17 Effective Call to Action Examples

Writer:
Brianna Anderson
Editor:
Published: May 06, 2024
Last Updated:
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One of the trickiest parts of modern marketing is getting your foot in the door. People are inundated with advertising almost everywhere they go, which makes ads easier than ever to tune out. Without a strong call to action, even the best ad is more like decoration than marketing material.

call to action, or CTA, is how marketers ask their potential customers to do something. Phrases like “Click Here,” “Buy Now,” or “Sign Up” are basic calls to action. In the right circumstances, that might be all it takes to get a conversion. But many consumers may need more of a push to do what you want. That’s where more advanced calls to action come in.

An effective call to action is specific to your brand and your product. You want your product, newsletter, or webpage to stand out, seem low-risk, and have immediate benefits. The easier and safer your call to action appears, the more likely your prospects are to follow through.

Writing a great call to action doesn’t have to be hard. In fact, once you understand your marketing goals, it's simple. Here are 17 awesome call-to-action examples to get you started.

What Is a Call to Action? 

A call to action in marketing is an invitation for the audience to complete a specific action. Organizations frequently include these prompts in promotional materials to encourage customers to engage with their brand further. 

Calls to action vary widely by industry and target audience. However, all great call-to-action writers use the following techniques: 

  • Be concise: CTAs should be two to six words, not complete sentences. Use short, snappy phrases to grab the audience’s attention and inspire immediate action. 
  • Be clear and specific: Customers should understand exactly what you want them to do when they read your CTAs. Use accessible and specific language that your target audience can easily understand. 
  • Use action verbs: Calls to action use powerful verbs to motivate the audience to take the next step. For example: “Jumpstart Your Career” or “Master Data Science Tools.”
  • Convey a sense of urgency: These prompts often use time-sensitive language to inspire users to act immediately. For example, many commercials include slogans like “Act Now!” and “Enroll Today.” 
  • Use a positive tone: CTAs aim to inspire customers, not pressure or scare them into completing an action. The most effective prompts have a friendly and empowering tone. 

Calls to action are powerful tools for all businesses. They help marketing professionals create content that converts by directing clients to the next stage of the customer journey. Additionally, CTAs increase engagement by encouraging customers to keep interacting with your brand and content. 

CTAs also benefit customers. They provide specific directions and help clients understand how to proceed to the next step. This clarity reduces decision fatigue and improves the overall user experience. 

What Are the Types of CTAs? 

Marketing professionals have developed various calls to action for different purposes. Here are 10 popular types of CTAs: 

  • Lead generation: Companies use this type of CTA to convert interested visitors into potential customers. Encourage readers to share their information so you can guide them to the next stage of the buyer journey. 
  • Newsletter subscription: Many companies use email marketing to engage customers and promote their brands. A subscription CTA encourages the audience to share their email address to join the mailing list. 
  • Read more: This CTA invites readers to access additional information about the topic. It helps your audience navigate your website or follow your brand across platforms. 
  • Lead magnet: Use this CTA to offer free downloadable content to customers who enter their contact information into a submission form. Popular lead magnets include e-books, infographics, and white papers. 
  • Social sharing: Encourage your audience to share your content on their social media accounts. 
  • Product exploration: Invite your audience to discover related products or services. 
  • Promotions: Use this CTA to offer exclusive discounts or promotions to your audience. 
  • Event registration: Invite the reader to register for an in-person or virtual event such as a webinar. 
  • Free demonstration or trial: Entice potential customers with a free sample of your products or services. 
  • Contact a sales representative: Encourage the audience to close the deal by contacting a member of your sales team.

To make your content more persuasive, you can include multiple types of CTAs. For example, a blog post could end with two CTAs encouraging the reader to learn more and sign up for a free trial. This approach increases your impact by offering prospective customers more than one channel for engagement. 

How Do You Write a Call to Action? 

Writing a call to action can be challenging. You might worry that your audience will view your CTA as pushy or rude. Or maybe you have writer’s block and can only think of boring cliches like “Buy Now” and “Don’t Wait!” Don’t worry. Anyone can write compelling calls to action by following a few simple content optimization strategies. 

