What You’ll Learn
- The Definition of a CTA & Why It’s Important
- 3 Different Types of CTAs
- How to Create a Compelling CTA
- 21 Examples of High-Quality Calls to Action
- Common Mistakes to Avoid
- FAQs on Calls to Action
What is a Call to Action (CTA)?
A call to action is that short text you usually see inside a button that tells you what will happen if you click on it. A common call to action you might have come across is “Get Started” or “Sign-up.” These statements prompt the audience to take specific actions that will move them down the sales funnel to the next step in the buyer journey.
Now some call to actions are better than others and that’s exactly what we’ll try to explain in this blog.
The Importance of Clear CTAs
What makes a compelling CTA truly essential?
Well, it’s about more than just presenting solutions to people’s challenges. It’s about getting them to actively connect with your business, thereby transforming them from mere onlookers into loyal customers.
The best call-to-action examples show the power that CTAs can have when attempting to appeal to audiences of all types. They might address specific pain points and use just the right language to speak to their respective audiences, sucking them in and driving action.
Naturally, crafting a powerful CTA is no small feat; it demands the perfect blend of creativity and methodology.
Remember, a well-crafted CTA can be the catalyst that transforms curious individuals into devoted patrons of your brand. So, consider these diverse touchpoints in your marketing strategy and employ CTAs that resonate, captivate, and drive tangible results.
Different Types of CTAs
There are several types of CTAs you can use to connect with audiences across the customer journey, depending on your promotion and the type of action you want your audiences to take.
The following are some of the different types of CTAs and specific examples of calls to action for each:
Lead Generation CTA
Calls to action often attempt to boost conversions through certain buttons and messaging. These CTAs would appear on your website to generate leads through clicks and the submission of contact information.
One call-to-action example could include a clear lead generation CTA at the bottom of a blog post that asks people to download a free ebook or another resource expanding on the topic. In exchange, the connected form could ask for a name and email address, which would put the person in your contact list.
Contact Us CTAs
Another common type of CTA is a “contact us” button that asks people to reach out to the company. Often, these CTAs will appear at the bottom of a blog post or a web page, asking people to request more information. These CTAs could also ask people to schedule an appointment or request a free quote/estimate.
Some call-to-action examples requesting actions from people could include messages like:
- “Get in touch with an expert today!”
- “Discuss your needs with a member of our team.”
- “Request a free quote for our services today.”
- “Schedule a consultation with us to get started!”
CTAs could also help people navigate your site in a clear direction, leading people down the specific path you want them to take, from landing pages and blogs to main web pages.
Examples of call to actions involving product or service discovery could include:
- “View the new features!”
- “Learn more about these products.”
- “Find out which service is right for you.”
These and other buttons could send people to the next logical page where they can learn the ins and outs of your offerings.
These are simply a few of the many types of website CTA examples you can incorporate into your marketing and advertising efforts.
How to Create a Compelling Call To Action
Creating a compelling CTA is an art that requires finesse and strategy. Here’s how you can conjure up CTAs that practically beg to be clicked:
1. Be Creative: Infuse your CTAs with a dash of imagination. Stand out from the crowd by thinking outside the box. Blend creativity with clarity to intrigue your audience.
2. Keep It Simple: In a world of information overload, simplicity shines. Keep your CTAs straightforward and uncluttered. A clean, concise message is more likely to resonate with your audience.
3. Use Actionable Verbs: Words hold power, but verbs hold action. Use commanding verbs in your CTAs. Transform ‘Read More’ into ‘Unlock Expert Insights’ for a dynamic touch.
4. Create a Sense of Urgency: Nothing ignites action like a ticking clock. Leverage phrases like ‘Limited Time Offer’ to fuel immediate responses.
5. Provoke Emotion: Appeal to your audience’s emotions. Make them feel something – excitement, curiosity, FOMO. By touching their heartstrings, you can compel them to take action.
6. Strategize for Mobile: Most people surf the web on their mobile phones. Make sure any CTAs are large enough to read and easy to tap.
7. Leverage the Power of Color: Contrast works in your favor when used correctly. Your CTAs should be high-contrast to the rest of the page. Your most important calls to action, “Add to Cart,” “Sign-Up,” “Buy Now,” etc., should be a unique color that stands out from other CTAs on your site.
8. Be ADA-Compliant: This means making sure your content is usable by everyone, helping you reach your entire target audience. Make sure your CTAs are formatted correctly so assistive technology can access your content.
