unique features in the button text.

More Call To Action Examples

Here are some twists on classic calls to action. I can’t say I’d never seen these types of tactics before, but the following examples are well done.

The call to action text speaks to the audience, aligns with the brand image, or is simply more inviting than a generic “Try Now” button.

Kati Curtis Design

Kati Curtis Design opted for a slight variation on the Get In Touch call to action by including her name. 

I’m not going to belabor the point about what’s going on here, but this slight personalization will absolutely stand out.

I think this is a good idea if you are the face of your business as opposed to a brand. “Get In Touch With The Owner” could work, too.

Havenly is an online interior design service company. I liked the invitation for customers to “Find Their Style.” 

They could have stuck with “Learn More” or “Book a Consultation,” but those aren’t personal at all. Those are also fairly passive calls to action, versus “Find Your Style,” which is much more active.

Birchbox , the popular cosmetics subscription box opted to use an invitation style call to action:

“Build Your Box”

It’s intuitive, on-brand, and crisp. 

One issue people have with subscription services is that they get products they don’t want. With this short call to action, Birchbox is countering that objection by offering their customers an active role in building their own box. 

Art & Logic

Art & Logic is a software development company with an approachable call to action.

Yes, they decided to go with “Let’s talk about your project” instead of something sterile or gimmicky.

Building custom business software is insanely complex, but Art & Logic makes the next steps as easy as possible.

Make your website better. Instantly.

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5 Keys to End Your Speech with a Great Call-to-Action

Yet many speakers miss a fantastic opportunity with a call-to-action that is wishy-washy, hypothetical, or ill-constructed. Even worse, some speakers omit the call-to-action entirely.

A poor call-to-action undermines the effectiveness of your speech; a great call-to-action stirs your audience to act enthusiastically.

In this article, we reveal the qualities of a strong speech call-to-action which will lead your audience to act.

What is a Speech Call-To-Action?

A speech call-to-action is an explicit appeal to your audience to take a specific action following your speech. A call-to-action is most often made at the conclusion of a persuasive speech.

“ If you have been persuasive and your audience is emotionally invested, the best time for action is now. ”

For example, you might call on your audience to…

• … adopt a new business process
• … sponsor an event
• … attend an event
• … fund a research initiative
• … register to vote
• … join a club
• … train for a marathon
• … read out loud to their children
• … donate money to a charity
• … travel to Saskatchewan
• … buy a fire extinguisher
• … eat more vegetables
• … use public transit

Guidelines for a Strong Speech Call-to-Action

Your call-to-action and your approach to delivering it may vary according to your audience and your speaking style. While there is no rigid formula, there are a number of  guidelines which will improve the effectiveness of your call-to-action.

• Make your call-to-action clear and direct.
• Have your audience act quickly.
• Lower barriers to action.
• Focus on benefits for your audience.
• Customize your call-to-action for each person.

1. Make your call-to-action clear and direct.

Don’t hint. Don’t imply. Don’t suggest.

It’s not a whisper-to-think-about- action; it’s a call-to -action.

Use direct language, and eliminate wishy-washy phrases.

• Instead of “Maybe you could think about joining…”, say “Join…”
• Instead of “It would be good to train for…”, say “Train for… “

Don’t assume that your audience will “figure out” what needs to be done. (I have made this mistake in the past and regretted it.) If members of your audience walk out of the room thinking “Wow, this sounds great, but I’m just not sure what to do…”, your call-to-action was not clear enough.

2. Have your audience act quickly.

If you have been persuasive and your audience is emotionally invested, the best time for action is now. The longer it takes to initiate the action, the more likely that your audience will lose motivation.

So, an ideal call-to-action is one which your audience can act on immediately, perhaps even before they leave the room. If this isn’t feasible, then aim for actions which can reasonably be completed (or at least started) within hours or a day or two.

3. Lower barriers to action.

To help your audience act quickly, eliminate as many (trivial or non-trivial) barriers as you can.

For example, ask the following questions about your audience.

• Do they need to sign up? Bring forms and pens and pass them out.
• Do they need to read additional information? Bring handouts, or copies of books, or website references.
• Do they need approval before they can act? Make the first call-to-action to organize the meeting with stakeholders.
• Do they need to pay? Accept as many forms of payment as possible.

A common psychological barrier is the perception that the suggested action is too big or too risky. This is a legitimate concern, and is often best handled by dividing the call-to-action into several small (less risky) actions.

For example, “train for a marathon” may be too large of a call-to-action for a non-runner. A better call-to-action would be to join a running club or train for a shorter race.

4. Focus on benefits for your audience.

“ A poor call-to-action undermines the effectiveness of your speech; a great call-to-action stirs your audience to act enthusiastically. ”

Always frame your call-to-action in the audience’s best interest.

For example, don’t say this:

• What I’d really like you to do is…
• It would make me so happy if you…
• My foundation has set a target of X that we can reach with your help…

Making you (the speaker) happy is (probably) not highly motivating for your audience.

Instead, say this:

• Build your financial wealth by…
• Make your community a safer place to live for yourself and your children by…
• When you volunteer, you build your skills and gain valuable experience…

Surround the call-to-action with a description of how their lives will be improved when they act. Paint a prosperous vision.

5. Customize your call-to-action for each person.

Audiences don’t act; individuals act. Rather than addressing the group as a whole, focus your call-to-action on each individual in your audience.

Suppose your goal is to have a new business process adopted. Each individual in the room may play a different role in accomplishing this.

• For the person who controls the budget, the call-to-action is to allocate the necessary funds.
• For the personnel manager, the call-to-action is to delegate staff to work on the initiative.
• For others, the call-to-action may be to attend in-depth training about the new process.

Audience analysis is critical . If you know who is in your audience, and understand their motivations and capabilities, you will be able to personalize the call-to-action for them.

Put it into Practice

By working on the planning and execution of the call-to-action in your speeches, you’ll become a more persuasive and effective speaker.

Look back to your last persuasive speech.

• Did you make a clear and direct call-to-action?
• Was your audience able to act quickly on it?
• Did you make an extra effort to lower barriers to action?
• Did you highlight the benefits for your audience?
• Did you address individuals rather than the group with a personal call-to-action?

If the answer to any of the above questions was “no”, then how could your call-to-action have been improved?

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11 comments.

This is a great article. I found in it very useful tactics. thanks a lot.

Brilliant!… can’t wait to put into action. thank you

I really like your tips #3 & 4 about focusing on audience benefits and lowering barriers to action.

Not sure how the tip about personalising the call-to-action should work though. Might you have (say) 3 calls to action if there are 3 decision-makers in the audience?

Very useful to my line of work. Thanks. Keep it up

What would be a good call to action for drug abuse?

Thank you, I found this very helpful in some situations. I definitely recommend this.

My teacher sent me here It really helped. Thank you for taking your precious time to make something to help others even though you didn’t have to. It is very much appreciated

Thank you soooo much it really helped me on my essay for school thank you so much .😊😊😊

I am working on reframing a call to action for a speech THANK YOU for the help ahead of time

How do you write a call-to-action about global warming?

I appreciate your six minute articles Thank you

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5 Steps To Writing an Effective Call to Action (With Examples)

Table of contents

Laura Jane Bradbury

An effective call to action (CTA) encourages content engagement, converts visitors into leads, and helps people discover your business. It should offer value to the reader and explain what to expect from taking action. 

If a CTA doesn't have a clear message, feels too generic, or isn’t aligned with your audience’s concerns, readers won't act. This could cost you potential customers and income. 

As a professional copywriter with six years of experience, I’ve helped many small businesses reach their goals through calls to action. Here, I'll share the best practices for writing persuasive CTAs.

Key Takeaways

•  A call to action encourages readers to engage with your content, purchase a product, and learn more about your brand.
• It should be short, direct, and enticing. Use action verbs to motivate people to act.
• Ensure you clearly explain the value your audience will get from following your CTA.

Examples of great CTAs and why they work

Below are five CTA examples from high-profile businesses. We'll look at why they work, and what techniques you can apply.

Semrush: Use persuasive language

Cta: “get a free trial” .

Blog posts are a great place to put a CTA, as readers are already interested in the topic and more likely to respond to your suggested action. Engaging and relevant content can also lead to higher clickthrough rates, helping more readers learn about and interact with your business.

Semrush provides a great example of how to write a good call to action in a blog post. After sharing a detailed guide on search engine optimization (SEO) for blogs, they suggest readers sign up for a free trial to begin implementing SEO. Putting the CTA at the end of the post lets readers consume valuable information before discovering how to apply it.

The CTA works because:

• It includes the action verb “Get” — grabbing the reader's attention.
• The CTA is clear and eye-catching: The yellow box separates it from the post's content, while the purple highlights the specific action to take.
• The CTA text highlights the value for the reader immediately : The trial is "free" and Semrush conveniently provides "everything" in "one" place, so busy entrepreneurs and marketers don't need to jump from tool to tool.

Here are some action words and phrases (in bold) to consider for your own CTA. Play around with them and see what works best: 

LOOKFANTASTIC: Create urgency

Cta: “hurry, this offer is for today only”.

There are many CTAs you can use on social media . If you want to increase engagement, for example, you can ask people to comment on, like, or share a post. In this case, LOOKFANTASTIC wants to encourage its followers to shop a specific brand on its site.

• It offers an incentive — 25% off. 
• The use of "Hurry" and “TODAY only” creates urgency : This motivates customers to take advantage of the offer before it's too late.
• LookFantastic addresses the concerns of its customers : The text highlights that the products are "skin-loving."

Career Contessa: Offer an incentive 

Cta: “i’m so in”.

Email newsletters can build customer relationships, drive sales, and be an effective digital marketing channel. However, people are increasingly less willing to share their email addresses.

To encourage people to subscribe, Career Contessa has created a signup form in the middle of its homepage. This gives readers a chance to see what the newsletter is about and what type of content they can expect.

Notice how the CTA banner is clear and concise, explaining what people will receive by signing up.

• It uses language that's relatable to its audience: The site’s young, female readers will identify "Level up" as advancing their careers.
• It makes people feel included : "I'm so in" creates the feeling of joining an exclusive group or club.
• There’s an incentive to join : The text offers readers "a shortcut to success." 

Uniqlo: Consider the buying stages

Cta: “learn more” .

Customers want to know what they’re signing up for before downloading an app. Uniqlo knows this and tells their customers exactly what to expect from their new app. So, rather than telling people to “Download now,” the CTA suggests readers “LEARN MORE.” 

• It’s short and direct , making it easy to understand and follow.
• Customers understand the value — the accompanying illustrations and copy convey the benefits of the app.
• There’s lots of action verbs — “Get”, “Download”, “Sign up”, “Scan + Shop”.

Tip: Before adding a CTA, consider where your customers are in the buying stages. While a regular buyer may instantly click to “shop now,” a new customer may need more information. New products might also require additional context in order to help customers understand their value.

New York Magazine: Use bold visuals

Cta: “subscribe now” .

Most consumers prefer a brand to contact them via email . New York Magazine is a great example of how to write a call to action for email,. You’re immediately drawn in by the newsletter’s image emphasizing that it’s the “LAST CHANCE” to take advantage of its offer. 

This encourages readers to take action by triggering the fear of missing out. The publication then describes all the benefits of joining — including its free tote bag — to entice users to click the “SUBSCRIBE NOW” button.

• It creates urgency: “SUBSCRIBE NOW” emphasizes that you should take action immediately.
• The accompanying text is descriptive: “award-winning,” “exciting,” “fresh,” “sharp.” These adjectives suggest the content is unique and high quality, helping convince readers that the magazine is worth investing in. ‍
• The CTA is visually bold: The black button stands out against the white background and contrasts with the colorful main image.

5 key elements to include in your CTA:

Based on the above examples, here are five critical aspects of a great CTA to include in your own:

1. Use simple and direct language

‍ This ensures people understand the desired action. For example, “Subscribe now” is easier to follow than “You can subscribe now by clicking this link.” Make sure the accompanying text promoting your CTA is clear and easy to read .

2. Provide value to your readers

‍ Who is your target audience and how can your CTA solve their concerns? Will a discount code save them money, or can you offer useful expertise and advice? Demonstrate exactly what your CTA will deliver and how.

3. Create a sense of urgency

‍ Include phrases like “limited time offer” and “for today only” to motivate users to act. Pair these with action-oriented words like “subscribe” and “download” to encourage a particular action.

4. Consider your target audience

‍ While “Visit this link” may suit a formal, professional audience, “Check out this link” works for a younger demographic. Be sure to use language and a tone of voice that your customers will understand and relate to.

5. Make your CTA stand out

‍ Your CTA should be eye-catching and easily noticeable so your audience doesn't scroll past it. Use contrasting colors, emojis, bold fonts, and buttons to draw people in.

How AI can help you write better CTAs

Now you know how to write a great call to action, let’s look at how Wordtune’s AI tools  can speed up the process.

Shorten text without losing the meaning

A call to action needs to be short and direct, succinctly telling the reader what action to take. Many CTAs are also written on a button, meaning you can only use a few words.

Using the Shorten button in Wordtune Editor can help you create a punchy CTA.

Get Wordtune for Free > Get Wordtune for Free >

Click on the sentence you would like to edit, and press Shorten . The Editor instantly generates alternatives. Notice how Wordtune’s suggestions are more direct, making them easier to understand. 