Start by defining your goal. What action do you want the customer to take after interacting with your content? Here are a few common objectives: 

  • Purchase a product 
  • Subscribe to your email newsletter
  • Share your blog post on social media 
  • View related content on your website

Next, create a list of action verbs related to your goal. A thesaurus can suggest unique synonyms for common or weak verbs, but avoid words your target audience might not understand. 

Once you've picked an action verb, finish writing a concise CTA with clear language that evokes positive emotions. For example, you might want customers to rent your vacation cabin. Effective CTAs could include “Book Your Escape Today” and “Reserve Now and Create Lasting Memories.” These slogans make the reader picture a blissful retreat or fun-filled family vacation. 

It's also helpful to use call-to-action phrases that highlight how your brand or product can benefit the customer. For example, “Continue Your Journey to AI Mastery” is more persuasive than “Read More About AI Tools.” You can also add relevant keywords to help your content rank higher in search engine results. 

When you add your call to action to your content, hyperlink it so the user can navigate to the next step. You can also use different fonts, background colors, and clickable buttons to make the CTA stand out from the rest of the content. 

Finally, consider using A/B testing to see how customers respond to your call to action. This technique involves splitting your mailing list in half and sending a different CTA to each group. Use data analytics tools to track each phrase’s performance and improve future CTAs. 

Top 17 Call-to-Action Examples and How To Replicate Them 

Creating effective and memorable calls to action takes careful consideration and practice. Using compelling and interesting phrases that make a strong impression on the customer is essential. But if your CTA is too aggressive or quirky, you could confuse your audience — or put them off your brand.

Here are 17 awesome calls to action that strike this balance perfectly. Studying these examples can inspire your imagination and help you improve your CTAs. And for professional help with crafting compelling CTAs, consider hiring a writer from Compose.ly.

Website and Landing Page CTAs 

Potential customers often visit company websites to learn more about their products and services. But it's easy for visitors to get lost or distracted if they're just clicking aimlessly through webpages. 

Avoid this problem by including at least one call to action on landing pages and other highly trafficked website areas. These CTAs should guide visitors to the next stage of the conversion funnel and help them navigate your content. 

1. Netflix

Sometimes a straightforward approach is the best option, especially if you have a widely recognized brand. The popular streaming service Netflix uses this principle with its landing page CTAs.

 

Netflix sign up page

 

The homepage’s background features a collage of popular films and television shows, highlighting the diverse options customers can enjoy. A bold white headline promises, “Unlimited movies, TV shows, and more.” 

Below, Netflix includes a simple CTA in a bright red button: “Get Started.” Customers can enter their email address in the submission form and click the button to begin the subscription process. 

Netflix includes a second CTA in smaller, blue text below the subscription button: “Learn More.” The company assumes that visitors already know and love their platform, so they don’t waste time repeating its benefits on their homepage. Instead, they give interested customers an invitation to subscribe immediately or learn more. 

Replicate this approach by using direct and simple CTAs on your landing pages. You should also streamline your homepage to only include the most essential information and use CTAs to point visitors to additional information. These strategies allow customers to move quickly through the conversion funnel. 

2. Airbnb

The vacation rental company Airbnb takes a different approach for its landing page for hosts. Instead of using a simple CTA, they turn their name into a verb by encouraging potential hosts to “Airbnb it.” 

 

Airbnb sign up page for renters showing how much they could make if they rented their properties

 

This strategy takes advantage of Airbnb’s widespread name recognition and status as an industry leader. The invitation suggests that property owners can profit from the brand’s reputation by “Airbnb-ing” their homes instead of simply renting them. The company reinforces this message by including an estimate of the earnings that hosts could make through the platform. 

You can incorporate this tactic into your digital marketing campaigns by using your brand name in your CTAs. This strategy builds familiarity and trust with customers. Additionally, you can use statistics to demonstrate the benefits of your products and services. 

3. Hulu

The streaming platform Hulu’s homepage is designed to appeal to people who value great content and excellent bargains. 

