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Home Blog Business and Marketing​​ Marketing​ How To Write a Call to Action That Converts (Best Practices) 
preview of website landing page with an example call to action
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How To Write a Call to Action That Converts (Best Practices) 

Key takeaways 

  • A call-to-action (CTA) leads customers and users through their journey using phrases or sentences clearly defining the next action steps. 
  • The design, placement and visibility of your CTA are crucial for catching the user’s attention. 
  • Clear, direct language in your CTA is essential to avoid confusion and ensure users know exactly what to do. 
  • Regular A/B testing helps optimize your CTAs and find the most effective language, design, and placement for better results. 

You’ve put in the effort—writing great content, designing a clean page, or offering something valuable—but still, users are clicking away without doing anything.  

The problem might be simple: there’s no clear next step. That’s where a good call to action (CTA) comes in. It tells your visitors exactly what to do next, such as making a purchase, signing up for a service, or downloading a resource.  

Let’s explore the key elements of a great call-to-action, where and when to use it, and provide examples of both weak and strong CTAs to guide you in crafting your own. 

What is a call-to-action in marketing 

A CTA is a prompt inviting users to take immediate action. It can take in various forms such as:  

  • Buttons 
  • Links 
  • Text  
  • Pop-ups 
  • Images 
  • Videos 
  • Social media posts 

In digital marketing, CTAs are essential for converting website visitors into potential customers. They guide users toward the next step. Without a clear CTA, users may leave a website without completing the desired action, whether that’s purchasing a product, signing up for an email list, or requesting more information.  

Effective CTAs also improve the user experience by providing clear next steps and reducing confusion. They can significantly increase conversion rates because the more users know what action they need to do next, the better chances they’ll actually reach your marketing goals. 

Types of CTAs 

There are several types of CTAs commonly used in marketing. Each type is designed to suit different stages of the customer journey and goals. 

Here are the most common ones: 

  • Action-oriented CTAs. These CTAs focus on encouraging immediate action from users.  
  • Benefit-oriented CTAs. These emphasize the value the user will receive by clicking the CTA.  
  • Urgency-based CTAs. These create a sense of urgency to prompt users to act quickly.  
  • Scarcity CTAs. These highlight limited availability to spur immediate action. 
  • Lead generation CTAs. These are designed to collect user information, often used in content marketing or email sign-ups.  
  • Download CTAs. These encourage users to download an app, guide, template, or other resources.  
  • Trial offer CTAs. These encourage users to try a service or product for free.  

50 good examples of calls-to-action in writing 

Each of these CTA types can be customized with the right language and design. 

Here are some call-to-action examples, categorized by type to help inspire you: 

1. Action-oriented CTAs 

  • Get Started Now 
  • Sign Up Today 
  • Join the Movement 
  • Start Your Free Trial 
  • Create Your Account 

2. Benefit-oriented CTAs 

  • Unlock Premium Features 
  • Claim Your Free Gift 
  • Get Instant Access to Exclusive Content 
  • Save Money Today 
  • Experience the Benefits Now 

3. Urgency-Based CTAs 

  • Limited Time Offer – Act Now! 
  • Sale Ends in 24 Hours – Don’t Miss Out! 
  • Hurry, Only 3 Items Left! 
  • Shop Now Before It’s Gone! 
  • Last Chance – Order Today! 

4. Scarcity CTAs 

  • Only a Few Left – Get Yours Now! 
  • Buy Now While Supplies Last! 
  • Hurry, Sale Ends Soon! 
  • Limited Edition – Buy Now! 
  • Last One in Stock – Grab It Before It’s Gone! 