Find alternative words

Whether you’re stuck on which action verb to use or you want to make your CTA’s benefits more descriptive, Wordtune can provide suggestions. 

To find alternative synonyms, highlight a particular word and click Rewrite , Casual , or Formal . In this example, I wanted a casual tone for social media, so clicked Casual to generate a list of alternative, informal words.

Use prompts to generate text

Wordtune's Create tool can help you brainstorm and plan your CTA copy.

To generate text, click Create and type in your prompt — no more than 1,000 characters.

AI Prompt: Create persuasive copy to entice customers to download our app to receive 10% off, with a direct call to action.

Using this prompt, Wordtune quickly created an enticing paragraph for me: 

Wordtune can generate a specific CTA — “Download our app now” — which can be made into a CTA button. It can also create accompanying text to entice readers. Using the AI-generated copy, you can choose individual sentences to include such as, “With just a few clicks, you can browse our wide selection of products.”

Adjust tone of voice

In addition to suggesting synonyms, Wordtune’s Casual and Formal buttons can alter sentences to match your desired tone.

Here, I clicked the Formal button. In response, Wordtune removed the contraction “you’ll” and made its suggestions more direct, precise, and easy for readers to consume. 

Conclusion:

A powerful call to action encourages readers to act, whether that’s by engaging with your content, buying your products, or learning more about your services. This can increase website views, sales, and bookings.

Keep your CTA short and direct, explaining in simple language how it will provide value. Ensure the tone aligns with your target audience, and create a sense of urgency to motivate readers to act quickly. Help your CTA stand out against your text by using contrasting colors, emojis, and bold fonts. Follow these simple steps and you’ll be writing eye-catching CTAs in no time.  

Want to learn more? Check out our guides on how to create an effective tone of voice to reach your target audience and how to boost readability to write clear, succinct CTAs.  

What type of content should include a call to action?

Any content can be an ideal opportunity for a CTA. From social media and blog posts to landing pages, ads, emails and videos. 

Where should you place a call to action?

Calls to action are typically placed at the top, bottom, or side of a webpage. Take into account what your readers need to know before acting to find the best placement. For example, place a discount code at the top of your homepage. Or, if you want readers to share your content, it’s best at the end of the page. 

Can you use multiple calls to action on a webpage?

With care, multiple calls to action can be used on the same webpage. For example, ask people to subscribe to your email list via a button while also adding a link to download an ebook. The key is to ensure your calls to action are spread out and organized in a way that doesn't overload the reader. 

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How To Write a Call to Action That Works [Tips + 6 Examples]

Ready for your marketing campaigns to actually drive results? We’ll show you how to motivate your audience with a killer call to action.

Table of Contents

You know how they say a closed mouth doesn’t get fed? If you want someone to do something, you gotta ask for it. Writing a killer call to action (CTA) is one strategy to get what you want.

Whether you’re trying to get people to buy your products, sign up for your emails, or join your cult, crafting the perfect call to action is essential for success.

But how do you write a call to action that stands out from the crowd and actually drives results? In this blog post, we’ll show you how to motivate with some powerful examples of moving calls to action and tips on writing them yourself.

Bonus: Download a free guide to social advertising and learn the 5 steps to building effective campaigns. No tricks or boring tips—just simple, easy-to-follow instructions that really work.

What is a call to action?

A call to action is a word or phrase that prompts action. It is a marketing term to describe urging your audience to act in a certain way.

A call to action can appear as a clickable button or simply as a piece of text. Call-to-action buttons and phrases can appear at any place in the user journey that you want to direct your audience.

Let’s say you’re trying to sell a pair of shoes on Instagram, and you’re crafting clear social media CTAs . You might have a call to action at the end of your social post caption that says, “Click the link in our bio.” The link in your bio could lead to a product page with information about the shoes on it. The call to action on this page would be an “Add to shopping cart” button.

CTAs aren’t just for social media. They can also appear in emails for an email marketing campaign, on paid ads, at the end of a blog post, and on landing pages.

CTAs are common in print marketing, too — think billboards or flyers that scream “Call Now!”

Examples of common CTAs

You’ll see plenty of CTAs around, but there are a few tried and tested phrases on repeat.

These common CTAs are uncomplicated phrases that tell your user exactly what to do and what they can expect once they follow through. There’s power in simplicity, which is why you’ll see these words used over and over again.

Some of the most common CTAs are:

• Try for free
• Add to cart
• Get started

Why is a good CTA important?

A well-crafted call to action serves as a bridge or a well-lit path. It guides your user where you want them to go. Which, if your business plan is in the right place, will be toward your goals.

A strong CTA will grab customers’ attention and incentivize them to take the decisive step necessary to achieve their goals. Effective CTAs give customers confidence in your business. They can communicate security, trustworthiness, and convenience, all of which can increase conversions or drive traffic where you want it to go.

Calls to action can also combat decision fatigue. When someone has too many options, they can become overwhelmed by choice. CTAs can help cut through decision confusion by giving your reader a direct command. Now, go read the best practices for creating effective CTAs.

Best practices for creating effective CTAs

Much like cutting your bangs, there’s a right way and a wrong way to go about creating CTAs. You’ll need to consider things like copywriting, design, visuals, and placement on a webpage.

It might seem like a lot, but we’ve got you covered with the handy best practice list below!

Make it concise and clear

The CTA should be concise and lay out a clear request for the customer, whether that be for them to join a mailing list or purchase a product or service. Don’t write your reader a paragraph with the CTA buried within it; you want them to be able to immediately know where they should go.

Source: Squarespac e

Make it visible

People don’t scour your web page. They don’t read every word, and they certainly don’t like searching for something. If your CTA isn’t immediately obvious, you will lose your viewer’s interest in seconds. Remember, a competitor is likely doing the same thing you are, and your customers are spoilt for choice.

Make your call-to-action buttons or phrases clearly visible on your page. You can tailor your imagery or site design to point to the CTA for added visibility. Take Fashion Nova, for example. Here, the banner model’s body points toward the Shop Now CTA.

Source: Fashion Nova

Use white space

A great way to make sure people can see your CTA is to surround it with white space.

Don’t be scared of white space on your website! It allows your viewers to breathe in between content and can highlight important information.

Surrounding your button CTA with white space makes it pop.

Source: West Elm

Use contrasting or bold colors

Stop signs are red for a reason. They pop out among cityscapes or the countryside because that bright, arresting red isn’t at risk of blending in. Do the same for your CTA button colors.

Keep in mind that you shouldn’t veer away from your brand colors. A secondary brand color can do the job well. (And if you want to know more about brand colors and a consistent style guide , we’ve got you covered.)

Source: McDonald’s

Have well-considered page placement

Where you place your call-to-action buttons matters a great deal. You want to consider the natural flow of your user’s journey. You’ll have some users who immediately want to get shopping or head to the next page, and you’ll have users who want to scroll through your landing page before moving on.

A call to action should be placed under your header and at the bottom of your page. You want to capture people immediately (if they’re willing) and give those who need a bit more time another opportunity to hit that CTA at the bottom.

Source: Squarespace

Write benefit-forward supporting text

Supporting text is the content that comes before or in between your CTAs. It can be blog content, email body copy, the text on your website, or any copy that supports your CTA.

This extra information is your opportunity to show your audience the benefit that befalls them when they click your CTA.

For example, maybe you’re trying to get an audience to sign up for your email newsletter. If you want to convince people to hand over their email addresses, you’ll have to tell them what that newsletter will do for them.

A copywriting newsletter might say something like, “We sift through thousands of copywriting samples and pull only the best for you to repurpose for your own use. Plus, we tell you exactly why they work, so you don’t have to spend time puzzling through strategy. Impress your clients, save time, and look like an expert. Sign up today.”

The supporting copy highlights benefits so the call to action feels extra compelling. The reader knows exactly what to expect when they sign up for the email newsletter and how it will benefit them.

Create thoughtful copywriting

Aside from benefit-forward supporting text, the rest of your copywriting needs to be on point. Everything, from your site headers to your social posts, needs to be in your brand voice and speak directly to your audience.

Don’t forget to pay attention to the language you’re using both in and around your calls to action. Powerful words strike a chord with your audience’s emotions. White-hot CTA copy is an explosive way to skyrocket your ROI. (See what I did there?)

That being said, don’t confuse your audience. While your surrounding text can be full of powerful language, your CTAs need to be clear so your audience knows where they are headed. “Take the Quiz” or “Shop Now” gives your audience everything they need to know about where the button leads.

Source: Qunol

Test, test, and test again

The only way to really know if you’re using the best version of your CTA is to test it. Running A/B tests on your calls to action will show you which strategy performs the best.

It’s a simple method: You change one element (like your copy, placement, or colors) and let it run for a set amount of time. Then, see how it compares to the previous version.

6 great call-to-action examples

Now that you know what to do, it’s time to check out what others are doing! Get inspiration for your next CTA from the examples below.

Oh, how we love a good mystery! Whether it’s a cheesy crime drama or a surprise gift from a company, there’s something about not knowing what you might get that is just so enticing.

Glossier’s “It’s a mystery!” CTA makes us itchy to click that button just to see what’s on the other side.

Source: Glossier

Article uses color to its advantage with the website’s call-to-action buttons. Their secondary brand color is a bright coral, which you can see is used for the “Add to cart” CTA button.

It’s clear, eye-catching, and concise, everything a great CTA button should be.

Source: Article

Coco & Eve

Coco & Eve’s email marketing campaign uses a discount code as a CTA. Who doesn’t love saving money? Incorporating your discount code into your CTA is a clever way to get people to click.

Source: Coco & Eve’s email campaign

While this strategy worked well in Coco & Eve’s email campaign, they ran into CTA limitations on other platforms, like Facebook. If you’re advertising on LinkedIn or Facebook, you’ll know that the apps force you to use a set of standard CTA copy on the buttons.

While this poses some limitations, you can still add supporting text that motivates your audience to click. Below, Coco & Eve included the discount code on the imagery instead, which is just one of many clever ways to go about Facebook advertising .

Source: Coco & Eve on Facebook

Twitter’s “Tweet” CTA uses its own brand-specific language. Before the rise of social media, if you had told someone to tweet something, you’d be met with a blank stare. (We’ve come since 2006, truly.)

To do this yourself, just create a globally-used platform that makes birdsong synonymous with snippets of thought. Easy.

Source: Twitter

Tushy uses social proof as supporting text in its Instagram story ad . The “100,000+ 5 Star reviews” statement below serves to motivate others to grab a Tushy. Social proof is one of those marketing tactics that just works. People look to other people to determine what’s hot and what’s not.

Social proof works a lot like the bandwagon effect , a kind of cognitive bias. The bandwagon effect is pretty much exactly like it sounds; when a majority of people like or endorse something, it’s often picked up by others. And, with 100,000 5-star reviews called out, Tushy is using the bandwagon effect to its full advantage below.

Source: Tushy on Instagram

NatGeo dangles a free trial in its Instagram ad, one of many effective call-to-action ideas you can shamelessly steal. Although, when so many people are doing it and finding success, is it really stealing?

Source: NatGeo on Instagram

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Colleen Christison is a freelance copywriter, copy editor, and brand communications specialist. She spent the first six years of her career in award-winning agencies like Major Tom, writing for social media and websites and developing branding campaigns. Following her agency career, Colleen built her own writing practice, working with brands like Mission Hill Winery, The Prevail Project, and AntiSocial Media.

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• 17 Call To Action Examples (+ How to Write the Perfect Social CTA)

October 21, 2022 46 Comments Mark Quadros

A call to action can make or break the success of your social media campaign. If you use the right words, your CTA will inspire your audience to take action — click on your ad, download your ebook, add an item to cart… you name it. On the other hand, if your CTA isn’t catchy and persuasive, your audience will simply scroll past without noticing it.

Keep reading to learn everything you need to know about social media calls to action : what they are, what makes a CTA successful, and how to craft a persuasive CTA for your next campaign. We’ve also included 17 call to action examples (from social media and beyond) to get you inspired. That’s right: we’ve also included great examples from email campaigns and landing pages — because a good CTA is a good CTA, regardless of where it’s placed.

Let’s jump in!

What is a call to action (CTA)?

A call to action (or CTA) is a text prompt designed to inspire the target audience of a marketing campaign to take a desired action. For example, a call to action can encourage people to click on a link, leave a social media comment, visit an online store, make a purchase, etc.

A call to action can take up different forms:

• Plain text with no link

“Buy Now” or “Download Now” are typical examples of simple calls to action.

But a CTA can run longer, too, such as “Subscribe today so you’ll never miss a post.” The possibilities are endless.

Call to action examples from AdEspresso

A good CTA can help with decision fatigue and give meaning to your content. Even if it’s just a two-word phrase, users need some direction to know what to do next.

CTAs that create a sense of urgency will also help increase conversions .

As long as it encourages potential customers to stay engaged on your site, then your call to action has done its job.

Note that having one CTA highlighted is the most common way. At the same time, some marketers use both primary and secondary call to actions in their marketing. We’ll review some best practices of this later on.

How to write an effective CTA for social media (and beyond)

Social media is all about getting users to click on your posts and ads and engage. However, it’s no longer as easy as it sounds. 22.3% of people using ad blockers say there are “too many ads.”

It’s tough out there.

To combat this, increase your conversions and engagement with a compelling call to action on your ads and elsewhere on the web. Let’s see how you can achieve this.