Call to Action Examples
Call to Action Examples: #1 Pinterest
Pinterest’s homepage immediately focuses your attention on signing up with a vivid floating CTA window.
Your attention is then drawn to the bright familiar blue of the “Continue with Facebook.” Many users will select this option since it’s easier to continue with Facebook than creating a new account and having to remember another username/password combination.
To further entice you they also highlight that it only takes “Access Pinterest’s best ideas with a free account.”
Two things here: not only are they advertising front and center that the service is free, but that the free price includes the best of Pinterest.
Those are two of the platform’s major features, and they’ve made sure to include them in their CTA.
Call to Action Examples: #2 Spotify
Spotify has become one of the most popular sources for digital music streaming, and judging by the call to action on their homepage, it’s no big surprise.
Even though the background image is somewhat busy, the bright, signature green of the brand stands out clearly inviting visitor engagement.
The language is simple and active for the CTA button “Get Spotify Free,” and while visitors can scroll or click to learn more, the CTA plays the dominant role.
Again, this one lays out exactly what the user gets from signing up: millions of songs at a free price point.
Call to Action Examples: #3 Dropbox
One of the cleanest CTA pages out there, Dropbox eliminates any distractions and through simple text and graphics invites the reader to get started immediately.
The bold blue of the “Get started now” button catches the visitor’s eye immediately and the copy, “create, share, manage, and track content,” quickly sums up the convenience of the service.
Notice that the company includes a small block of text that perfectly sums up the company’s value proposition and the benefit it provides its users.
Call to Action Examples: #4 Jellybee
By name, you might not know what Jellybee sells. Their big, bold CTA “Try Gummy Supplements,” lets you know right away that the company is nutrition-focused.
The overall homepage has big, clear images and the copy “You’ll never forget to take them” addresses one of the main customer pain points of taking vitamins – remembering.
Call to Action Examples: #5 Change.org
Location can play an important role in the effectiveness of a CTA, and Change.org does a great job at quickly leading the visitor to get involved.
The tagline for the site “The world’s platform for change” leads directly to their “Start a Petition” CTA button, as though it’s finishing the thought and answering your question of exactly how to create that change.
The eye-catching red and concise actionable language of the button is also helpful.
Call to Action Examples: #6 Looker
The first thing you see when you visit the Looker home page is the call to action.
In fact, you can’t miss it because it takes up the whole screen.
The CTA offers two choices: “Start Your PoC” or “Tell Me More.” That gives visitors some level of flexibility as to where they’d like to go with the company.
Looker also makes great use of color in its above-the-fold promo. The banner is eye-catching but not overwhelming.
And take a look at the color of the button itself. It’s almost red, which will inevitably draw eyes and is often associated with power, but more hot pink, which can be associated with creativity.
Call to Action Examples: #7 Blue Apron
Blue Apron delivers a double-whammy with its CTAs.
But if you’re not persuaded by that one, a pop-up will appear as you navigate away, advertising $30 off.
The beauty of the CTA is two-fold: First, it doesn’t just give you the option to accept the coupon. Instead, if you want to get rid of the pop-up, you have to click a “Reject $30 off” button.
Who doesn’t feel a little silly rejecting free money? It makes you stop and think before clicking, which is exactly the point of a well-designed CTA.
Call to Action Examples: #8 The Persuasion Revolution
The Persuasion Revolution did a lot of things right.
First, it offers a clear, above-the-fold explanation and a CTA button.
Second, that button is bright against the stark white, making it an easy eye-catch.
Third, that copy. It’s clever and funny, and it’s persuasive. It makes you think that whoever’s behind this site knows what they’re doing and makes you want to read more.
And of course, the words used in the CTA button set it apart from your usual button copy. You don’t want to read more or sign up, you want to be persuaded.
On top of that, it gives the reader an idea of the tone and style of the brand right away, which will ultimately help them decide if it’s the site for them or not.
Call to Action Examples: #9 Hotjar
The Hotjar CTA button includes the text that every visitor wants to see: “Try it free.”
It gets better. Just below that button, you’ll see a wonderful phrase that puts people’s minds at ease: “No credit card required.”
Sometimes, SaaS companies advertise a free trial but insist on a credit card number so they can charge people after the free trial period ends. Not so with Hotjar.
There’s also some social proof above the fold: “Trusted by over 300,000 companies.”
Colors are also key: notice (how could you not?) the highlighted “understand your users.”
This is speaking directly to one of its target audiences’ biggest pain points, and incorporating it into its CTA is a brilliant way to get more sign-ups from the right people.