5. Lead generation CTAs 

  • Download Your Free eBook 
  • Get Your Free Guide Today 
  • Sign Up for Our Newsletter 
  • Subscribe Now for Exclusive Updates 
  • Join Our Email List and Get Special Offers 

6. Download CTAs 

  • Download the App for Free 
  • Get Your Free Template Now 
  • Download Our Exclusive Report 
  • Download the Guide for Free 
  • Grab Your Free Checklist Today 

7. Trial offer CTAs 

  • Start Your Free 7-Day Trial 
  • Try It Free for 30 Days 
  • Get a Free Trial of Our Service 
  • No Credit Card Needed – Start Free Today 
  • Experience the Full Version – Free for 14 Days! 

8. Subscription CTAs 

  • Subscribe Now and Get 20% Off 
  • Join Our VIP List for Exclusive Offers 
  • Get Updates Delivered to Your Inbox 
  • Sign Up for Free to Stay Informed 
  • Become a Member Today and Access Premium Content 

9. Purchase CTAs 

  • Buy Now and Save 20% 
  • Add to Cart 
  • Shop Now 
  • Claim Your Discount Today 
  • Get Yours Before It’s Gone! 

10. Contact Us CTAs 

  • Contact Support for Assistance 
  • Talk to an Expert Today 
  • Get in Touch with Our Team 
  • Have Questions? Reach Out Now 
  • Contact Us for More Information 

Where and when to use a CTA? 

CTAs can be used almost anywhere. In fact, when done well, users barely notice them because they feel natural and intuitive. But to save you time from looking at different websites and marketing materials that have good CTA placements, we’ll list the top ideal locations for your CTA instead. 

  • Homepage. The homepage is often the first interaction users have with your brand, so it’s important to feature CTAs that guide users toward the next steps to your primary goal immediately. 
  • Landing pages. On landing pages, it’s important to keep the CTA simple and focused. Since the landing page usually has a singular goal—such as getting the user to sign up for a service or download a product—your CTA should be aligned with that goal. 
  • End of blog posts. Once users have consumed valuable content, encourage them to take the next step. After providing helpful insights, prompt users with CTAs like “Subscribe for More Tips” or “Read More Articles” to keep them engaged with your content. 
  • Product pages. Product pages should include CTAs like “Add to Cart” or “Buy Now” to drive purchases. Position your CTA button close to product descriptions, images, or reviews to make it as convenient as possible for your target audience to take immediate action. 
  • Pop-ups. Pop-ups are an effective way to grab attention at key moments. They are often used to offer discounts, special deals, or prompt email sign-ups. For example, “Claim Your 10% Discount” or “Get Your Free ebook Now” can be used to capture user interest when they’re about to leave or after they’ve spent time on the page. 

Your CTA works best when they’re visible and shown after delivering value—when users are already engaged and more likely to take action.  They’re more persuasive when they clearly position your product or service as a solution to the user’s problem. It’s even more impactful when you have time-sensitive promotions and use urgent messages. 

Key elements of persuasive calls to action 

We’ve written some examples, but we haven’t examined what makes them persuasive. For a CTA to be effective, there are several key elements to consider: 

  • Clarity. The CTA must clearly communicate what action the user is expected to take. A vague or unclear CTA can confuse users and lead to a lack of action. For example, “Click Here” is too vague, while “Start Your Free Trial” clearly conveys what action the user should take.
  • Urgency. Urgency pushes users to act immediately rather than delay. Phrases such as “Limited Time Offer” or “Act Now” create a fear of missing out (FOMO), motivating users to take quick action. Urgency encourages users to act on the spot instead of waiting and changing their minds later on.
  • Value. Users want to know what’s in it for them. Highlight the benefit they’ll get by taking action. For example, “Claim Your 20% Discount Today” or “Get Instant Access to Premium Content” clearly outline the value users will receive, which motivates them to click the CTA.
  • Visibility. Even a strong CTA won’t work if people can’t see it. Your CTA must stand out from the rest of your content. You do this through design elements such as contrasting colors, larger buttons, and bold text. The CTA should be placed where it’s easy for users to find, whether it’s at the top of the page or at the end of a web page.
  • Action words. Using action verbs like “Get,” “Start,” “Join,” or “Buy” makes your CTA more attractive. Action-oriented language prompts users to take immediate action and clearly communicates what they need to do. A CTA like “Click Here” is passive, while “Get Started Today” is much more direct and compelling. 