Use strong action words

Writing short and strong CTAs is not only more persuasive, but it’s also necessary due to the character limits on ads. Start with a verb (“buy”) and follow with an adverb (“now”) or a subject (“ebook”) or both.

Here are two call to action examples to the above statement: “Buy Now” or “Download this ebook now.”

Below are some of the most common call to action verbs broken down by intention. Simply pair them with the offering of your business.

Tip: check your call to action against the LIFT Model (see below).

If we took our example from above, it would look something like this:

Download = relevance

this ebook = clarity

now = urgency

Download this ebook = value proposition

Use the text surrounding your call to action to:

• Reduce distractions (i.e., remove unnecessary links, images, etc.)
• Ease anxiety (e.g., add the disclaimer “no credit card required”)

Provoke emotion or enthusiasm

If you want to evoke an emotional response in your users, opt for a longer CTA. You’ll need to incorporate more modifiers in this case to get the desired effect.

Here are some examples:

• Add numbers: “Buy now and get 50% off!”
• Add adjectives: “Find your dream home with us!”
• Make a promise: “Lose weight in just 6 weeks!”
• Influence their FOMO: “Limited time offer. Get free shipping!”
• Play up your USP: “Order a hand-made soap now!”

Think up your own

You don’t need to stick to the good old examples, though. Get creative and make up your own call to actions.

First, verbalize to yourself what your company does for its customers (or simply look at your mission statement). For example, I run a spa where people get facial treatments.

Next, transform the verbs and modifiers into a 2-5 word call to action. Add relevant information where necessary → “ Get a free mud mask” or “ Treat yourself today!”

“Period better” – Thinx opted for the unique use of the word “period” as a verb in their CTA.

Tip: nobody gets their CTAs right the first time. Run at least one A/B test (but preferably more) on your ad to evaluate the strength of your call to action.

13 of the Best Call to Action Examples for 2022

In the following section, you’ll see what the techniques mentioned above look like in practice. Steal and customize the best CTA examples for your campaigns!

Facebook Ad CTAs

We’ll examine some Facebook ads with classic call to action examples. They may seem simple at first, but there’s more to uncover than what you see on the surface.

This ad from ClickUp is likely part of a retargeting campaign . Even if you don’t watch the video, the ad copy offers plenty of calls to action on its own.

Why it works

• Same CTA in the headline and the first sentence of the ad = the offer is clear (“Get 15% off”)
• The CTA is supported by objection-handling statements, such as “save 1 day a week”, “guaranteed,” and a list of features
• The “Learn More” call to action button assures the audience that they’ll get more info before committing

2. Shaw Academy

Can you spot all the call to actions in this Facebook ad? Hint: there are at least seven. Every element is coordinated here to instill a sense of urgency in the audience. Take note of the exploding colors, the alarm emoji, the many exclamation marks, and the multiple CTAs.

• Beautiful, contrasting colors with a CTA that stands out
• Multiple call to actions
• Sense of urgency to take action

Babbel is a language learning app that comes at you strong with various CTAs for their Facebook offer. It works because even if you don’t know this app, it quickly establishes a trust factor (“over 500,000 5-star reviews”). The post then draws you in with an attractive offer.

• The primary call to action is clear and direct: “Get up to 60% off!”
• They use the “Get Offer” CTA button to instill a sense of gratification in the audience
• Including the action word “join” + the number of reviews in the same sentence is a way to evoke the feeling of belonging to a community

4. Hootsuite

Hootsuite keeps it brief and concise with a few very targeted CTAs.

• All the call to actions are focused at the bottom while benefits are at the top of the post
• The “Learn More” CTA button leaves any extra info for the landing page

Instagram Ad CTAs

Sure, “swipe up” is available on Instagram ads, but you can get more clever than that. Below are some creative call to action examples for your Insta campaigns.

5. Headspace

Headspace’s Instagram ad is the perfect example of a custom-made call to action. “Snuggle up to Headspace” evokes a cozy feeling in users and personalizes the brand. Words like “snuggle” fit into the category of sensory words .

• They (smartly) opt to draw attention to the custom-made CTA and leave the “Get 30% off” as a secondary CTA
• They use the CTA button “Subscribe” after that to make it clear how that snuggling up will happen
• Coupled with a sweet, serene image, the whole CTA experience feels more like a gentle nudge for meditation and less like an ad

6. Elementor

As an event-type ad, Elementor gets it right. It displays all the key information regarding the event (name, speakers, date, and time).

Why it works:

• The two most eye-catching elements on the ad are the headline and the call to action button. They both have the same contrasting colors that stand out against the dark background.
• Both call to action buttons (‘Save Your Seat’ and ‘Book now’) are very concise and direct
• The old-school flair of the ‘save’ icon next to the CTA button works well with the target audience (likely consisting of more technical people)

7. Nøie Skincare

You have probably seen call to action examples like this in the advertising strategy of ecommerce brands. The main goal is to sell. At the same time, the ad focuses on the experience instead of rushing to take the user to a web page. In this case, “Shop Now” is the type of CTA that is direct, yet, the ad copy does most of the selling.

• The emphasis is on the product experience, which makes having just one call to action sufficient
• “Shop Now” is direct and to the point. The prospective customers know where they will be taken from the post

8. VAI Course

Esther Inman’s VAI Course ad keeps it fresh with the colors and a simple call to action button.

• The CTA text on the ad itself boasts about its main USP: the user gets a remote job pack every Friday
• The “See More” call to action button leaves the audience at ease knowing that they can still learn more about the product before signing up

Email conversion rates can soar as high as 15% . Take a look at the following email call to action examples from some brands who are doing it right.

9. Black Illustrations

Design agency, Black Illustrations prefers to use multiple CTAs in their email marketing. You can run your own test on this strategy, but it makes sense to include a few secondary call to action buttons if you have a relatively long email. Black Illustrations also adds a hyperlinked CTA to further help guide users to take action.

• Multiple CTA buttons (and hyperlinks) in a long email can increase your conversion rates.
• “Free with a subscription” stands out and keeps the main message clear for the user
• The color choice for the button works well with the brand yet still stands out

10. Audiense

The audience analysis tool, Audiense, prefers the long CTA route in their email marketing. Phrases like “show me…” or “take me to…” create a clear value proposition and helps the user feel in control.

• Using multiple words and first-person phrasing in your call to action could increase your relatability and CTR
• Users get a better sense of the type of page that awaits them after clicking
• When using a long-form CTA, you get to test a wider variety of versions

Landing page CTAs

Landing pages are great subjects to run a CTA test or two on. Below are some great call to action examples for your next campaign.

11. Tim Ferriss

Tim Ferriss’s email sign-up landing page is as minimalistic as it gets. No top menu, no links, or other distracting web components.

• The distraction-free page keeps the focus on the main CTA: to sign up for the newsletter
• The black headline and black CTA button provide a striking contrast to the white background
• “Get access” is a great call to action to use if you want to establish the feeling of receiving exclusive content in the user

Joy is a Canadian company that offers a razor subscription service for women. Their landing page is concise and fits all information to the visible area. The CTA button stands out as it’s the darkest element on the page.

• The contrasting color of the button helps users easily navigate to the next step
• The CTA copy itself follows ecommerce best practices: “add to cart” is an easy-to-recognize button in the industry
• The small-cap lettering (which fits the brand) lends a unique look to an otherwise highly used CTA

13. Leadfeeder

Leadfeeder’s own lead-generation landing page is simple with a clear value proposition. On the left, you get a summary of the ebook. On the right, you will need to provide some basic info and then click “Get the Guide” to submit your request.

• The CTA button is the only green item on the page
• “Get the Guide” engages the users with a clear offer

Website CTAs

Your landing pages may be the focus of your ad strategy. Still, it’s necessary to create a homepage with just as much converting power. Meet a few thought-out CTA examples below for your website!

14. Touchland

Touchland is here to sanitize your hands without making a mess. The “checklist” on the left (keys, wallet, phone, touchland) is cheeky. It’s a clever storytelling technique to place visitors into a familiar scenario while introducing the product.

• “Get yours” implies that a lot of people already have one – you will only fit in if you get yours
• The transparent call to action button gives the website an airy feel to it, which is on track for a business that sells a mist

With COVID-19 restrictions coming and going, travel sites like Airbnb have to develop ways to stay top of mind. They achieve this by featuring a wishlist of outdoor spaces and a dreamy illustration on their website.

• “Get inspired” is a soft CTA that invites the user to explore ideas for future travel (and remarketing)
• The call to action button itself stands out against the pastel-colored background

16. Smartlook

Smartlook is a user behavior analysis tool. They closely follow website best practices by placing a “hero” section above the fold (tagline+description+CTA). The main goal of the site is to prompt visitors to sign up for a free trial.

• The colorful call to action button provides a stark contrast against the grey and blue background – an immediate eye-catcher
• Using red and yellow colors on the button evokes a mixture of excitement and optimism in hesitant visitors
• The copy on the button says “Create free account” and the supporting text underneath is “No credit card required.” Both copies aim to overcome the subconscious objections of prospective users (Will it cost me anything? Will they charge my credit card?)

17. Ecom World

Ecom World is the website for “The World’s Largest Ecommerce Event.” They placed all of the most important info above the fold: what+when+where+the CTA.

• The call to action button coordinates well with the rest of the design elements. Throughout the site, the most crucial info tends to be highlighted in black.
• Multiple CTAs could increase conversions . Here, the “Buy Tickets” CTA appears three times above the fold alone (main navigation, in the hero, and in the sticky nanobar)

CTA buttons: Why they matter & how to use them

You can — and should — use CTAs on all types of marketing materials and on every platform you’re marketing on. This includes PPC ads of course, but it also includes landing pages, websites, blogs, newsletters, emails, and more. Sometimes, this means that you just need to stick to a plain-text CTA that’s possibly hyperlinked.

In plenty of cases, though, there’s a good chance that you would benefit significantly from clickable CTA buttons.

That’s why even Facebook has short, clickable CTA buttons that you can add to every ad campaign, and why you’ll see so many landing pages with bright “Sign Up Now!” text in a big yellow button. Clickable CTA buttons specifically have been proven many times over to increase conversion rates significantly. One study found that adding a CTA button to their article templates increased conversions by 83%, and it boosted ecommerce conversions by 22%.  Copyblogger found something similar; when their CTAs looked like buttons instead of plain text, they saw a conversion rate increase of 45% .

Let’s take a look at a few best practices for CTA buttons and how to use them in ads and on your site (including site pages, landing pages, and even your blog.

Facebook Ads

You know we had to start with Facebook Ads!

For a few years now, Facebook has had clickable CTA buttons built into the native interface. Button options include “Shop Now,” “Learn More,” “Download,” “Send Message,” and more. The idea is that you can use these CTA buttons to reinforce your ads, increasing the likelihood of conversion.

You should absolutely always include a CTA button on your ad campaigns in addition to using a CTA in the headline and/or description copy, too. Users intuitively are more likely to click when they see that button prompting them to take action without even realizing it.

Remember to tailor your CTA based on the ad that you’re running and the stage of the funnel that you’re targeting. Opting for “learn more” for users earlier in the funnel can feel lower-risk and less pressure than starting with a “Shop Now,” but this depends on the ad and the audience.

And if you’re wondering if these CTAs matter, know that they most definitely do. AdEspresso recently ran a $1000 experiment testing different types of CTA buttons on Facebook Ads to see what was most successful – and the result was astounding.

Overall, the top performer (Download) gained 49 conversions for $5.10 each, while the worst performing CTA (no button at all) achieved only 20 conversions at $12.50.

This means that you can end up paying more than twice as much for a conversion depending on the CTA you choose – something we would have never figured out without split testing.

We recommend testing out your CTA buttons using our internal split test engine to see which your audience responds to. This will allow you to test every possible combination of CTAs, and allow you to easily determine which is giving you the most conversions for the cheapest price.

 AdEspresso can even automatically pause your underperforming combinations using our Automatic Optimization feature , taking the guesswork out of campaign management altogether.

Your Website & Landing Pages

It’s always a good idea to use clickable CTA buttons to help users navigate through your site and to take certain actions. This is important both for your general website and your landing pages, too.

You can use these buttons to prioritize certain actions or to take users through typical paths that users follow when they’re most likely to convert. (On my site, for example, Google Analytics has shown that people who visit my portfolio page first are 6x more likely to get in touch with me than those who just view my contact page first.)

On landing pages and the home page of your website, you’ll want to make sure that the CTA button meets the following criteria:

• It uses contrasting colors to jump out at the user.
• It’s clearly a clickable button designed to improve navigation.
• It utilizes brief copy on the button itself but is often surrounded by copy that adds context and makes it more persuasive (like the example above).
• It should appear above the fold on the page, meaning that users can see at least one CTA button before they’d need to scroll down to see more information on the page. Make sure you take this into account on both desktop and mobile sites.

When you’re creating landing pages and site pages, remember to test them. Most people don’t realize that you can test site pages just like you would PPC campaigns when you’re using tools like Unbounce . Test different types of CTA copy, different placements, or even different colored buttons. Look for what works best, and optimize your pages accordingly. You can learn more about how to do this by checking out our $1000 case study here .

