A Call to Action (CTA) is one of the most powerful tools in digital marketing. It’s a prompt on a website that encourages visitors to take a specific action, whether that’s signing up for a newsletter, making a purchase, downloading a guide or simply clicking a button to learn more. CTAs are designed to guide users through the sales funnel, nudging them towards conversion. Given the abundance of content online, a well-designed CTA can help cut through the noise, grab a visitor’s attention and drive interaction on your site. Keep reading to see examples of great CTA prompts, when to use them and how to design the perfect Call to Action for your website.
How CTAs can help your site
CTAs can be found across various types of websites, from e-commerce to informational blogs and are an integral part of any online marketing strategy. They serve multiple functions, such as boosting sales, increasing engagement, collecting user data and guiding customers towards their next step. For sites that offer a lot of content, effective CTAs can help streamline navigation, making it easier for users to find what they are looking for.
In essence, CTAs act as an additional marketing tool, focusing user attention on key actions you want them to take. Let’s delve into what makes a great CTA and explore some examples that have proven to be effective in driving traffic and sales.
Examples of great CTAs
A great CTA typically consists of a few core elements:
- Striking Colours: The colour of a CTA button should contrast with the surrounding content to stand out and grab attention.
- Graphics: Visual elements such as icons or images can help draw the eye to the CTA. You should remember to optimise images on your site.
- Clear Text: The message should be concise, clear and action-oriented, urging users to take immediate action. Click here to learn how to write great website text.
Below is a list of 20 fantastic examples of CTAs, along with explanations of why they work effectively.
1. “Get started for free”
- Why it works: This CTA offers a low-risk way for users to begin engaging with a product or service. The word “free” is a powerful motivator, as it eliminates the barrier of cost.
- Visual Cue: A brightly coloured button with contrasting text will stand out, drawing the user’s attention immediately.
2. “Subscribe now and get 20% off”
- Why it works: This CTA provides immediate value to the user, enticing them to subscribe with the promise of a discount. It creates a sense of urgency with the word “now.”
- Visual Cue: Bold colours and a discount badge will make this CTA hard to ignore.
3. “Download your free guide”
- Why it works: Offers valuable content in exchange for a simple action (download), appealing to users looking for information.
- Visual Cue: A clickable button with a document icon will reinforce the idea of downloading a resource.
4. “Try it risk-free for 30 days”
- Why it works: Reduces the perceived risk by offering a trial period, encouraging users to test the product without financial commitment.
- Visual Cue: Using trust-building colours like blue and including a small “No Credit Card Required” text will enhance credibility.
5. “Add to cart”
- Why it works: Direct and simple, this CTA is a staple in e-commerce, clearly indicating the next step for shoppers ready to make a purchase.
- Visual Cue: A prominent button in a contrasting colour like orange or green stands out on product pages.
6. “Book your free consultation”
- Why it works: Encourages users to take the next step in a service-oriented business, offering a free entry point to engage.
- Visual Cue: Including a calendar icon, will make it clear this is an appointment booking.
7. “Sign up and save”
- Why it works: Combines a call to action with an incentive, encouraging immediate registration in exchange for a discount.
- Visual Cue: The word “Save” should be emphasised in bold or different colours to highlight the benefit.
8. “Join our community”
- Why it works: This CTA creates a sense of belonging and invites users to be part of a larger group, appealing to those who value community interaction.
- Visual Cue: An icon of people or a community symbol will reinforce the idea of joining a group.
9. “Get a free quote”
- Why it works: Appeals to users in the decision-making phase who want to know the cost upfront. It’s particularly effective for service-based businesses.
- Visual Cue: A calculator or money icon can help visually convey the idea of getting a price estimate.
10. “Learn more”
- Why it works: A simple yet effective CTA for users who are not ready to commit but want to gather more information.
- Visual Cue: Often used as a secondary CTA in a muted colour to invite exploration without pressure.
11. “Start your free trial”
- Why it works: Entices users to try a service with no initial cost, lowering the entry barrier.
- Visual Cue: Highlighting “Free” in a bold colour will make it a strong draw.
12. “Shop now”
- Why it works: Directly urges users to start shopping, especially effective on promotional banners or featured product sections.
- Visual Cue: A shopping cart icon is a familiar visual that signals commerce.
13. “Claim your offer”
- Why it works: Creates urgency and prompts immediate action by suggesting a limited-time deal.
- Visual Cue: A limited-time countdown clock or badge amplifies the sense of urgency.
14. “Get instant access”
- Why it works: Plays on the desire for immediate gratification, perfect for downloadable content like e-books or webinars.
- Visual Cue: A lock icon being “unlocked” visually implies access.
15. “Donate now”
- Why it works: Creates a strong, urgent call to action for non-profits, appealing to the user’s sense of altruism.
- Visual Cue: A heart or hand icon will add an emotional touch to the CTA.
16. “Limited time offer – act now”
- Why it works: Creates urgency with a time-sensitive call to action, pushing users to act quickly.
- Visual Cue: Using bold colours and timer graphics will create a sense of immediacy.
17. “Reserve your spot”
- Why it works: Ideal for events, webinars or classes, it encourages users to secure their place before it’s too late.
- Visual Cue: A ticket or calendar icon helps convey the concept of booking.
18. “Send me deals”
- Why it works: This CTA invites users to receive promotions, perfect for email list building.
- Visual Cue: An envelope icon next to the button reinforces the idea of email communication.
19. “Explore our features”
- Why it works: Encourages users to learn more about what a product or service offers without committing to a purchase yet.
- Visual Cue: An interactive icon like an arrow pointing forward can prompt clicks.
20. “Unlock exclusive content”
- Why it works: Appeals to users’ curiosity and desire for unique, members-only content.
- Visual Cue: A lock icon adds a visual representation of unlocking something special.
Final thoughts
CTAs are versatile tools that can guide users towards specific actions on your website. They can help highlight key features, promote special offers, encourage newsletter signups and drive social media engagement.
Integrating effective CTAs into your online marketing strategy is essential for enhancing user experience and achieving your business goals. While crafting a compelling CTA involves understanding your audience and their needs, a well-placed CTA can significantly boost interaction, keep users engaged and ultimately, convert casual visitors into loyal customers. Whether it’s to increase sales, build an email list or simply improve site navigation, a thoughtfully designed CTA is a valuable asset for any website.
