Strong call to action (CTAs) don’t just cap off your marketing copy, they make or break it.Whether you’re running paid campaigns, optimizing landing pages, or writing email flows, your call to action is the moment of truth. It's where engagement turns into conversion, or falls flat.
And yet, too many CTAs default to vague verbs or generic phrases that dilute the offer. In a competitive environment where click costs are rising and attention spans are shrinking, that’s not just a missed opportunity; it’s wasted budget.
It’s why marketers obsess over optimization, from headline testing to offer positioning, and increasingly rely on tools like lead capture software to manage the flow of responses. But even the best software can’t fix a weak CTA. If the message doesn’t drive action, there’s no lead to capture.
A good CTA uses clear verbs, creates urgency, and matches user intent. A strong CTA tells users exactly what to do and why it benefits them, increasing conversions.
This guide dives into 10 high-performing CTA examples, breaks down the tactics behind them, and shows you how to write CTAs that actually convert. Whether you're A/B testing button copy or overhauling funnel flows, these insights are designed to help you drive measurable lift.
Many marketers make the mistake of thinking that CTAs are not necessary, especially since a call to action only takes up a small part of their website, email, or landing page. They also imagine that slapping common CTA examples like “Buy Now” or “Subscribe” on their copy would convert well for them.
But the truth is that your conversions would tank if you don’t create strong CTAs. Why? The average person spends nearly 2 hours and 24 minutes daily on social media, consuming more content than ever. As a marketer, this means you’re literally in direct competition for people’s attention against Zoom calls, TikTok, Netflix, Instagram, and other social platforms.
In a world where attention spans have dropped to almost 8.25 seconds due to the numerous content and information channels available, you’d be doing a disservice to your readers if you didn’t use strong CTAs. A good CTA should grab people’s attention, make them notice what they stand to gain, and prompt them to take action.
So how can you create a strong call to action? First, you need to set the right foundation.
No builder sets out to build a house without having a plan or laying the foundation. Similarly, you need to set the foundation for your CTAs before you begin writing.
Here are two questions that can help you lay the groundwork:
When writing CTAs, start with an end goal in mind. What action do you want your audience to take? Do you want them to sign up for your newsletter? Book a demo? Buy your products?
Whatever the goal is, it should be specific and straightforward. Don’t bombard your audience with too many options at once. Offering several choices confuses the audience and hurts your conversion rate opportunity.
Knowing your audience goes deeper than creating a random “Marketing Mary” persona. You need to understand your audience’s fears and desires well. Once you’ve identified who your audience is and what you want them to do, it’s time to start writing your CTA.
Most importantly, strong CTAs earn clicks you’ve already paid for, whether through time, SEO, or ad spend.
While there are no set or rigid rules when creating CTAs, a few principles can help you write strong CTAs. These principles work whether you’re writing a call to action for your websites, ads, social media captions, or emails.
A fold is the part of your website that visitors see before they start scrolling.
It’d be a waste of website real estate to hide your call to action in a place other than the first part of your website that visitors see. You can still use images, logos, and other graphics along with your CTA above the fold.
Don’t just ask people to click. Give them a reason. People are more likely to act when given a rationale, even a simple one.
Instead of saying: “Download the report”
Try: “Download the report". And give the subcontext: "Discover which marketing trends will matter in 2025”
The “why” makes the action feel useful and relevant.
Like telling your audience why they should do something, a call to value helps hammer on the benefits your audience can get from taking a particular action. Don’t say “Shop now” when you could say “Shop now and get 30% off your order.”
Remember how you always rushed your assignment the night before you had to submit it? Without a submission deadline, you probably wouldn’t have completed as many assignments as you did in high school. The same thing happens with your marketing messages.
Without a sense of urgency, your audience would most likely not take any form of action. To create a sense of urgency, you can use phrases like “limited offer,” “now,” and “XXX seats left” in your CTAs.
Your CTA should also make your audience fear that they’ll miss out on something if they don’t act quickly.
Don’t try to be too smart or witty by using phrases or words your audience doesn’t know. Nobody is going to hand you a medal for lacing your call to action and messaging with big words. Instead, use words, phrases, and terms that your audience uses in their daily conversations.
A compelling call to action uses powerful words and phrases. Certain words consistently outperform because they trigger emotion, reward, or immediacy.
The way your call to action appears on a mobile phone differs from how it appears on a desktop. Make sure you optimize your CTA buttons to match the different devices your audience uses.
Social proof, no matter how small, goes a long way in making your CTAs work. In a world where everyone claims to be the best, social proof helps your audience see that you’re not the one tooting your horn.
Social proof could be in the form of big company or client logos, star ratings from review sites, testimonials from customers, or some stats like the number of email subscribers you have.
No rule book says that your CTA needs to be a specific length. The length of your call to action often depends on your offer and understanding of your audience. So don’t sweat it. Besides, you can always test which length works best for you.
One exciting thing about CTAs is that you can test almost everything about them to see what works. You can test your call to action’s copy, button, button size, placement, and even the colors using an effective CTA conversion strategy.