Save Save Save Save

You may also like reading:

• Social Commerce 101: How to Make Money Selling on Social
• 63 Instagram Caption Examples for 2023 (And How to Write Your Own)
• 15 Fresh Facebook Ad Examples to Inspire Your Next Campaign [2022]
• How to Create a Facebook Business Page (The Easy Way)

February 21, 2018 at 9:03 pm

March 14, 2018 at 1:14 am

What a list! Huge! Thanks for sharing such an incredible list. Either way, keep doing good work!

July 10, 2018 at 2:14 pm

My name is Kevin and I am a Senior Project Manager at IdeaPros, a company that turns ideas into real life businesses – similar to an incubator. Our team consists of experienced professionals, which have the capacity to turn any idea into a successful business. There is one aspect that we are lacking, which is the copywriting and compelling call to actions for landing pages/websites. We need someone that has experience in creating compelling call to actions and copywriting in order to intrigue customers/visitors to purchase a product.

Our company has over 120 clients, which is growing everyday. We are a high-caliber company with constantly growing client list.

We are looking for a marketing professional to refine the copy and call to actions on the websites that we make. From describing the product to creating simple sentences, we need someone to produce this content. There will be numerous projects a week and the work will never end, hence we will negotiate a price that is fair for the long run. Please let me know.

Warm Regards, Kevin Nguyen IdeaPros | Senior Project Manager [email protected]

July 11, 2018 at 11:18 am

Hey Kevin, I think this FREE webinar can be very helpful More Than Words: How To Write the Perfect Facebook Ads Copy It will go live on Tuesday, July 17th, at 10 am (PST). Mark it on your calendar and reserve your spot now by clicking here !

August 9, 2018 at 9:38 pm

Great!! nice to read!! thanks for sharing it Dth Button Bits Exporters

September 15, 2018 at 4:01 am

The information you’ve got shared is extremely attention-grabbing. this may extremely useful for users. Thanks for sharing such a meaty weblog

November 15, 2018 at 9:33 am

Very informative article with good reference. Very useful and informative for front end designers. Keep up the good work.

October 10, 2021 at 2:53 am

Can we have updated version of this article. Web has changed a lot since this was published first. Thanks

November 29, 2018 at 10:44 am

Thanks much, practical suggestions.

December 15, 2018 at 10:28 am

Thanks for the nice article, Ana. Just wondering whether the rules are sort of persisting or a fashion thing. If everyone is doing it the same way, won’t readers get fed up with it and resist the CTA? By the way, Happy New Year!

December 29, 2018 at 3:42 pm

Excellent article! Thanks for sharing exceptional value-added content.

January 8, 2019 at 1:33 am

thanks to sharing this very good article about call to action good examples ..good job

January 8, 2019 at 1:35 am

the wonderful information call to action thank you so much great job thank you

January 16, 2019 at 8:01 am

Thanks for sharing!

January 17, 2019 at 7:29 am

Hi Buddy, thanks for the nice and informational post… Loved it!

February 3, 2019 at 7:29 am

Thank you for sharing this valuable information which is easy to implement.

March 2, 2019 at 4:17 am

Excellent information

April 9, 2019 at 11:45 pm

great post on CTA

April 11, 2019 at 11:53 pm

These CTA examples are very useful.

April 15, 2019 at 10:45 am

Very informative & keep sharing, You are a student and don’t know how to earn? So don’t worry Now, you can Make Money As A Student easily.

April 17, 2019 at 10:09 am

Loved your article!!! Very detail explanation, thanks for sharing the information! I need to try it now 🙂

April 20, 2019 at 4:31 am

I am continually browsing online for ideas that can help me. Thank you! http://rahuldigital.org

April 21, 2019 at 10:48 pm

Nice information. Thanks

April 30, 2019 at 4:41 am

Amazing article – it is good to know, that other websites also name small details as the most crucial ones. We can see, that every step requires personalization, that is the reason why we created unique CTA phrases generator – http://www.ctagenerator.com

July 4, 2019 at 1:36 am

Hey Ana, I want to thank you for shariing your knowledge with us. I really appreciate you for such a great post. You have provided lots of information in an easy and understandable way.

September 20, 2019 at 10:33 am

Thanks for sharing such awesome call to action examples just loved it. definitely going to try these example in our next campagin.

November 9, 2019 at 4:10 am

A call to action is an invitation for a user to take some desired action. You often see call to action examples in persuasive writing. Once a brand has made its case in a blog post or video, for instance, they’ll often include a call to action at the end.

November 30, 2019 at 6:53 am

One of the best uses of FOMO in your CTA is to mention a sale or promotion that your company is holding, and which won’t last forever. You probably get emails with this sort of messaging all the time, I know I sure do. I’m talking about messaging like “Shop today! Sale ends on Monday,” perhaps during a three-day weekend. Or even “buy now while supplies last!” during the holiday season. It’s tough to ignore a prompt like that, especially during a time-sensitive, under-the-gun type of situation (e.g. the Christmas season). Similar to provoking enthusiasm as we discussed earlier, provoking fear of missing out in your CTA is sure to get you some additional clicks.

December 21, 2019 at 2:00 am

Getting the balance of ‘you’ and ‘us’ is important everywhere else in your website (and emails!). (Re #37 above)

January 24, 2020 at 3:14 am

Great post always testing different CTA on both Facebook and Adwords to see what can improve CTR and Conversions. The examples above are highly useful to get me thinking more creatively.

March 7, 2020 at 12:53 pm

Do you have a preferred call-to-action, or perhaps one that surprised you with how well it did? What about one that you were hoping would perform well but ended up bombing? I’d love to hear about it, so feel free to sound off below!

May 20, 2020 at 6:02 pm

I used CRO based CTR label variations with button colors and it helped me to improve leads.

June 7, 2020 at 11:31 am

informative article, thanks for sharing this article.

June 11, 2020 at 10:02 pm

Nice post I learned a lot here thanks.

June 19, 2020 at 2:20 am

Thanks for sharing such awesome call to action examples. you have explained it very will. i have also written on same you can visit my website: Hestabit

July 24, 2020 at 9:01 pm

This list is just what I was looking for. I was in need of a CTA for my ad I was doing so this was timely. Thanks!

January 26, 2021 at 10:38 pm

Absolutely useful article, I’m crafting my first landing page and I so need it.

February 13, 2021 at 2:42 am

You have a very good list of CTA examples here. Thank for working hard to provide these example with great explanations.

May 16, 2021 at 12:51 am

Very much useful article, I have been using this, But in different industries it’s very much useful.

Thanks again.

May 18, 2021 at 6:36 am

Having the right CTA can make all the difference to your business’s bottom line.

May 18, 2021 at 8:23 am

CTAs have always been a weak spot, but this is super helpful. Thanks!

[…] Almost all of your marketing content should have a well-crafted call to actions meant to encourage action. https://adespresso.com/blog/call-to-action-examples/ […]

[…] Call to Action […]

[…] to https://adespresso.com/blog/call-to-action-examples/  you cant just have any call to action, it must be strong enough so people will be convinced enough […]

[…] put a cap on this, without a call to action on your visual content, you risk drawing zero leads to your brand. Your CTA must not be less than three words. Even more […]

[…] 31 Call To Action Examples (And How to Write the Perfect One) https://adespresso.com/blog/call-to-action-examples/ […]

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Call To Action In Writing: 7 Powerful Examples

Careful attention to CTA (call to action) copywriting is the difference between brands that drive conversions and those that only drive traffic.

Brands that slap a “Buy Now” button on a page and call it a day wonder why their campaigns fail to convert. Companies that engage in strategic CTA testing continue to drive success metrics like CTR (click-through rate) up and to the right.

CTA testing is paramount because it’s not always obvious what needs to happen for your business. Landing page platform Unbounce boosted conversion rates by 90% by changing their CTA copy from “Start your 30-day trial” to “Start my free 30-day trial.” 

In this article, we’ll explore seven powerful CTA examples from high-performing companies. You’ll learn what makes them so convincing so that you can apply these lessons in your own CTA writing.

Table of contents

• CTAs drive the buying journey 
• Use Voice of Customer research to understand buyer goals 

Start with an imperative (command verb)

• Leverage power words to build excitement 
• 1. Pipedrive removes barriers to conversion 

2. ActiveCampaign makes it clear what customers are signing up for

3. wordable talks results.

• 4. Jasper speaks directly to a common pain point 

5. Emma builds intrigue by keeping it concise

6. betterhelp solves three objections in just three words.

• 7. ClickUp backs up its claim with a compelling guarantee 

What is a call to action in writing? 

Your call to action is the prompt you give readers or users to take a desired action.

That action might be to:

• Download an ebook or guide;
• Sign up for a free trial;
• Register for an upcoming webinar;
• Browse products in your online store;
• Book a sales demonstration.

CTAs are a critical component of marketing material. It’s the point where you tell your reader to do something.

CXL use them on landing pages to invite customers to trial top marketing courses:

SEO tool Clearscope invites users to join their Director of SEO in a webinar.

And revenue intelligence platform Gong uses CTAs at the end of blog posts to guide readers to additional content they may find valuable:

At the most basic level, these CTAs exist to give customers their next step in the buying journey.

CTAs drive the buying journey 

A CTA in a brand awareness campaign will look entirely different from a CTA meant to drive sales at the bottom of the funnel.

Take this post from Mailchimp on email marketing benchmarks. Most readers will land on this page after searching for “email marketing benchmarks” on Google.

Mailchimp knows, then, that the user’s search intent is to learn more about the subject of email marketing, not about Mailchimp and its features.

So, the CTA at the bottom of this blog post directs readers to related concepts, several of which are more prescriptive and action-focused than email marketing benchmarks (a powerful way to build value for the customer and to establish your brand as an authority).

Strong CTAs go beyond “buy now”  

The traditional answer as to why CTAs are important is that “customers don’t take action unless they’re told what to do.” 

While this is true, it’s not the whole story. A strong call to action doesn’t just provide a path forward but removes any barriers or objections.

Consider the CTA “Sign up now” on a SaaS product landing page. This raises several buyer objections:

• Do I have to pay?
• How much does it cost?
• Am I locked into a contract?
• How long is the contract?
• What payment methods are available?

Effective CTA writing can overcome these objections simply by altering the wording.

Copper uses the copy “Try Free” to preempt and solve these objections.

The word “Free” eliminates any concerns about cost, and the addition of the term “Try” implies a trial period, so there is no risk of signing up for a lengthy contract.

How to write a call to action that converts 

CTA writing is a form of persuasive writing . Your goal is to convince readers to take a given action in as few words as possible.

A strong understanding of buyer psychology and buyer intelligence will be helpful here. You can also fast-track results with these CTA writing techniques. 

Use Voice of Customer research to understand buyer goals 

Voice of Customer research uses qualitative and quantitative research to uncover the wants and needs of buyers in their own words.

Then, you’ll use these insights verbatim (or close to) in your marketing material to resonate with customer desires.

This is how Copyhackers wrote Beachway Therapy Center’s landing page to drive 400% more click-throughs on the CTA. 

The group mined Amazon addiction book reviews to learn about wants and pains and note memorable phrases.

Within those reviews, they caught recurring themes and identified the messaging that resonates with their customer base. The group then applied that copy to the landing page.

Messaging strategy agency Make Mention learned that the CTA for their client, “Start with the first hour free,” was asking for too much too soon.

The group conducted online and email surveys and learned that users struggled to understand the course’s value and encountered friction because objections weren’t addressed.

Make Mention redid the page, injecting several phrases from the customers’ vocabulary, including: 

• “practical exercises”;
• “getting your first developer job.”

They also directed the CTA button to lead to an alternative page where customers can learn more about the course.

Make Mention helped customers get more information before asking for the sale, and critically, they used the language customers use. This tweak boosted conversions on the CTA button by over 66%, leading to more check-outs from the Curriculum page than the Pricing page.

A good general rule to follow in CTA writing is to always start with an imperative. Imperatives are action words; they tell the reader to do something.

Powerful examples of action phrases include:

• Learn; 

SparkToro demonstrates two examples of imperatives in action with their buttons: “Try SparkToro for free” and “See Pricing.”

Preempt and eliminate objections 

Effective call to action writing preempts objections and eliminates them early.

Take Buzzsumo , which clarifies that new users don’t have to pay a cent for 30 days, obliterating worries about forgetting they’ve started the trial and purchasing accidentally.

The most common objections you’ll face are:

• Cost (Is there one? And if so, how much?);
• Time (How long is this going to take?);
• Commitment (Am I locked into anything?).

For cost objections, use terms like “free” and “no credit card required” to clarify that there is no cost involved.

For time objections, phrases like “instantly,” “in 2 minutes,” and “now” communicate that the action will take place quickly.

Solve commitment objections by clearly outlining the trial length (“Try free for 14 days”) or with terms like “free forever” and “no credit card.”

Leverage power words to build excitement 

Command words tell readers what to do. Power words make them feel excited about doing it. Combining the two is what motivates users to take action.

Examples of convincing power words to use in your CTA writing include:

• Classified;
• Minimalist;
• Irresistible;
• Effortless.

For example, GAP uses the term “unique” to encourage users to sign up for their mailing list (in exchange for a 25% discount).

Create a sense of urgency to inspire immediate action 

Great call to action writing inspires readers to take action now . When done well, they create buyer FOMO (fear of missing out), motivating website visitors to act immediately.

Words like “now,” “instantly,” “limited time,” and “today” are a good starting point but are best supplemented with urgent imperatives like “seize,” “gain,” and “access.”