 

Hulu sign up showcasing bundle options for adding on Disney+ or ESPN+

 

The landing page has a simple gradient background to complement the company's green logo. At the top of the page, offers for two different subscription packages appear. Green CTA buttons invite visitors to "get them both" or "get all three." 

These CTAs use the company’s branding colors and direct language to grab the reader’s attention and emphasize the value of both bundles. The similar phrasing also empowers the audience to choose between two clear options. 

Follow this strategy by using value-oriented CTAs to compare different product packages or subscription tiers. For example, if your company offers different fitness plans, you could write, “Revamp Your Workout” for one level and “Maximize Your Gains” for the next. This approach lets you highlight the unique strengths of each option. 

4. Heyday

Heyday Skincare offers professional skincare treatments. The company’s homepage includes a CTA banner with a video of customers receiving facials and other services. The headline “Your skin, simply at its best” invites visitors to picture themselves among the relaxed, clear-skinned people in the video. 

HeyDay booking page with CTA to book a facial or become a member

The banner features two CTAs: “Book a Facial” and “Become a Member.” The company uses a white background for the first CTA, while the second has a blue background that blends into the rest of the banner. This design indicates that Heyday wants visitors to immediately engage with their services by booking a facial. Meanwhile, becoming a member is an important but secondary action. 

Incorporate this technique in your digital marketing by using visual cues to emphasize the most important CTAs. You can follow Heyday’s lead by using different colored call-to-action buttons. Bold text, different sized buttons, and other elements can also subtly guide visitors to desired actions. 

5. Evernote 

The note-taking application Evernote uses a different type of CTA to entice new customers: a free service tier. 

Evernote sign up page with CTA to start for free

The website’s homepage starts with a bold headline: “Tame your work, organize your life.” This slogan is designed to appeal to busy professionals who want to improve their lives with technology. A CTA button follows, inviting the reader to “Start for free.” This green button matches the Evernote logo in the upper left corner and stands out from the neutral colors of the rest of the page. 

A free tier lets customers access basic features and see how Evernote can improve their daily lives. Users who enjoy their experience and want more functionality may upgrade to a paid subscription. 

Offering a free trial or tier is an excellent way to attract new clients and boost conversion rates. Include a prominent CTA on your landing pages to make it easy for visitors to learn about the opportunity and sign up. 

6. Huemor

The digital agency Huemor uses CTAs to generate leads and guide visitors to the next stage of the customer journey. 

Huemor homepage with a call to action for a free website analysis

A prominent headline on the homepage declares that Huemor makes "Memorable websites that sell." The background includes an animated image of an astronaut waving at the viewer. This striking webpage immediately grabs the visitor's attention and supports Huemor's claim that it creates compelling digital content. 

The company uses two CTAs to nurture potential leads. The first, “Get a free website analysis,” encourages visitors to request a free assessment of their digital content. Huemor outlines this button in red, showing that it’s the primary action visitors should take. The second CTA invites leads to contact the company and connect with a sales representative. 

Follow in Huemor’s footsteps by using targeted CTAs to guide leads through your sales funnel. Encourage them to take direct actions to help them make a purchase decision, such as requesting a consultation or scheduling a demonstration. 

Social Media CTAs

Calls to action in a social media ad or post work a little differently than those on a website. If someone is on a company’s website, it's likely they already want to be there. Social media CTAs, on the other hand, need to be especially convincing to pull people away from their Facebook feed or favorite news site.

7. Lyft 

The ride-sharing platform Lyft uses pop culture references to attract Facebook users to its blog. 

Lyft social post showing a pink car with colored smoke

The company uses several strategies to create an ad that resonates with its target audience of young women. The first line, “Taylor really DOES make the whole place shimmer,” references a lyric from Taylor Swift’s song “Bejeweled.” The post also shows a pink luxury car in a cloud of pink and purple smoke, creating a sense of intrigue and glamor. 

At the bottom of the ad, a “Learn More” CTA invites the viewer to visit Lyft’s blog to learn about how Swift’s Eras Tour affected local economies. This CTA encourages users to leave Facebook to engage more with Lyft’s content. 