Call to Action Examples: #10 Campaign Monitor
Everything above the fold on the Campaign Monitor home page is the CTA.
The headline reads, “Make your emails unforgettable.” That’s exactly what people who are interested in an email solution are looking for.
And, once again, the CTA includes social proof, “more than 250,000 businesses worldwide trust Campaign Monitor” as well as the helpful “No credit card required” statement.
Call to Action Examples: #11 Pocket
At the top of the Pocket homepage, the CTA gives you the opportunity to sign up with Google.
Referred to as a “social sign up” or “social login,” these types of CTAs drastically reduce the amount of fake and/or incorrect sign-up information businesses receive.
They’re a great way to gather leads because people only have to click a couple of times and they’re done. No need to enter a name or email address.
The CTA also offers visitors the option to sign up the old-fashioned way: with an email address. In doing so, it gives people a choice.
Call to Action Examples: #12 Bulletproof
The Bulletproof home page features a scrolling call to action. In fact, it’s two different CTAs that each scroll after several seconds.
Normally, that might not be very effective. But in this case, it works.
That’s because the website uses an attractive, eye-catching color scheme.
Also, each CTA has its own button text that goes straight to the point. For example, one button simply reads: “Save 30% Now.”
Call to Action Examples: #13 TaxJar
TaxJar leads with this headline: “Spend Time on Your Business. Not Sales Tax.”
Boom. Short and to the point.
Even better, the subheading includes a magic word: “automate.”
Business owners are always looking for ways to automate processes so they can save time. That’s why the TaxJar CTA is so effective.
Call to Action Examples: #14 Usabilla
“Build Future-Proof Customer Experiences.”
That’s the headline you’ll read when you visit the Usabilla website.
Just below that headline, you’ll see a CTA button that reads “Request a Demo.”
It’s all centered at the top of the page so visitors can’t miss it.
Additionally, there’s another “Request a Demo” button in the upper, right-hand side of the screen. That gives visitors another opportunity to convert.
Call to Action Examples: #15 Sleeknote
The headline on the Sleeknote home page is fairly compelling: “Engage Your Visitors with On-Site Messages.”
But it’s the subheading that probably sets the hook: “Say goodbye to annoying popups.”
That’s important because there’s no shortage of digital marketers who are looking for ways to reach people without the nasty interruptions that accompany traditional popups.
Sleeknote is telling those marketers that it has a solution.
And then there’s the oh-so-important word “free” in the button text: “Start a 7-Day Free Trial.”
Call to Action Examples: #16 Viral Loops
It’s easy to make blue and red look ugly together. The folks at Viral Loops managed to put those two together in a web design that’s really sharp.
Embedded in that color combination visitors will see this headline: “Referrals Made Easy.”
Say no more. Who doesn’t want more referrals?
The upper third does say more, though. It uses powerful words like “revolutionary” and “viral.”
The CTA text is simple: “Try For Free.”
Call to Action Examples: #17 The Skimm
Things we love about the Skimm: First, it immediately intrigues us with its headline “Making it easier for you to live smarter.”
Next, it explains exactly what you can expect from the service: daily emails with all the latest news you need to know.
Then it asks for the signup, while using social proof to inform you that millions have already signed up so you are, in fact, in very good company.
And last, it loses simplicity to get the point across. No crazy colors or graphics, just a striking logo, and white background, which makes the CTA box stand out that much more.
Call to Action Examples: #18 Cisco
This one departs from the norm on a list a little, as this CTA actually comes from a display ad.
It’s great because it uses CTA text you don’t see very often: “Are You Ready?”
Why is it so effective? Because the ad copy just above it agitates.
It makes people nervous by reminding them about the possibility of a digital security breach.
Also, the black-and-white backdrop with the shady character in the background is an attention-getter.
There’s not much to read, either. The ad also works because it’s minimalist.
Call to Action Examples: #19 HubSpot
HubSpot’s CTA strategy is straightforward and effective.
By emphasizing the word “free” on the button, they ensure visitors understand that there’s no payment required on the subsequent page. This approach removes any hesitations that visitors might have about taking action.
Moreover, it’s worth highlighting that this CTA’s success is partly due to the product it promotes—HubSpot CRM.
The product’s concise and catchy name greatly contributes to the CTA’s effectiveness.
Call to Action Examples: #20 Brooks Running
Ever experienced the frustration of wanting a product only to find it sold out? Sellers feel the pinch too. But remember, running out of stock doesn’t mean the end of promotion.