Youprenuer combines the imperative “Get” with the urgency-building power word “Instant” to build a compelling CTA for their email list.

Use mystery to generate curiosity 

In certain cases, you’ll want to avoid mystery altogether. For instance, when crafting a CTA designed to motivate readers to sign up for a free trial, we want to clarify what customers are getting into.

But curiosity can work in our favor for downloadable content like ebooks and guides.

Terms like “discover,” “see what’s inside,” and “get the secrets” are powerful curiosity-builders that can help motivate readers to hand over their email addresses in exchange for the promised value.

“Explore” is a great example of a curiosity-building word to include in your CTAs, as demonstrated by premium vodka brand Grey Goose .

Back up your claims with social proof 

CTA copy doesn’t need to sit on its own.

Great CTA writers supplement copy with social proof (testimonials, reviews, logos) to give more gravity to their message and build trust with skeptical buyers.

Juro , for example, supplements their “book a demo” CTA with review ratings from Capterra and G2.

7 impressive calls to action (and why they work so well) 

Ultimately, A/B testing and experimentation will help you uncover your purpose’s perfect call to action.

Use these examples as a jumping-off point, and tweak and test as appropriate.

1. Pipedrive removes barriers to conversion 

One of the biggest factors preventing readers from converting is the unknown. When faced with a CTA like “Start now,” customers wonder internally:

• What’s involved in starting?
• Do I need to get my credit card out?
• What exactly am I committing to?

You can solve these objections before they arise with careful copywriting.

Pipedrive’s homepage CTA section is a powerful example of this. 

The green “Start free” call to action button immediately tells readers there’s no cost involved. The supplementary “No credit card required” copy below also helps users overcome this objection.

The addition of the simple “Full access” answers the question, “But am I just signing up to a limited version, and will I need to pay to access more sophisticated features?”

Lastly, Pipedrive does a great job of communicating why readers should click that CTA button (because Pipedrive users close 28% more deals after their first year using the CRM).

Takeaways from Pipedrive’s CTA example:

• Incorporate terms like “free” and “no credit card” to solve cost objections;
• Make it clear to users what they’re signing up for (e.g., full platform access);
• Use compelling social proof to communicate the why (answer the question, “What’s in it for me?”.

Average CTA writing leaves readers guessing:

• What am I signing up for exactly?
• What happens next?
• What if I don’t like what I see?
• Am I going to get hounded by a sales rep?

Strong CTA writing makes a reader’s next steps abundantly clear.

Take ActiveCampaign .

The exit popup on their email marketing product page aims to capture a reader’s interest (and email address) before they leave ActiveCampaign’s site.

A simple “Download our guide” wouldn’t be sufficient. Those who leave a landing page without clicking an in-page CTA are clearly unconvinced, so any copy in an exit popup must be especially persuasive.

ActiveCampaign nails this in their header copy.

“Use these 6 emails for your welcome series” tells readers precisely what they’ll receive. 

The use of the term “free” in the body copy eliminates cost objections, and the addition of the bracketed “to get more sales w/o more work” puts the offer in the context of the result, answering the reader’s question, “What’s in it for me?”

“Send me the free guide” (the copy in the CTA itself) is reader-focused (written in first person) and reiterates that there’s nothing to lose as the guide is free.

Lastly, the copy below the CTA button (“We do not sell or share your information with anyone”) works to convince even the most skeptical reader that they’re signing up for a safe offer.

Takeaways from ActiveCampaign’s CTA example:

• Make it abundantly clear what readers are going to receive;
• Solves the cost objection by doubling down on terms like “free”;
• Put your offer in the context of results (answer “What’s in it for me?”);
• Assure readers that their personal information will remain anonymous and won’t be sold or shared.

Vague, convoluted statements (“Helping ambitious creators design better futures”) don’t convert.

Concise, solution-focused calls to action that speak directly to outcomes (in your customers’ language) do.

Take Wordable , a platform that connects Google Docs with WordPress, HubSpot, and Medium, allowing high-volume content producers to publish to their blog in seconds.

Wordable doesn’t waste time telling readers how they’ll “Streamline and transform their content operations processes.” Instead, they jump straight to results:

• Publish in just one click;
• Export in seconds rather than hours;
• Cut back on VA or employee costs;
• Save as much as 100 hours per week in publishing time.

Then, Wordable delivers a persuasive offer, five free exports (notice the imperative “Get” kicking off the CTA copy), and eliminates any commitment objections by including the phrase “No credit card required.”

Prospects who read this CTA (and accompanying copy) aren’t left wondering what Wordable can do for them. They know exactly what problem it will solve and the results they can expect from hitting that CTA button.

Takeaways from Wordable’s CTA example:

• Speak your customers’ language (and avoid convoluted, vague, jargon-filled copy);
• Get straight to the results (What outcomes can your customer expect?);
• Back up “free” usage claims and solve commitment objectives by not requiring a credit card.

4. Jasper speaks directly to a common pain point 

Though actual figures are hard to come by, marketers estimate that the average consumer sees between 4,000 and 10,000 ads per day . 

Unsurprisingly, users see a large chunk of these ads ( 33% ) on social media platforms.

If you’re going to stand out from the other 3000+ ads your audience sees on these sites, you need to connect directly with their most critical challenges.

Take Jasper , an AI copywriting assistant.

Jasper’s Facebook ad speaks directly to a target audience pain point: content marketing is a time-consuming, labor-intensive process.

The video used in this digital ad is effective in and of itself (it shows the product in action, overlaid with a simple message “Write 10x faster”), but the copy below is what makes this a good CTA example:

“Create high-quality articles in seconds.”

First, Jasper begins with the action verb “create” before describing the desired outcome (high-quality articles) and the compelling benefit of their product (in seconds).

In just six words, Jasper communicates how its platform solves a common challenge for ecommerce site owners, social media managers, and digital marketing professionals. 

Takeaways from Jasper’s CTA example:

• Identify a pain point that resonates with potential customers;
• Communicate how you’ll solve that pain point (i.e., your value proposition);
• Describe this benefit concisely, putting the reader as the subject.

Often, the best call-to-action examples are those that are concise. This is an especially powerful technique when writing CTAs designed to promote downloadable content such as guides, ebooks, and checklists, as it can double as an intrigue-builder.

Take email marketing platform Emma , whose simple CTA “See How” is a compelling example of how much you can achieve with just two words.

Of course, this CTA is only effective in the context of what you’ve said before:

• Your email marketing campaigns can be better (probably);
• We’re going to give you a framework for improving them.

This is an intriguing proposition (readers are asking, “Can I get more from my existing email list?”).

The call to action “See How” builds on this intrigue, inviting readers to click through and answer the question themselves.

Takeaways from Emma’s CTA example:

• Introduce a common problem;
• Imply that you’ll help readers solve it;
• Keep your CTA copy short and sweet to leverage that curiosity.

Skilled CTA writers understand how readers will respond to an offer and what objections or roadblocks will appear to prevent conversion.

Then, they address these objections directly in their copy.

Take BetterHelp , an online therapy platform that uses social media advertising in its demand generation strategy .

The intention of the above ad isn’t to convert readers into paid subscribers. It’s simply to convince ad viewers to click through to BetterHelp’s website and learn more about their product.

But, BetterHelp knows that while this is a low-commitment ask, prospective customers will have many concerns:

• What will others think if they find out I’m using online therapy?
• I’m busy. I don’t think it will fit around my schedule.
• Isn’t therapy usually super expensive?

BetterHelp solves all three objections using just three words: 

• Discreet (Nobody will even know I’m using BetterHelp).
• Convenient (Therapy appointments are flexible).
• Affordable (BetterHelp is more cost-effective than traditional therapy solutions).

In this example, these three words supplement the actual call to action copy, “Online Therapy on Your Schedule,” reiterating that BetterHelp’s therapists are flexible about appointment times.

Takeaways from BetterHelp’s CTA example:

• Put yourself in the reader’s shoes: What concerns might they have that could prevent them from converting?
• Ask: What can we communicate that would quell these concerns?
• Test: What’s the best word (or phrase) to communicate that with as few words as possible?

7. ClickUp backs up its claim with a compelling guarantee 

Convincing calls to action often make impressive claims.

But today’s consumers aren’t easily convinced, so if you make bold claims, be prepared to back them up.

Take ClickUp , which guarantees new users will save one day every week.

That’s a big promise, but ClickUp backs it up by providing context to their claim (we analyzed over 4,000 teams) and supplementing the popup ad with several impressive logos (Samsung, Netflix, IBM.)

But the real winner here is ClickUp’s CTA copy.

“Get More Time” is all about the result. It’s not about what ClickUp wants (“Sign up today”). It’s about what the customer needs .

Takeaways from ClickUp’s CTA example:

• If you’re going to make a bold claim, be prepared to back it up;
• Use customer logos as social proof to back up such statements;
• Frame your CTA copy from the customer’s perspective, not yours.

These call-to-action examples are a solid starting point for designing high-performing CTAs that resonate with your own audience. What works for these brands may not work for yours, so it’s always better to hypothesize and test.

CTAs that convert at high rates come from strategic experimentation. This is the only way to determine whether the word “Get” performs better than “Sign up” or “Access” for a given call to action. And it’s one of the best ways to see real business growth . Check out our A/B testing tutorial today, and become a CTA testing pro.

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41 call to action examples: How to write compelling CTAs

Here at Teachable, we’ve seen a lot of call-to-action examples, so we know a good one when we see one. You can have the most well-thought-out course content and a beautiful presentation, but without compelling calls to action (CTAs) consistent across your marketing campaigns and channels, all your effort runs the risk of not gaining any traction. To support your small business, we’ve created some helpful copywriting tips, plus rounded up some of the most effective CTAs, to keep your audience engaged and your click-through rates high.

What is a call to action (CTA)?

According to Bryan Eisenberg and Jeffrey Eisenberg, authors of Call to Action: Secret Formulas to Improve Online Results (2006), the call to action definition is “a hyperlink that moves your visitor through your sales process.”

This word or phrase tells your target audience what you want them to do (or, if you’re really strategic, what they want or need) and inspires them to act—perhaps by buying digital products , scheduling an appointment, or signing up for a course.

Often, this kind of call for action is represented on a CTA button, which adds a visual emphasis to the hyperlinked text, draws attention, and makes it more clickable.

How to write effective CTAs to increase conversion rates

It’s important to know where you want to go—or rather, where you want your audience to go—so you can show them how to get there. What is the desired action you would like your audience to take when they encounter your:

• Social media post?
• Newsletter?
• Pop-up box?
• Website homepage?
• Specific landing page?
• Product page?
• Blog posts?

It might seem pretty basic, but start from where you’d like them to go and work your way backwards. To do this, it’s important to consider your marketing funnel . Rather than pointing them in many different directions, what is the ultimate action you want them to take? From there, you can start to funnel them in. Consider this general marketing funnel example: social media > lead magnet > newsletter > website or landing page

Calls to action can be found on each of these digital assets. While some CTAs might be the same or very similar, more often than not CTAs will differ depending on where they live in your marketing funnel. For instance, with this funnel example, your social media CTA would direct your audience to your lead magnet, perhaps a newsletter sign-up or pop-up, while your newsletter CTAs would direct your audience to your website to sign up for a course or purchase digital products.

Meanwhile, there can be many different CTAs throughout your website, pointing site visitors to different sections and pages. You can also monetize a blog by embedding different CTAs throughout your posts. On a sales landing page design , on the other hand, it’s a good strategy to have the same CTA repeating to close the deal, or reinforce the action you want the visitor to take.

The three essential ingredients for an effective CTA are: value proposition, urgency, and clarity. Another way to look at these three elements is what, when, and how:

• (WHAT) Value proposition: what are you offering, and does your audience care about it?
• (WHEN) Urgency: why should they click on it now (rather than later, when they are likely to forget about it)?
• (HOW) Clarity: how is this offer delivered? What exactly will they get when they click on CTA?

Tips for writing compelling CTAs

Tip #1: Keep it simple

Be short and sweet. You don’t have to have all of the elements mentioned above in your CTA. In fact, the more concise you can keep your copy, the better. A lot of the information can be inferred from your supporting text, for instance in your header and descriptions. The more you can say in fewer words, the better.

Tip #2: Be (pro)active

Active verbs are ideal because the action they’re prompting is very clear. If it’s not clear where a CTA button or link is taking you, visitors are less likely to click on it. Meanwhile, a good CTA will anticipate your audience’s wants or needs. For this reason, many marketers suggest writing in the first person (“Sign me up” rather than “Sign up”). To take it even further, try to weave in power words that elicit an emotional or psychological response whenever possible.

Tip #3: Create a sense of urgency

An obvious way to do this is adding “now” to the end of a CTA (i.e. “Sign up now”). Depending on where your CTA will live, however, you might also add in an expiration date or limited availability verbiage. For instance: “Use code XXXX for 50% off thru Thursday,” “Claim your rewards before they expire,” etc.

Tip #4: Add a personal touch

When copywriting your CTAs, keep your personal branding in mind. Consider what your typical tone of voice is. How do you talk to your audience? How do you want them to feel when they engage with your brand? Maybe you’re big on puns or word play, maybe you like to highlight your values and customer service, and maybe you’re somewhere in between. Whatever your brand voice is, CTAs are an extension of it and an opportunity to write creatively (and persuasively) .