Research your target audience’s interests and hobbies to create captivating content. Use social media to show them an excerpt of this content and include a “Learn More” CTA to encourage them to visit your website for more information. This tactic drives traffic to your website while providing valuable content for viewers. 

8. Headspace

An ad CTA can also encourage users to take immediate action. The mindfulness app Headspace does so in style by giving the audience a taste of their services. 

Headspace social post with an embedded video and cta to install the app

The ad begins by encouraging viewers to prioritize their mental health: “Take care of your mind in minutes with Headspace.” The post includes a simple video that guides users through a one-minute meditation session. This content helps the audience stop scrolling, de-stress, and clear their minds. 

Below the video, the CTA "Install Now" encourages users to download the Headspace app. The ad also includes a link to the Google Play store so viewers can install the app immediately. This strategy streamlines the user journey by allowing users convenient access to the company's meditation services. 

Incorporate this strategy in your marketing campaigns to reduce friction for leads. Use CTAs like “Download Now” and “Get Started” to encourage immediate action. You can also include direct links to transition users from social media platforms to your website or app stores. 

9. Spotify

Companies like Spotify, a music streaming platform, often use social media posts to engage users and develop an online community. 

Spotify Instagram post asking viewers to add their most liked song in the comments

 

This Instagram post uses bright colors and flowers to catch users' attention as they scroll through their feed. A screenshot of a Spotify post on X appears in the middle of the image, asking users, "What's the most recent track in your Liked Songs?" The post's caption uses an informal CTA to invite viewers to respond in the comments: "no cheating, drop 'em below." 

This post engages Spotify’s existing customers by allowing them to share their favorite songs with the brand. Spotify nurtures these relationships by interacting with users in the comment section. For example, when one user posted the title of an Ariana Grande song, Spotify responded, “we’re listening ON REPEAT” with a heart-eyed emoji. 

This interactive content also increases brand awareness. Instagram users who don’t subscribe to Spotify may discover the platform through this post and become customers. Additionally, the post could encourage inactive subscribers to return to the platform to explore new music. 

Follow Spotify's lead by creating social media posts with CTAs encouraging audience interaction. You can invite your followers to share experiences or favorite products related to your brand. Polls and surveys also let you learn more about your customers while building engagement. 

10. Nøie Skincare

Combining CTAs with customer testimonials can strengthen your credibility and drive conversions. The beauty brand Nøie Skincare demonstrates how brands can use social media to showcase real customers’ experiences. 

 

Noieskincare social post pairing a cta to reach out to them with a customer testimonial

 

In this Instagram reel, a customer shares her experience with a challenging skin condition. She explains how Nøie Skincare’s serum helped her reduce redness and improve her overall skin health. The video includes close-up shots of Sandra’s skin before and after she used the product, showing the powerful effects of the serum. 

The brand includes a gentle CTA in the caption: "If you live with a skin condition or would like to discuss your skin concerns with us, we'd love to hear from you." This message encourages the audience to contact Nøie Skincare if they need skincare support like the customer featured in the post. The friendly language also demonstrates the company's empathetic approach to individuals facing skincare challenges. 

Take a page from Nøie Skincare's playbook by spotlighting customer testimonials in your social media posts. Invite clients to tell you their stories and create engaging content about their experiences. This marketing strategy uses social proof to drive conversions. 

11. Daily Look 

For many social media ads, less is more. DailyLook, a personal styling service, understands this concept well. Their posts use simple layouts and interactive content to attract attention. 

 

Dailylook social post with a video and CTA to learn more

In this Facebook post, the company uses a concise list to highlight five features of its service. The ad also includes a 15-second video of a woman trying different outfits. This content delivers key information about the brand without overwhelming the viewer. 

Daily Look uses two CTAs to invite users to keep engaging with the brand. The first encourages readers to “Take your style quiz today!” while the second says, “Learn More.” These CTAs link to a short quiz on the company website that users can take to get personalized style recommendations. 

Replicate this approach by sharing interactive content, such as polls and surveys, on your social media. This content increases engagement and lets you gather data to personalize your digital marketing efforts. 