You don’t always have to start from scratch or reinvent the wheel when creating a call to action. Here are some CTA examples that can inspire you, spanning across website, email, landing page, and ad CTA examples.
“Learn more” is one of the most common CTAs on websites. While it may not work for everyone, it works well for Apple...well, because they’re Apple. Since they’re already on top of their audiences’ minds, Apple doesn’t need to say much to move people to action.
Source: Apple
You’d also notice that the call to action button is easily identifiable because its color differs from the rest of the text.
Click A Tree’s website design looks clean and on-brand. The image choice clearly shows what the organization is all about. The use of brown (earth) and green (leaves) as their colors also points to the organization’s mission to plant more trees.
All these elements combine to make the “Plant now” CTA work. “Now” also creates a sense of urgency.
Source: Click A Tree
Many company websites, especially SaaS companies, use the “Get started” CTA. However, ClickUp takes it a step further by adding “ it’s free” at the end of their CTA. This little addition helps resolve some objections around pricing that may come up in a visitor’s mind.
Source: ClickUp
“Join OkCupid” might seem basic, but that’s exactly why it works. For someone hesitant about online dating, this CTA makes the first step feel easy: no pressure, just join. It reduces friction while signaling that OkCupid is a welcoming space, not a high-stakes environment.
Source: OkCupid
Hilton's CTA softens the decision-making process by positioning trip planning as proactive, not pressured. The phrasing suggests flexibility and control, perfect for travelers who aren’t ready to commit to dates but want to explore. Paired with a clear incentive (“save up to 17%”), it invites users to take the first step with low friction.
Source: Hilton Hotels
This CTA feels personal and purposeful. Rather than pushing a generic “Shop Now,” it invites users into a guided experience. The phrase “Find Your Bottle” implies customization and ownership, and the subtle subtext (“In less than 2 minutes”) removes friction by setting a low time commitment.
Source: Hydro Flask
Billshark's CTA leverages urgency and value, two powerful motivators. “Save Now” is action-oriented and pairs perfectly with the surrounding proof points: a 90% success rate and $450 in average savings. The form fields above the CTA further prime users by engaging them in a low-effort estimation process, which reduces friction and increases commitment.
Source: Billshark
The CTA is hyper-specific and benefit-driven. Rather than a vague “Start Free Trial,” it spells out exactly what the user gets and ties it directly to the product’s core value prop: noise removal. The phrase “for free” addresses hesitation, while “Remove noise” reinforces the outcome. Bonus: the microcopy below (“Try without sign up. Get 30 minutes of free credits.”) removes the usual friction points.
Source: Cleanvoice
The CTA leads with the payoff. It’s direct, specific, and aligns with the value prop just above it (“1 long video, 10 viral clips”). “Free” reduces friction, while “clips” connects directly to what the user wants. The design makes it visually appealing, and the action requires low commitment: simply drop a link or upload to get started.
Source: OpusClip
Paperbox smartly pairs its CTA with a clear contrast of pain points and outcomes. The “with vs. without” format taps directly into visitor frustrations before showing the upside of their solution.
By the time you hit the CTA, the value is obvious. And because the offer is framed as a strategy call, it feels consultative, not pushy.
Source: Paperbox
Even the most polished landing pages can underperform if your call to action is weak. Below are the most common CTA mistakes that quietly sabotage conversions, and what to do instead.
Got more questions? We have the answers.
At the top of the funnel, users aren’t ready to buy; they’re seeking information. The most effective CTAs here offer low-commitment value, such as “Download the Guide,” “Watch the Demo,” or “Access the Checklist.” Avoid pushy language and focus on delivering educational or helpful next steps.
To convert skeptical users, reduce perceived risk. Use CTAs like “Try It Free,” “See How It Works,” or “No Credit Card Required.” Supporting trust elements like customer testimonials, star ratings, or a money-back guarantee can also boost click-throughs.
First-person CTAs (e.g., “Start my free trial”) often outperform second-person (“Start your free trial”) because they feel more personal and empowering. That said, performance can vary depending on context and audience; it’s worth testing both styles.
CTAs in blog posts are not only acceptable, they’re highly effective when aligned with the content. The key is context. For instance, a blog about improving email engagement could naturally include a CTA for an email automation tool or downloadable checklist.
Start with click-through rate (CTR), but don’t stop there. Track what happens after the click: sign-ups, downloads, purchases, to measure true effectiveness. Use tools like Google Analytics or dedicated A/B testing platforms to monitor and improve your CTAs over time.
CTAs aren’t just buttons; they’re the bridge between interest and action. Whether you’re trying to generate leads, drive trial signups, or increase product engagement, a well-crafted call to action can be the difference between bounce and conversion.
The best CTAs are clear, benefit-driven, and tailored to where your audience is in the journey. They reduce friction, speak directly to user motivation, and are tested regularly for performance. From phrasing and placement to design and psychology, every element matters.
Now that you’ve seen what works and what doesn’t, take a moment to audit your own CTAs. What can you clarify, simplify, or personalize? Where can you test a stronger hook or eliminate distractions?
Ready to start testing smarter? Explore the top A/B testing tools on G2 to find the right platform for your team.
This article was originally written in 2021. It has been updated with new information.
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