Tip #5: Give a choice

Two is better than one: having two CTAs can keep your audience engaged longer by offering two different experiences. A common example of this is with a subscription service or app. Visitors can choose to pay for enhanced features or use the free version. If you have the tech resources, you might also consider testing out different CTAs via A/B testing to see which resonate with your target audience more.

Tip #6: Make a list

As a creative writing exercise, list out as many potential CTAs as you can. You can even time yourself (to add urgency!). Research shows that your first headline is never the best option, but if you make a list of potential headlines, you’re bound to generate more compelling ones. The same can be true with CTAs. We’ve gotten you started with 41 tried-and-true call to action examples. See how many more you can come up with.

Social  media call to action examples

If you are creating a paid ad on Facebook or Instagram, CTAs are pre-selected. If your goal is to direct users to your website, the CTAs you can choose from are: Learn more, Shop now, Watch more, Contact us, Book now, and Sign up.

However, if you are simply posting to direct followers to your website or lead magnet, you can get creative and weave CTAs into your caption. For instance, if you mention at the end of your caption, you might say something link:

• Click the link in bio to claim your free <lead magnet, such as offer, resource guide, etc.> by Wednesday!
• Check out the link in my bio to…
• Click the link below to…
• Check out the link below for…

Website and landing page call to action examples

Generally, a website will have many different CTAs because different sections of your website will highlight different information. This is especially true on different landing pages. Website CTAs might include:

• Shop [now] >
• Learn more >
• Discover more >
• Explore [now] >
• Browse [now] >
• Get started [now] >
• Get gifting >
• Save my [alt: your] spot >
• Add to cart >
• Get my quote >
• Start free trial >
• Schedule a complimentary call >
• Download [now] >
• Continue >
• Meet the founder >
• Book now >

Pop-up call to action examples

Your pop-up is generally where you offer lead magnets , free resources or pieces of content you offer in exchange for website visitors’ email addresses. Or, it might simply be a place for list building . Here are some examples:

• Subscribe [now] >
• Submit [now] >
• Register [now] >
• Sign up [now] >
• Sign me up >
• Add me to the list >
• Get on the waitlist >
• Get my [alt: your] results >
• Be the first to know >
• I want in >
• I’m in >
• Join the club >
• Claim my [alt: your] offer >
• Reserve my [alt: your] spot >

Email CTA examples

Depending on the content of your newsletter, many of the above CTAs can be used in newsletters as well. That said, if you have a regular newsletter schedule (and you should!), you won’t always need your CTAs to be part of a funnel or sales strategy. Instead, you’ll want to come up with creative ways to keep your audience engaged.

“Even when you’re not writing to sell or promoting anything, give your readers something to do,” explains Laura Belgray , copywriter and founder of Talking Shrimp. “People love to be helpful, and they love to engage. The more they interact with you and your emails, the stronger a connection they’ll feel.” She suggests CTAs such as:  

• Check out this podcast I’m loving.
• Are we connected on Instagram? Come find me there.
• Hit reply and tell me ____.
• What’s your biggest struggle when it comes to ____?
• Whenever you’re ready, here are 3 ways I can help you.
• Got questions about this? It’s our specialty. Hit reply and ask away.

What is an example of call to action?

The CTA meaning is call to action, and it’s “a hyperlink that moves your visitor through your sales process,” according to Bryan Eisenberg and Jeffrey Eisenberg, authors of Call to Action: Secret Formulas to Improve Online Results (2006). A CTA is generally a button or link that motivates someone to take action during a marketing campaign. Call to action buttons can be found on websites or landing pages, newsletters or email marketing, social media posts, and more. Some of the most common call to actions include “shop now,” “add to cart,” “learn more,” “sign up,” etc.

What 3 elements should be in CTA?

Katie Davidson , Katie is a freelance writer, copy coach, and certified yoga teacher currently based in California. Her work has been published on ELLE.com, InStyle.com, StyleCaster.com, and more. She has also been featured as a yoga expert on POPSUGAR Fitness. When she's not writing (or practicing her handstands), you can find her somewhere on a beach, cacao-chai latte in hand, with her beloved pup Toby.

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14 Tips for Writing the Best Call to Action (With Examples)

You could write the most effective, emotional, efficient copy for your printed marketing media, and it wouldn’t amount to anything if a call to action wasn’t clearly defined.

In written advertising, a call to action (by definition) is an imperative sentence that instructs the reader to perform a task. They’re absolutely crucial because once you’ve hooked your audience on your brand, they need to know what steps to take in order to obtain your product or service. Good call to action phrases act like a trail of breadcrumbs leading potential customers directly to your business.

Know your audience’s needs

Before you can begin writing your call to action, you have to understand what you can offer your audience and more importantly, why they need it in the first place. The best practices for accomplishing this are to identify a problem your audience can relate to and position your brand as a solution to that problem. This makes the call to action more enticing to the audience because it gives them a reason to follow your instructions.

This flyer begins by offering a benefit (a happy reaction from your mother) and follows up with a call to action: “Send us her photo.” Photo Credit: LeighAnn Loftus

Use actionable verbs and phrases

Almost every call to action includes a verb–but some verbs are stronger than others. Action words and phrases compel the reader to perform a task, which is the entire point of a call to action to begin with. Actionable verbs are ones that can actually be carried out by a person in a literal sense.

For example:

Good: “Call us today for a free sample” – this is actionable because “call” is a verb that can be carried out by a person.

Bad: “Give us a call for a free sample” – although “give” would normally be actionable, in this case what you’re giving is not a tangible object. You can’t literally hand someone a phone call.

Clarity is crucial

A call to action is only effective if it’s clearly understood by the audience. For starters, the font should be bold and easy to read, so avoid small or overly fancy fonts.

More importantly, the message itself should be easily understood. A clear message spells out exactly what the audience should do and how it will benefit them. Write your call to action using simple language-avoid jargon or confusing terms.

Here’s an example:

Good: “Visit our website! “

Bad: “Point your web browser towards our home page.”

The call to action here is quick and to the point: “ENTER NOW” and a corresponding URL. Photo Credit: Jennie Myers

Make the action as easy as possible

The reader should be able to go directly from the call to action to performing the task itself, so make sure he has everything he need to follow up. For example, if you want them to call, provide a phone number.

However, you also have to consider what kind of phone number you use and if it presents any other problems to your customer. For example, a customer is more willing to call a local number or a toll-free number than a long-distance number.

If you want your customer to visit your website, provide an address. However, if you also provide a QR code, then customers with smart phones or tablet devices can immediately visit your site without having to type an address.

If your goal is for your audience to visit your website, make sure to include a clear and noticeable URL, such as the one on this flyer. Photo Credit: Veronica Varetsa

Writing a call to action is more effective when the audience is only being asked to complete one task. Multiple phrases asking the audience to perform different tasks can be confusing and audiences can loose interest when they think there is a lot of work involved.

However, if you have to have multiple calls to action, make sure one is clearly dominant while the others are just there to work towards the main goal.

This flyer has multiple examples of calls to action, but one dominates the others: “Buy at Fine Retail Stores.” Photo Credit: Fran Linden

For example, the end goal may be to have customers sign up for a free consultation, but they might have multiple options for doing so. By using both “Call us to sign up for a free consultation” and “Visit our website and sign up for a free consultation” in your copy it makes it clear to the audience that signing up is the most important action.

A better way to achieve this would be to eliminate the other calls to action altogether. “Sign up for a free consultation by phone or on our website” is much clearer.

Create a sense of urgency

A time limitation makes your calls to action a bit stronger because it adds a sense of urgency. However this doesn’t have to be a strict measurement of time, just a general feeling of importance.

Good: “Call us today” – This call to action gives the audience a firm measurement of time to work with and creates a sense of importance.

Good: “Call now” – This is even more urgent and implies the offer may not last forever (even if that’s not the case.) The audience understands the importance of calling soon.

Bad: “Call anytime” – This implies that the offer is always available and that there’s no need to call immediately, which makes it more likely that the audience will forget to call completely.

A sense of urgency helps to make your call to action (such as the one on this flyer) more persuasive. Photo Credit: Darren @ Mass Appeal Designs

Answer the reader’s questions

Customers want to know what will happen if they follow your call to action and how doing so will benefit them. Many people in your audience will be skeptical to follow your instructions unless they’re given more information on what happens after doing so.

Quell your reader’s fears

Call to action phrases can be used to help your audience get over any opposition they may have. Identify and demolish any misgivings your audience may feel towards your brand and add statements that provide reassurance.

For example, a reader may not want to call because they’re afraid of being sucked into a long sales pitch. Therefore, you might say something like “Call now and in less than five minutes you can get a great deal on your insurance.”

Make an offer they can’t refuse

Sometimes a special offer can go a long way towards convincing skeptical audience members to follow your call to action. This might be a free gift, guarantee , special discount or other incentives to sweeten the deal.

“Order today and get half-off the cost of shipping.” “Call now and ask about our buy-one, get one offer.” “Sign up for our mailing list to receive special member coupons.”

Be upfront in your call to action if there are any limitations to your offer, such as a time limit or per-customer limit.

The fact that buyers can ‘save over $700’ makes the call to action on this flyer especially persuasive. Photo Credit: Mike Greenwald

Use repetition

Just like any message you want to drive home, repetition makes your call to action more effective. Repeat your call to action several different ways and in different areas to make sure the message is clear.

Take a look at these examples:

“Visit us at the corner of Main and Maple to receive a free quote” “Come to our downtown location for your free quote” “Ask for your free quote at our Main and Maple location.” “Drive downtown today for your free quote.”

Use colors and graphics

A call to action is more effective when it stands out from the rest of your design. Try using a contrasting font color to make the call to action pop. Red is an effective call to action color because it’s bright and creates a sense of urgency, but you can use any distinctive color that matches your design.

The bright red color helps this mailer’s call to action really stand out. Photo Credit: Burton Creative

Leave white space

Size matters.

A call to action should usually be sightly larger than the surrounding paragraph text so that readers recognize it as something separate. This also makes it easier to scan and read. People don’t always take action right away; a large call to action ensures that they will find it easily if they look at the ad later.

Follow through

When the customer actually does follow through on your call to action, what happens next? It’s your responsibility to make sure that when they follow your instructions, it’s easy for them to follow the next step towards a sale or conversion.

And the next step.

For example, if you ask them to call your office, make sure someone is on the other end waiting to take their call and to explain the next step of the process. If the office is closed, there should be an automated message that explains the process and gives the customer instructions on when to call back.

Practice makes perfect, and your best call to action ideas will likely come to you after you’ve become more familiar with the process. Take the time to perform writing exercises, coming up with different ways to instruct your audience and drive them towards your brand’s end goal.

What sort of calls to action do you find to be effective in your printed material? What calls to action have you yourself acted upon in the past? Here’s a call to action for you: share your responses, tips and examples in the comments!

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5 Responses to “14 Tips for Writing the Best Call to Action (With Examples)”

I found your examples and suggestion to be very helpful , I intend to apply this information as I work on my call to action. I truly thank you.

Thank you for taking the time to share this information, I plan on applying it today in marketing my new sculpture, “Turn Two – Double Play

Some good tips there. I think however that a few of these flyers are even still a little too busy in design. I am forever trying to encourage my clients to create simple punchy ads so that the message is to the point. Product – Call to action – URL and finished.

Great call to action content

The single most important thing for any writer of copy is to understand its purpose. Knowing your end goal from the outset helps you craft the perfect piece of content and an ideal call-to-action statement.

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Call to Action Examples and Best Practices

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You’ve got a great website, brand, and offering, but are you getting the results you want? Is your audience signing up for your newsletter, booking appointments, or buying your products? 

A simple tweak to your call to action (CTA) could make a world of difference. For someone navigating an email, website, or social media post, CTAs are points of interest—usually buttons or standout text—to continue their journey. 

Here’s what makes an effective call to action, how to write yours, and a complete list of 37 examples to spark your imagination. 

What is a call to action?

As the name suggests, a call to action is a way to signal to a user to take some sort of action on a page, such as:

Sign up for a newsletter

Buy a product

Read a blog post

Get a quote

Start a free trial

Book a session

Take a survey

Sign up for something

Book a consultation

Get in touch

Start using a product

In other words, what do you hope they’ll do next from that page, email, or post?

A call to action actively encourages users to engage with your brand or content. It guides them to take the next step, whether that’s learning more about you or becoming a customer.

Without a clear call to action, users might feel confused or unsure how to proceed. That causes people to navigate away, and can be a missed opportunity for building a connection or converting a potential supporter.

How to write a call to action

These simple steps will help you write a great call to action, every time.

Define your goal. For example, “I want to sell more planners.”

Write down what you want your users to do when they land on your page. “I want users to buy the planners we sell.”

Create a simple statement telling your user what to do. “Explore our planners and pick the one you think might work for you. Shop Now.”

Check that this statement aligns with your goal in Step 1 and the desired action in Step 2.

Revise your statement to make it short, clear, direct, and appealing. “Explore our planners. Shop Now.”

A powerful CTA can transform your website into a tool for achieving your business or audience-building goals. With a little practice, you can master the art of writing CTAs that get results.

Here are a few examples of how this applies to different website goals.

Online store: If they’re exploring your products, nudge them to purchase.

Portfolio: If they’re impressed with your portfolio, invite them to fill out an interest form.