12. Nike

Influencer marketing is one of the most effective ways to attract new customers. The athletic footwear brand Nike inspires action by combining this approach with a shop CTA. 

 

Nike social post of a girl running in a pink workout outfit

This Facebook and Instagram ad shows fashion model Reneé Maudlena Noe jogging in a bright pair of Nike shoes. The caption is written from the influencer’s point of view and explains what she likes about the product: “Isn’t the color to die for?! I LOVE them!! #TeamNike @reneenoe.” At the bottom of the post, a “Shop Now” CTA links to the shoes shown in the ad so users can make a direct purchase. 

Influencer marketing makes brands more relatable and builds trust with their target audience. It also lets Nike reach new customers, such as fashion lovers who follow Noe for her style content. Finally, using hashtags increases the visibility of the post and helps users find related content. 

Mimic Nike’s approach by partnering with content creators and influencers in your niche to showcase your products. This strategy can expand your reach and boost your brand reputation. You can also include a shop CTA to streamline the conversion process. 

Email CTAs

For more effective email CTAs, keep track of how you acquired your list of email addresses. Your customers might give you their email for a newsletter or as part of signing up for your service. The reason they trusted you with their contact info and the kind of email you’re sending affects the CTA you use.

13. Mint

People are understandably cautious with their financial information. For finance tracker apps like Mint, getting users is all about convincing people that their data will be safe. One Mint email CTA is designed to reassure people that they have nothing to fear when it comes to downloading the app.

Sign up for Mint call to action

The CTA, “Sign Up Free,” is a compelling hook for a customer base that’s obviously financially savvy. They lead into that CTA by explicitly saying there’s nothing to lose. They even link to security information for people who like to do their research.

The design is super simple, exactly in line with Mint’s overall brand. The minimalist display makes the orange “Sign Up Free” button stand out dramatically. The text even narrows as it descends, leading the eye directly toward the button Mint wants users to click.

Follow this approach by using audience profiling to understand your target market's interests and preferences. Tailor your CTAs to appeal to these specific needs. For example, if your ideal customer cares about the environment, create CTAs highlighting your brand's sustainability efforts. Learning about your audience's preferences will help you make more compelling content. 

14. Imperfect Foods

Subscription services like Imperfect Foods want to stay at the top of their customers’ minds. In particular, Imperfect’s pitch is that their customers are helping prevent food waste. In order to keep subscribers engaged and enthusiastic, they use their newsletter to bring people to their site.

Imperfect Foods website with multiple CTAs

The first half of the email makes customers feel good about themselves by demonstrating how Imperfect is preventing waste. The graphic with the plane is intriguing, and the simple CTA “Learn More” guides Imperfect subscribers back to the site. This keeps them invested in the brand and their own self-image as part of a greater movement.

The other CTA, “Get the Recipe,” sits next to a description of how to use leftovers in the home. Most Imperfect customers try to avoid waste in general. The recipe involving leftovers reminds them of Imperfect’s general utility and is yet another way to boost engagement.

Duplicate this tactic by creating content that reflects your company’s mission and makes customers feel good about themselves. For instance, you can create infographics spotlighting the effects of your sustainability efforts or community projects. 

It's also helpful to share testimonials and user-generated content from people who your company has positively impacted. Use clear and direct CTAs like "Learn More" and "Join Now" to invite audience engagement.

15. Dollar Shave Club

Emails can also be used to get people to upgrade.

Dollar Shave Club's marketing team understands that people dislike disrupting their routines. New products might not be on customers' radar. With its simple upgrade email, Dollar Shave encourages people to try new things at a low risk.

Dollar Shave Club landing page with CTA for viewers to buy their trial box

The email is offering trial sizes of five popular products. It also uses the term “commitment-free” at the bottom, reassuring people that the offer is “safe.” The headline phrasing suggests that customers are treating themselves with the purchase as well, calling the trial kit “well-deserved.” The one-two punch of luxury and a sense of safety encourages people to follow the CTAs.