How to write a call-to-action 

Now that you know which elements to include, here are some concrete steps to write a CTA that gets results.  

Step 1: Know your audience 

To write a CTA that resonates, you need to know what matters to your users—what their pain points are, what solutions they’re looking for, and what motivates them to act. For example, if you’re targeting busy professionals, a CTA like “Save Time – Start Your Free Trial” might work better than just “Sign Up Now.”  

Tailoring the CTA to speak directly to your audience’s desires or needs increases the chances that they will click. A personalized CTA shows users that you understand their challenges and can offer them a solution. 

Step 2: Use clear, direct language 

A good CTA should leave no room for confusion. You want your users to know exactly what you want them to do and what they’ll get from it. So avoid vague or overused phrases like “Click Here” or “Learn More,” as these don’t communicate any urgency or specific action.  

Instead, use action-oriented language that clearly defines the next step. Phrases like “Buy Now,” “Sign Up for Free,” or “Download Your Free Guide” tell the user exactly what will happen when they click. A direct CTA makes it clear to users what to expect, which increases the likelihood that they’ll follow through. 

Step 3: Keep it short and sweet 

The most effective CTAs are concise and to the point. Long or complicated sentences can confuse users or make them hesitate. Phrases like “Shop Now” or “Join Today” are short, easy to understand, and create a sense of urgency. The goal is to make it as easy as possible for the user to act without overloading them with information.  

Step 4: Make it stand out 

Your CTA needs to grab attention without being overwhelming. To make your CTA stand out, use design elements like bold, contrasting colors that make it pop against the rest of your page. A large button with clear, readable text works better than a small, text-only link.  

Position the CTA where users can easily find it—either at the top of the page, after key content, or at a natural stopping point. But, while it’s important for the CTA to stand out, you don’t want to make it too intrusive or distracting. Strike the right balance between visibility and user experience. 

Step 5: Test and optimize 

Even if you think your first CTA is perfect, you still need to test it. A/B testing tries out different versions of your CTA, such as variations in language, design, or placement. For example, you might test “Start Your Free Trial” against “Try It Now,” or see if a green button performs better than a red one. 

Track the results and tweak your CTA copy based on what works best. Through constant optimization, you’ll find the CTA that gets the highest conversion rate. You can also use Google Optimize, Optimizely or other tools to run tests and track your results. 

Regularly testing and tweaking your CTAs ensures that you’re always improving and staying aligned with your audience’s preferences. 

3 CTA examples from top brands 

Network Solutions 

network solutions website landing page

Network Solutions’ website has several call-to-action examples. What’s most noticeable is the green button with the minimal “Search” CTA, however it’s complemented by another bold headline which is the “Search for your perfect domain name”. You don’t need to write a long and cramped button if the header already explains what the web page will do.  

Spotify 

spotify pop up

Spotify uses clear CTAs like “Sign up free” and “Download app” with the primary CTA styled in green for visibility. Secondary CTAs like ‘Log in’ appear as simple bold links to keep the focus on user acquisition. However, those three aren’t the only CTAs in the image. “Start listening with a free Spotify account” is another CTA that directs users to the button.  When used together, multiple CTAs and supporting copy can create a seamless user experience with the proper direction to your desired action.  

Netflix 

netflix landing page

Netflix’s “Get Started” CTA button catches attention with its bold, red-colored button and white font. But just like Spotify and Network Solution’s web pages, it also used a more subtle call-to-action “Enter your email to create or restart your membership.” Together with the web design, it provides a straightforward user journey for website visitors. 

Common mistakes to avoid when writing a call-to-action 

With the examples provided earlier, you’re ready to make you own CTAs. Let’s just straighten out what to avoid so you can be more confident in your writing. 