Restaurant: If they’re exploring your menu, entice them to make a reservation.

Therapist/Coach: If they’re considering your online session, invite them to book now.

Nonprofit: If they’re moved by your mission, invite them to donate or volunteer.

Local business : If they’re browsing your services, suggest scheduling a consultation.

No matter your business, a strong call to action benefits both you and your customer. The CTA solves their problem, and you gain their business.

Need help writing your calls to action? Try using Squarespace AI to draft a few ideas.

Understand primary and secondary calls to action

Your website should have a clear primary goal. But what if a visitor isn't ready to commit yet? That's where secondary calls to action come in. These are smaller steps that lead toward your primary goal.

For instance, if your primary call to action is "Book a Consultation," secondary CTAs could be:

Watch Video (leads to overview or demo video)

Learn More (leads to description of services)

Contact Us (leads to contact form)

37 call to action examples

Writing an effective call to action isn’t complicated, but it does take some thought. The best approach is to be direct, clear, and concise about what you want users to do. 

And yes, a well-structured call to action can go beyond just a button. You can combine a headline, body text, and a button as your call to action. A strong headline grabs the attention of the user, while the description emphasizes the benefits they’ll gain by taking action. Finally, the button is a clear, immediate action to proceed, guiding them toward their desired goal.

37 CTA ideas

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Best practices for CTAs

There are a few things to keep in mind to get the best results from your calls to action.

Build trust. Always deliver on the promises you make in your CTAs. Bait-and-switch tactics erode trust and put people off of clicking in the future.

Support your goal with every page and section. Subtly guide users toward your primary CTA, even in unexpected places like your "About" section. Think of it like creating a breadcrumb trail with each section.

Use action verbs. Replace passive language with strong verbs like "Shop," "Vote," "Explore," "Contact," or "Schedule."

Include power words. Use words that evoke emotion: "Exclusive," "Instant," "Free," "New," "Save," and "Enjoy."

Simplicity wins. Avoid CTAs that are overly wordy and complex. Short, direct CTAs are the most effective.  Don't make users work to figure out what you want them to do.

Create urgency. Limited-time offers or phrases like "Act Now" can encourage immediate action.

Focus on value. Every CTA should provide something valuable—a solution, information, or an exclusive offer. 

Make it irresistible . Does your CTA evoke your visitor’s curiosity? Are they dying to see your latest line or learn the newest trends? Whatever the case, make your call to action irresistible.

Remember to add CTAs anywhere you interact with your audience. Include your call to action on your website , social accounts , and email marketing .

CTA design tips

A strong call to action isn't just about the words, how you use it matters. Follow these key principles to maximize your CTAs' impact.

Be consistent across your site. Use the same primary CTA (and similar button design) throughout your website.  Alternative phrasing for the same action is okay, but keep the next step consistent.

Clarity is key. Keep your language concise and easy to grasp. Confusing CTAs lead to inaction. 

Design for impact. Use visually distinct buttons, banners, and occasional pop-ups to draw attention to your CTAs without overwhelming users.

Placement matters. Position your primary CTA near the top of the page and make it easy to find throughout your site.

Think mobile-first. More people browse websites on mobile devices than desktops. Make sure your CTAs are large enough to easily tap and that your site functions flawlessly on smaller screens.

By following these guidelines, you'll craft CTAs that effectively guide users towards the actions that help both you and your customers succeed. 

Test and optimize with Squarespace Analytics

Analytics can be a goldmine of information for optimizing your CTAs. Just like email analytics can help you learn whether your subject lines are convincing subscribers to open, CTA metrics give you opportunities to improve. Here are some specific ways to use Squarespace Analytics data to make your CTAs more effective.

Track CTA clickthrough rates. See how many users actually click on your CTAs. This is a key metric for gauging their effectiveness. Low clickthrough rates might indicate the need to refine your CTA wording, placement, or design.

Analyze traffic sources. See where your users are coming from— organic search , social media, or paid advertising. This helps you tailor your CTAs to the specific audience you're attracting. For example, if your data shows that most of your users find you through organic searches, go through your site pages to add more CTAs that use your preferred target keywords.

Measure engagement. Track how long users stay on the page after clicking a CTA. This can indicate if your post-click content is engaging and supports the action you want users to take.

Getting users to take action is the key to turning your website into a success.  

No two businesses are alike, so don't be afraid to get creative. Experiment with different CTA wording, placements, and designs. Then, track the results to discover which CTAs resonate best with your audience.  

With a little effort and analysis, you'll master the art of calls to action and transform your website into a powerful tool for growth.

Ready to try CTAs for your audience?

Posted on 09 May 2024

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50 Call To Action Examples You’ll Want to Copy

Kevin Ho December 4, 2023

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Looking to increase your conversion rate?

There are a number of things that can be optimized, from your headline text, hero images, videos. The list goes on and on.

But no matter what you change, at the end of the day there’s one thing standing between a user and conversion, and that’s your call-to-action .

If you’re curious about how to optimize this conversion gatekeeper, then look no further. We’ve scoured the web for 50 of the best call-to-action examples to date.

I hope you enjoy!

What is a Call to Action (CTA)?

• How to Write an Amazing Call to Action 

Newsletter Call to Action Examples

Product call to action examples, free trial call to action examples, content upgrade call to action examples, webinar call to action examples, charity call to action examples, demo call to action examples.

A Call To Action (CTA) is a prompt that you use in marketing campaigns to get your website visitor to take an action. CTA’s can include buttons, text hyperlinks, or plain text asking the user to take the action.

CTAs are typically found on website pages, at the end of marketing emails, and on social media, when you want the user to perform the action your campaign is trying to achieve. Think about buttons like “Shop Now” or “Subscribe” – these are CTAs.

The aim of a CTA is to make it easier for the user o take an action. You want to create a sense of urgency and make the user feel like they need to take the next step.

It doesn’t matter how much traffic you get to your web page, or how many emails you send out, if you don’t have a compelling CTA you won’t get many conversions.

How to Write an Amazing Call to Action

Whether it’s a landing page or a social media post, the whole point of your marketing campaign is to get people to engage and take an action. This is why a strong CTA is so important.

Writing an amazing CTA requires so much more than just saying “Buy”, there are various factors you need to take into consideration.

If you want your CTA to be as compelling as possible, consider these four things when you create it:

• Use strong action words: You want your CTA to be persuasive, inspiring people to take action straight away. Adding in words like “Now”, “Take Advantage Of”, or “Find Out More” all hold a lot of power. Make sure your CTA is actionable and demanding.
• Add value: Why should a person click on your CTA? They want to know what they’re getting out of it. This is why you should make your value proposition clear. Saying “Access Exclusive Free Guide” is far more compelling than “Download” because it highlights the benefits of downloading the guide (it’s free and exclusive).
• Provoke emotion: It’s always a good idea to try to provoke an emotional response in users. These CTAs are generally longer because you need to explain more in them. This could include a CTA like “Make your dream a reality” or “Feel healthier today”.
• Get creative: Whether we pay attention to them or not, we’re faced with many different CTAs all day. Traditional examples like “Buy Now” are so overused that they’ve lost their effect. Coming up with totally unique CTAs, like “Yes, I want in!” grabs attention and can be incredibly effective.

Top Tip: A/B test your CTAs. Most people won’t get their CTA perfect straight away, and experimenting with different options will help you find what CTA is most effective.

Here are some of the best call-to-action examples to help you increase conversions on your marketing emails.

Call-to-Action Example #1: Klientboost

When it comes to call-to-action tips and tricks, there’s almost nothing that works as well as making your call-to-action state exactly what a user is doing.

For instance, you could say:

• Get My Offer
• Redeem My Prize
• Book My Demo

Notice how these are all based around the exact action that is happening once a user clicks on a CTA?

Klientboost does a great job of encouraging users to subscribe to their newsletter by not only providing a popup that’s designed well, but also by making their CTA clear, bold, and straight to the point.

Call-to-Action Example #2: Backlinko

A big mistake rookie marketers can make when designing their call-to-actions is failing to add enough contrast between the CTA and the page background.

As a basic rule of conversion rate optimization, your CTA should always have a significant amount of contrast between itself and everything around it.

Notice how this example uses red, a color not seen anywhere else on the page as the CTA? Because of this, the CTA stands out boldly and commands a user’s attention.

Regardless of whether they have a directional cue or not, your focus will eventually go to that red “Sign Up” button.

Call-to-Action Example #3: ConversionXL

ConversionXL uses a bold red CTA that stands out from the rest of the page.

What’s interesting about this example is also how they managed to slip in a benefit-oriented statement into the CTA text.

Rather than choosing a simple CTA like “subscribe”, ConversionXL chose to go with “BECOME A CONVERSION MASTER”.

Because of this, when thinking about signing up for their newsletter, users are already primed for the value that they’ll be receiving and may be more likely to convert as a result.

Call-to-Action Example #4: Groove

Groove places this call-to-action below their different blog posts in order to prompt users to sign up for their newsletter.

What stands out about this call-to-action is how clicking on it directly benefits the user: by sending them lessons on growth.

The entire form works to make users feel invested in the entire Groove experience by showing them a small chart of Groove’s progress, while also allowing them to signup to get updates in real time.

Call-to-Action Example #5: Blog Growth

Looking for a new a fresh way to position your content?

Try phrasing free access to your content upgrades as “free lifetime access”.

This is one way to increase the perceived value of your products, while also making the contents of the content upgrade more exciting.

Call-to-Action Example #6: Product Hunt

Product Hunt has a CTA banner that appears above their website prompting users to subscribe to the Product Hunt newsletter.

What’s great about this type of CTA is that it’s very non intrusive, allows users to close it if they want to (on the far right), and provides a clear value proposition of delivering new products to your inbox on a daily basis.

The CTA itself uses a high contrasting colour, and a simple subscribe button to convert users.

Call-to-Action Example #7: Nerd Fitness

Nerd Fitness showcases a banner on their website that prompts users to sign up for their fitness newsletter.

What’s interesting about this banner, is that it frames joining their newsletter as a way of “unlocking” a number of different resources.

They also do a great job in using social credibility to encourage users to join by stating that you’ll be joining a growing community of over 299,000 like-minded people.

The CTA in this example is also simple and straight to the point with “I’m In!”

This is an action-oriented and easy way to get people excited about signing up.

Call-to-Action Example #8: Problogger

There are a number of factors that go into the psychology of conversion . In the case of this example from Problogger, we see the use of language within the call-to-action in order to emphasize a first-person action.

Rather than stating “Get Your Blog Post Prompts”, they rephrased it to say “Get My Blog Post Prompts”.

This subtle change can help increase the perceived ownership of the gated content by simply changing “Your” with “My”.

Call-to-Action Example #9: Smart Passive Income

At Wishpond, we know the power of click popups and their ability to increase conversions.

Well the Smart Passive Income blog does a great job of showcasing a great-looking banner, while reducing friction by making the CTA as simple as possible.

The CTA on this page works for two reasons, first it reduces the ask of each user by simply asking them to click in order to convert, and secondly, it specifies exactly what a user should do in order to continue, “Click Here to Subscribe”.

Follow these product call-to-action examples to get more people clicking on your product offers.

Call-to-Action Examples #10: Shopify

This call to action could not get any more simple, and it’s genius!

There’s only one single button the user can click on, which is “Yes” – the answer to a very straightforward question. The CTA reveals exactly what you can do with Shopify, and it makes the process seem easy with how simple the popup is. A very to-the-point and effective CTA.

Call-to-Action Example #11: Square

This example comes from Squares homepage where they succinctly describe the core value proposition in just a few words: Start selling in Canada today.

Using this simple messaging, Square is able to quickly communicate how their app can benefit users, and their CTA below gives immediate steps in order to get started.

While “Signup with Square” might seem like a very simple CTA, it does follow CTA best practices in terms of stating exactly what the CTA button will do, while also keeping it directly tied to the other content on the page.

Call-to-Action Example #12: Stripe

Now landing page best practices generally recommend sticking to one dedicated specific call-to-action per page.

That being said, anyone seasoned in conversion rate optimization knows that best practices are one thing, and testing is everything.

Well this example from Stripe might be an example of the latter.

The above example shows not one, but two CTA’s on Stripes homepage allowing users to either explore their app, or create an account and get setup.

In the case of a homepage where you have a lot of different inbound traffic, some of which are more acquainted with your product than another, it may make sense to use two CTA’s offering users to “learn more” while also giving more seasoned users the opportunity to “get started”.

That being said it’s all about testing and data, so make sure to not blindly apply anything you see online. Remember to test it for yourself to determine what’s best.

Call-to-Action Example #13: Ancestry

Joanna Wiebe once suggested to test headline and CTA copy together.

Well this landing page from Ancestry is a great example of that.

By changing the CTA to “Save Now” in order to correspond with the special promotion Ancestry was running at the time, they were able to reinforce the discount that the page was offering, and in turn potentially increase the total number of conversions.

Remember that next time you have a promotion or sale running!

Call-to-Action Example #14: Spotify

One of the best ways to keep your users engaged on your pages is to provide a clear action oriented call-to-action that tells them exactly how to get started.

Well this example from Spoty is a great example of that. On this page we see a very simple headline that breaks down the core offering: “3 months of Premium for .99 CAD”.