Take Brooks Running for example. They’ve mastered the art of turning scarcity into an advantage.
Picture this—a sleek shoe catches your eye, but it’s out of stock. Instead of losing your attention, Brooks entices you with a smart CTA, “Find out when we have more.” This simple move transforms disappointment into customer loyalty. Without it, that shoe might slip your mind.
Click that inviting blue button and Brooks guides you to a page where a quick code text keeps you in the loop. When the shoe’s back, you’re the first to know. It’s a win-win tactic.
Call to Action Examples: #21 SPCA International
As previously mentioned, emotions are some of the most powerful motivators. When your CTA drives an emotional response, it captures your audience’s attention and engages them on an even deeper level.
A stronger emotional tie sets your content apart from the competition. SPCA International’s CTA “Join our cause” creates a connection without manipulating or deceiving your audience.
Common Mistakes When It Comes to CTAs
As you work on creating the right CTAs for your website and ads, there are some mistakes to avoid in the process. The following are some examples of CTA missteps that could hurt your efforts:
1. Incorporating Too Many CTAs
One issue you might have is using too many calls to action. Examples of these instances could include giving people multiple paths to take with two or more buttons appearing throughout a web page, which could only serve to confuse your audiences. If anything, having too many CTAs could lead people to choose none of them in the end as they can’t make a clear decision.
Like many other aspects of marketing, simple is often best regarding CTAs.
2. Not a Clear Value Proposition
People won’t want to perform the desired action in your CTAs if you don’t make it clear what benefits they’ll get. Show people what they can get in a brief format, such as the relief of a highly specific pain point while compelling people to learn more about this and other benefits.
3. Not Personalizing CTAs When Appropriate
When possible, it’s often best to personalize CTAs, as these types of CTAs can convert up to 202% more effectively than conventional CTAs.
While general call-to-action ads—like a TikTok call-to-action—might be less personal, you might include personalized CTAs in marketing emails and other personal correspondence once people become leads. Some call to action examples here could include:
- “Learn more about the products you love!”
- “Find the right solution based on your preferences!”
- “Interested in [specific product/service]? Explore it here!”
4. Poor Placement
Another major mistake businesses can make with CTAs is placing them poorly. Call to action examples of this could include neglecting to put CTAs on the homepage, which is detrimental seeing as a homepage CTA can boost conversions by as much as 121%.
Call to Action FAQs
1. What is a Call to Action?
A call to action is the most important element of a webpage. The CTA is a directive statement that leads the user to their goal.
It is, literally, calling the customer to take a decisive positive action lower into the sales funnel.
2. Why Do You Need a Call to Action?
Having any boring CTA that does not pop out to the customer means you will miss out on valuable customers and conversions.
A strong CTA will convince customers to act right now for the benefit of your business.
The two main functions of a CTA are to direct the customer on what to do and motivate them to take action to do it.
A good CTA will give the potential buyer the basis for pulling the trigger to make a final purchase.
3. How Do You Write a Call to Action?
Writing a strong call to action (CTA) includes some of the following steps:
- Start your CTA with a command verb such as “order,” “subscribe,” and “Find out.”
- Give your audience a reason to take action
- Take advantage of people’s fear of missing out
- Be creative
- Demonstrate enthusiasm and an emotional response
4. Can One Call to Action Suit Every Audience?
Not quite. Crafting a CTA that clicks requires catering to your target audience’s mindset. Each audience segment might respond differently to varying CTAs. Tailoring your CTAs to resonate with specific groups ensures you’re hitting the right chords and maximizing conversions.
5. How Do Calls to Action Align with Brand Messaging?
Think of CTAs as the rhythm that matches your brand’s melody. Seamless integration is key. Whether your brand conveys playfulness or professionalism, a consistent tone between your CTA and your brand narrative cultivates trust and familiarity.
6. Are Visual Elements Important in Calls to Action?
Absolutely. Visual elements in CTAs play a pivotal role. A well-designed button, strategically placed on your page, can draw attention like a moth to a flame. Vivid colors, distinct typography, and concise messaging can work together to create a CTA that’s impossible to ignore.
7. What Are Examples of Calls to Action?
There are plenty of call to action examples you can incorporate, depending on the specific action you want people to take. Some specific call to actions examples include:
- “Sign up with us now!”
- “Get started with us today!”
- “Learn more about our offerings here!”
- “Discover what this product can do for you.”
- “Get the details here!”
Including these and other messages with buttons or links can go a long way in attracting new prospects, leads, and customers.
Ready to Improve Your Call to Action?
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