  1. Using vague language. A vague CTA doesn’t give the user a clear idea of what action they should take next. It’s important to be specific and tell the user exactly what to do. A well-defined CTA removes any confusion and directs the user toward a clear, actionable goal. 
  2. Overloading the user with options. Offering too many options can overwhelm the user and lead to decision fatigue. Focus on a single, primary CTA per page, and let secondary CTAs play a supportive role. For example, while your main CTA might be ‘Buy Now,’ a secondary one like ‘Learn More’ can appear less prominently. 
  3. Not considering the user experience (UX). The placement, design, and flow of your CTA are key to ensuring a smooth user experience. If your CTA is hard to find, poorly placed, or doesn’t even fit with the overall layout of the page, users aren’t going to engage with it. Ensure the CTA is visible, easy to click on, and placed where it makes sense in the user’s journey. 
  4. Failing to align the CTA with the content or page goal. If you’re offering a product page, don’t lead users to a newsletter sign-up. Instead, encourage them to add the product to their cart or buy it now. Similarly, if your goal is to build an email list, make sure your CTA clearly communicates the value of signing up. Misaligned CTAs can confuse users and result in missed opportunities. 

Weak CTA  

Reason for weakness  

Strong CTA  

Reason for strength  

Click Here  

Vague and non-actionable  

Start Your Free Trial Today  

Action-oriented and clear  

Submit  

Too generic and lacks urgency  

Get Instant Access  

Creates urgency and highlights value  

Learn  

Too passive, lacks direct action  

Read the Full Guide Now  

Direct and benefit-driven  

Sign Up 

Doesn’t specify the benefit  

Join for Free Today and Save 20%  

Clear value proposition and urgency  

Start  

Doesn’t communicate urgency or value  

Claim Your Spot Before It’s Gone  

Urgency and scarcity create motivation 

 

Of course, these are on a case-to-case basis.  You don’t need to pack your page with strong CTAs. They’re more effective when they complement each other. For example, strong CTAs are better for captions or headers, while short and “weak” CTAs are best for buttons that don’t take off the focus from the main goal of the page. 

Write a strong call to action for your marketing materials 

A great call-to-action can make all the difference in your marketing efforts. It turns interest into action, whether that’s a purchase, a sign-up, or a download. To make your CTAs work, focus on being clear, creating a sense of urgency, offering value, and making them stand out in the design. And don’t forget, the job isn’t done once you’ve written your CTA—testing and tweaking it along the way will help you fine-tune your approach and get the best results. 

 To take your campaign even further, pair your CTAs with Network Solution’s online marketing tools. You can improve your SEO, deploy pay-per-click ads, or work with the professionals to do the heavy lifting for you.  

Frequently asked questions 

What is an example of a call to action? 

An example of a CTA could be “Start Your Free Trial” or “Buy Now,” both of which clearly guide users toward taking a specific action. 

How do I format a call to action? 

Format your CTA by using clear, action-oriented language, keeping it short and direct. Make sure it stands out visually, using contrasting colors or buttons, and place it where it’s easy for users to find. 

What is an example of a call-to-action speech? 

In a speech, a call to action might sound like, “If you want to take control of your health, sign up for our free fitness plan today.” 

What to say in a call to action? 

Use clear, actionable phrases like “Download Now,” “Join Today,” or “Start Your Free Trial,” making sure the user knows exactly what they need to do next. 

How do I make my CTA more noticeable? 

Make your CTA pop by using bold colors, larger buttons, or contrast in design. Position it where it’s visible without being intrusive, such as at the top of the page or after important content. 

Should my CTA be a button or a link? 

A button is generally more effective than a link because it’s more visible, interactive, and can be styled to grab attention. 

How do I create urgency without sounding pushy? 

Create urgency by focusing on the benefit of acting quickly. For example, “Don’t miss out on 20% off today!” rather than pressuring users with overly aggressive language. 

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