Then rather than making the page more complicated than it needs to be, the CTA below simply says “Get Premium”,

Especially since the price is so low, this is a quick an easy way for users to quickly take advantage of the offering their seeing on this page.

Call-to-Action Example #15: Feedly

One of the most unique things about his CTA from Feedly is that they combine the action of upgrading with the benefit of saving.

By combining the two, they’re able to double the incentive for users to convert, while also keeping the CTA hyper-relevant the pages offer.

Call-to-Action Example #16: BMO Mastercard

This is a great example from BMO of how to create a call-to-action that action oriented, contrasting, and focused on the specific product at hand.

Notice how underneath the CTA they also put the disclaimer “get a response in under 60 seconds” in order to combat any objections users might have about how long the application process might take.

As a tip, when optimizing your CTA’s, always remember to take into consideration the immediate area around the CTA.

Often these areas can have a high impact on the overall effectiveness of your CTA. Things you might want to add could include guarantees, company phone numbers, testimonials, or expected turnaround times.

Call-to-Action Examples #17: VRBO

This call-to-action evokes an emotion in the user. By reading “discover your escape”, you start to imagine yourself on holiday. You are enticed by the word “escape” and you realize that you can “discover” yours by simply clicking on the button…

This is one of the best call-to-action examples that makes the user feel something to motivate an action from them. This is a lot more effective than saying something straightforward like “Discover our vacation homes”.

Call-to-Action Examples #18: Netflix

Netflix understands the power of straightforward simplicity with this call-to-action example. All of the important information you need to know is condensed into a very short, easy-to-read section. The CTA itself “Get Started” says exactly the thing the user wants to do.

All they ask for is an email address, and for you to hit the big red button. Simple, clever, and effective. 

Call-to-Action Example #19: Medium

Medium is an online publishing platform that’s very popular with bloggers from all spaces.

Since they touch on such a wide range of topics, it’s understandable why they would have a rather ambiguous headline to explain the different types of bloggers and content that’s on the platform.

They use a simple “Get started” CTA which is straight to the point and action-oriented.

They were also careful to choose contrasting colors to ensure that the CTA pops off the page.

Call-to-Action Example #20: RBC

RBC displays this banner underneath some of their different product pages related to investments and investment management.

This CTA is a great example of using a contrasting CTA color, along with how to incorporate immediacy into a CTA by adding the “today” portion of the CTA text.

Call-to-Action Example #21: Google Drive

Google uses a simple landing page to welcome users to their Google Drive app.

They use a clear benefit oriented headline which states “A safe place for all your files”, combined with an easy to follow CTA that says “Go to Google Drive”.

This landing page is an excellent example of how simple a headline can be, while still providing insights into the key benefits a product can provide.

Call-to-Action Examples #22: Huemor

How could you possibly resist a big launch button that says “do not press”? There’s no way you’d land on that page and not want to press it. 

This is one of the most creative call-to-action examples we’re showcasing. The genius behind this example comes from the graphic design of the button, and the fact that it actually says the opposite of what they want you to do. 

It’s so unique and eye-catching that it would be hard for anyone to scroll past.

Call-to-Action Example #23: Mailchimp

Compared with the previous Google Drive landing page, this product page from Mailchimp is night and day.

Mailchimp uses a very ambiguous headline, combined with very artistic imagery to express elements of their brand. The CTA however is clear and to the point. By choosing “Sign up Free” they are able to combat any objections users might have about price or commitment.

Call-to-Action Example #24: Neil Patel

This is an example of a banner that Neil Patel uses on his blog in order to prompt users to learn more about his courses and consulting services.

The CTA he decided to use “Learn More” is a low ask for any user, especially since they won’t need to “sign up”, or “subscribe”.

By positioning the CTA as simply an opportunity to find out more about how Neil helped a business to grow, he’s able to reduce friction and drive more users to his subsequent landing page.

Do you offer a free trial? Then get inspired by these call-to-action examples.

Call-to-Action Examples #25: Hootsuite

There are a few things that make this popup great – bright colors, a clever headline, and enticing text. However, we’re interested in the call-to-action. 

This is one of the best call-to-action examples in the way that it presents value with the word “free” and that it’s very specific and actionable. There’s also a countdown timer below the button, which creates a very real sense of urgency.

Call-to-Action Example #26: Qualaroo

This is an example from Qualaroo’s homepage where there’s a clear call-to-action to get users to sign up for their free trial.

Notice how in the formfield they ask for a user’s “work email address” since they know that’s the email they’ll likely check the most and feels less valuable than their personal one. Beside that is a simple CTA that states “Start Free Trial”, which is exactly the action that a user will take when they click.

Call-to-Action Example #27: Resumator

Resumator uses a clear and contrasting call-to-action on the bottom of their free trial form that reads “Get Started Now”.

The fact that the button pops off the page so much, combined with the immediacy added by the text “now” makes this a good example of a well-optimized CTA>

Call-to-Action Example #28: Pipedrive

Pipedrive displays a simple form at the bottom of their different product pages in order to prompt users to signup for a free trial.

What’s interesting to note about this form is that the password field comes with a default password already typed, but allows for a user to edit it if they’d like.

This reduces the total amount of effort that a user needs to invest in order to convert.

Pipedrive also uses a action-oriented CTA with “Get Started Free”, and a CTA color that helps distinguish it from the rest of the page.

Call-to-Action Example #29: SEM Rush

SEM Rush uses a one-line form that asks for a user’s domain in order to get started with a free trial.

The CTA text that they choose, “Try it” is a very simple CTA that succinctly describes the next step a user will take in the conversion process, trying it out.

Call-to-Action Example #30: AWeber

This is an interesting example from AWeber where they combine the question asked in the headline, with the subsequent answer in their CTA.

Notice how the CTA button is also massive, making it the biggest focal point on the page.

Call-to-Action Example #31: Intercom

Here is an example of a product CTA to sign up for Intercom 14-day free trial.

The CTA text “Get Started” is complemented by a couple bullet points underneath that speak to any objections users might have about signing up.

For instance, they mention that it’s easy to set up and that you can cancel at any time.

Check out these call-to-action examples to help you increase conversions on product upgrades.

Call-to-Action Example #32: Razor Social

Here’s an example of a content upgrade from Razor Social. On it they offer a free cheat sheet by filling out first name and email fields.

The call-to-action on this popup is clear and action-oriented, “Get My Free Cheatsheet Now”.

Try adding the small arrow on the right of your CTA text to see how that affects your CTA’s conversion rate!

Call-to-Action Example #33: Marie Forleo

Marie Forleo offers a free audio training course as a content upgrade for visitors to her blog.

Going against typical CTA best practices, Marie made her CTA black and subtle, and choose “Yes Please!” as the CTA text.

This content upgrade is a great example of how you should test everything to determine what resonates with your audience, while also using CTA text and copy that’s inline with your brand voice.

Call-to-Action Example #34: When I Work

This is an example of a full page landing page offering a free excel template as a content upgrade.

Notice how the hero shot of the female looks straight at the landing page headline, at which time a users attention is automatically drawn towards the yellow CTA that says “Download Template Now”.

The great thing about this CTA is how it’s specific to the content of the page (the template), and provides clear instructions on the exact next step that a user will take once they click on the button.

Call-to-Action Example #35: Wordstream

This is an example of a free tool that Wordstream offers allowing users to get a free performance report of their AdWords account.

What’s great about this CTA is how it’s clear and to the point, while also tied specifically to the action a use is taking; getting their grade.

Call-to-Action Example #36: Salesforce

Salesforce did a great job of creating an ebook landing page targeting a specific persona.

By providing an example of what type of content would be in the ebook, they are able to intrigue readers to convert on their form.

The CTA text “Get Started” has proven to be one of the highest converting CTA’s (especially spread across different industries).

If ever in doubt, give “Get Started” a try on your own landing pages today.

Call-to-Action Example #37: Happiness Blog

The Happiness Blog has a simple popup that appears prompting users to sign up for their email newsletter. For this approach, it’s highly recommended that you refer to interesting email automation examples and templates to send out emails easily and without mistakes.

They make good use of social credibility by adding “join 80,000+ people” within the subheadline of the popup, along with a number of bullet points that helps summarize the main benefits of subscribing to the blog.

The CTA itself however is a rather simple one with the CTA text being simply “Subscribe”.

Call-to-Action Example #38: Lemonstand

Lemonstand triggers a popup offering a growth guide to visitors of their blog.

Rather than choosing a CTA like “Get the Guide” or “Get Started”, they chose to use CTA text that succinctly explains the key pain point that a user would be trying to address by downloading the guide.

In this case, growing faster.

Call-to-Action Examples #39: Wishpond

Here’s one of our favorite call-to-action examples that we’ve created. This CTA is designed to increase newsletter signups by providing them with all of our marketing content – blog posts, webinars, ebooks, and more. 

The CTA text “Get ALL of our marketing stuff” is simple, straightforward, and easy to understand. It highlights the value for the user, and by writing ALL in caps, it really emphasizes that this offer is special. It’s also actionable (“Get”). This is a great way to make the user feel like they are a winner. 

Some of the most popular call-to-action examples come from webinars. If you want o get more people joining your webinar, here are some great CTA’s to draw inspiration from.

Call-to-Action Example #40: Masterclass Webinar

This webinar page uses good contrast between the CTA and the rest of the page.

Notice how in this example, they also underlined the CTA to indicate that it’s a link worth clicking.

Based on our research “Reserve My Seat” is one of the most popular CTA text for webinars, which would indicate that it likely performs well and might be worth testing on your own webinar page!

Call-to-Action Example #41: Wishpond

This is an example of a webinar CTA for one of Wishpond’s webinars.

In this example, the CTA color is highly contrasting from the rest of the page, and the CTA text of “Save My Free Spot” helps to reiterate that the webinar is free and that there’s a need to save a spot in case they might miss out.

Call-to-Action Example #42: Wistia

Wistia does a great job of incorporating best practices into this webinar landing page. Notice how they used the same color for the headline, CTA, and play button on the video?

This is to help emphasize the important points of the page and keep a user’s attention focused.

The CTA text “Register for the webinar” is simple, but works well to explain exactly what clicking the CTA will do.

Call-to-Action Example #43: Wishpond

At Wishpond we run a lot of Webinars, that’s why we’ve included another example of a webinar landing page for your reference.

Notice how the CTA button in this webinar landing page is large, contrasting, and matches the text above the form?

This is important in reiterating the purpose of the CTA, and give a reason behind why someone would want to convert.

The “my” in “save my spot” also speaks to a users in first person rather than using “save your spot”.

Based on our testing, we’ve found that this small change has positively impacted overall conversion rates.

Call-to-Action Example #44: World Vision

World Vision does a good job of making their CTA’s simple and straight to the point.

After giving some context about how donors can help by donating, their CTA “Give Now” does a great job of reinforcing the action that a user is about to take.

Call-to-Action Example #45: Charity water

Charity Water is a charity that helps provide clean water to those who don’t have access to it around the globe.

Since they spend a large portion of their time explaining how they program works, the CTA “Give Monthly” is a clear and straightforward call-to-action about what converting will entail.

Call-to-Action Example #46: Unicef

This above example is the homepage for Unicef, a charity that accepts donations to help children around the world.

What’s interesting about this example, is how they have two main CTA’s on the page, both with the same color, but with different CTA text.

The CTA on the top right is straightforward with the word “donate”, and the lower CTA is much more specific with “give a survival gift”.

This is a good example of how you can keep your CTA’s consistent on a page through things like color, but also prompt users with specific actions by changing the CTA text.

Looking to get more demos for your business? Try these call-to-action examples.

Call-to-Action Examples #47: Wishpond

Us again with another one of our favorite call-to-action examples on our site. This CTA says “tour the product” instead of “book a demo”. It sounds more casual and it’s easier to imagine what a product tour would look like. 

This helps the user feel more at ease clicking on it. It also helps them realize exactly what they will be able to find out during the product tour. It’s straightforward and to the point.

Call-to-Action Examples #48: Popupsmart

This is an excellent popup with one of the best call-to-action examples. Why? Because they give you two options that both help the company. 

You can either choose to “register now” or you can choose to “schedule a meeting”. Either way, the business is able to get you one step closer to becoming a customer. The CTA examples work well because they both present very different options and ideas, but they both essentially achieve the same thing.

This is an example of a Yes/Yes popup, as there is not a “No” option in the CTA.

Call-to-Action Example #49: Schedule a Demo

One of the primary things you want to ensure when coming up with your CTA’s is that your headline messaging and CTA text are aligned.

This is a great example of that as we see the same language “schedule demo” are used both in the headline, and in the CTA text as well.

This makes it clear exactly what a user is doing when they sign up, and can help reduce friction on a page.

Call-to-Action Example #50: Salesforce

We’ve talked a lot about creating CTA’s that are action-oriented. Well, Salesforce takes it to the next level by making their CTA text “watch it in action”.

Not only does this prompt a user to take action, it automatically implies that once a user converts on the form, something will happen.

This is a great example of a way to make converting on a demo exciting, and something worth doing.

Hopefully, you found hope you found these 50 call-to-action examples useful!

As for any conversion rate optimization tips, it’s important to A/B test them on your own site and see what works best for your audience.

What works in one industry might not work for another, and what works for one business might be completely different than another.

But hopefully, this list has given you a better understanding of what options there are out there, and some more ideas of new CTA strategies that you can implement today.

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