The two CTAs, “Learn More” and “Add to Box,” are strategic. The black and white button “Learn More” button is an option. However, the orange “Add to Box” CTA is the largest splash of Dollar Shave’s signature color on the screen. It’s impossible to miss, and it makes the purchase as simple as a single click.

Incorporate this approach in your email marketing to cross-sell and upsell existing customers. Offer a discount or free trial for new products and services to encourage clients to leave their comfort zone. These emails should use reassuring language and emphasize the benefits of upgrading. Include a prominent CTA discount button to make it easy for customers to make a quick purchase. 

16. eMeals

Emails can also offer customers discounts and coupons. A great discount CTA is clear about the discount and the product benefit right away. The site eMeals has a catchy headline that leads to a call for immediate action.

eMeals CTA to download the app and get 30% off

The title “Cut the Carbs!” and the subtitle “Not the Flavor…” send the message that this product can help customers lose weight without giving anything up. It plays on the common idea that diet food is tasteless. However, it never mentions the word “diet,” which is often perceived negatively.

The copy reinforces the idea that their meal plan is healthy by saying it will help customers “start the year off right.” The CTA, “Get 30% Off Now,” is bright orange, eye-catching, and direct. By using the word “now,“ the call to action encourages immediate action.

eMeals is a great source of inspiration for your own marketing. Craft emails that highlight the benefits of your products without using negative language. Remember, you want customers to feel inspired by your brand, not ashamed or discouraged. 

You can also use a CTA discount to encourage leads to try your products or services. Include specific dollar amounts or percentages to show customers the tangible savings they can receive. This simple CTA can motivate new clients to take the first step toward becoming loyal customers. 

17. Birchbox 

If you don’t use newsletters, a great way to use an email list is to reward longtime customers. Beauty subscription box Birchbox sends birthday coupons to customers to encourage full-size item sales.

BirchBox email with CTA to use a birthday promo code for 20% off

People enjoy celebrating their birthday, and they enjoy getting special rewards. Birthday coupons give customers both of those experiences at once.

In this email, Birchbox looks to nudge customers towards their full-size products, which are not included in the normal subscription. By presenting it as a chance for customers to treat themselves on their birthday, Birchbox looks generous, not pushy.

The CTA “Happy Shopping!” stands out against the rest of the pastel email in stark white-on-black. It doesn’t actively tell the customer to do anything. Instead, it sounds like a fun, low-risk invitation.

Use personalized marketing to offer similar discounts for your customers. Ask new subscribers to share their birthday, location, and other relevant information when they join your mailing list. This data allows you to provide tailored email promotions for every customer. 

You can also increase engagement by designing visually appealing call-to-action images. Use colors, images, and font size strategically to capture attention and direct the reader toward a specific action. 

The Takeaway

You'll notice that all of the call-to-action examples above stand out from the content in the same way. Eye-catching CTAs guide your customers to your offer, but that's just one aspect of using call-to-action phrases for conversion rate optimization.

A good call to action sounds easy, low-risk, useful, and fun. The best CTAs come from a clear understanding of what you want your customers to do. If you can make your desired outcome sound like it’s enjoyable, helpful, and safe, people will want to click your CTA. The better you understand your goal, the better you can utilize your CTA to achieve it.

FAQ's

What metrics should I use to measure the effectiveness of different CTAs in my content?

Key metrics to monitor include click-through rates (CTR), conversion rates, and bounce rates for the pages with the CTAs. Analyzing these metrics helps identify how well CTAs are performing and where adjustments may be needed.

What are examples of common A/B tests for finding the most effective CTAs?

The possibilities are endless! Some common tests can include trying different color combinations, page placement, copy, button shape, even trying emojis. Be sure to test one variant at a time to ensure the best clearest results.

How can I integrate CTAs seamlessly into content without disrupting the user experience or seeming too pushy?

The call to action examples above can give you a lot of inspiration on how to do incorporate CTAs seamlessly. Be sure to think about the channel of the content — CTAs in an email should be handled differently than blogs or social posts. You also want to consider the user experience. The CTA should naturally give viewers the option to convert and not add friction to the journey.

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