Your call to action (CTA) plays a crucial role in your advertisement as it tells your audience what to do next. Without an effective CTA, your readers will move on from your website or printed material without any engagement. We asked experts to share their best call to action examples to help inspire your own.
Here are 25 compelling call to action examples our experts swear by:
1. “Check Price”
John Holloway, Director of Digital Strategy, NoExam.com
We routinely test different wording on our CTA buttons on our website. One of the most effective wordings we have found is Check Price. We tested the hypothesis that it was non-committal. Compared to wordings like “Get a Quote,” “Request Info,” and “Submit,” it has performed better. Our conclusion is that the less committed it feels, the more it will be clicked. Pair it up with a minimal form for best results.
2. “Has Your Website Gone to the Dogs?”
Michael Newsome, President and Co-Founder, LAB Digital Creative
This CTA has been widely received and has worked well with generating leads from new clients who want to take their website to the next level. It’s a little cheeky due to the company’s name, LAB, which can insinuate either a lab dog or a science lab. The CTA together with the logo that includes Browser the dog is eye-catching and simple to comprehend.
3. “Does This Sound Like Something That Would Be Valuable to You?”
Andres Lares, Managing Director, Shapiro Negotiations Institute
By positioning my call to action as an assuming question, it allows me to (1) hopefully close the deal and/or (2) provide an avenue to pivot for a lesson-learned to turn our conversation into something that would trigger a closing. That being said, this call to action doesn’t just rely on how you deliver it at the end of your discussion. Rather, it derives from how you approach it right from the start. All of our sales prospecting opportunities are centered on finding the value for our potential client.
4. “Get a Free Quote”
Alexander M. Kehoe, Co-Founder & Operations Director, Caveni
We have found that in using CTAs there are two primary rules for businesses to follow. The first rule is that the call to action should be simple and actionable. The second rule we always follow is to offer something of value. By combining the two rules we create an actionable, simple, and value-giving call to action. This increases conversions as well as drives clicks.
5. “Get Started”
Maggie Aland, Marketing and Review Editor, Fit Small Business
Professional copywriters have the skills to make sure your calls to action connect you with your target market so you wouldn’t want to leave this task to an amateur. However, hiring one full-time can make a significant dent in your budget. You can still create that perfect CTA by hiring an expert freelancer through online platforms like Fiverr. For as low as $5, freelance copywriters on Fiverr can produce high quality copy to help you produce compelling CTAs with relevant messaging and keywords. Click here to browse their services or post a request.
6. “70% OFF, Grab Now!”
Joe Tan, Co-Founder, SoothOil
This discount is based off the actual discount we’re giving out to our customers. Also, we’d tested out a few variations of discounts, and 70% worked perfectly well. This is because something higher than that seems too good to be true. However, anything lower than that doesn’t seem too attractive. Our CTR went from 2.84% to 5.21% just from this slight change.
7. “NEED THIS RIGHT NOW!”
Anne-Héloïse Pagliardini, Founder and Owner, AHBC Group
The email was introducing a new cake. For context, the cake had been discontinued several months ago and the recipe and look were reworked and we sent this campaign to announce that the cake was back. I used the CTA “Need this right now!” and the clicks were 50% above our average numbers.
8. “Our 24 Hour Flash Sale Starts Now!”
Jake McKenzie, Content Manager, Auto Accessories Garage
An email subject as simple as “Our 24 Hour Flash Sale Starts Now!” tends to net more opens, clicks, and conversions than almost any other call to action we’ve experimented with. We think this works so well because it creates a sense of urgency in the email recipient. The idea is that there are deals that are going fast and if the recipient wants to cash in on these savings, he or she has to act quickly. The notion that someone could miss out on a reward, because they failed to act in time, is a powerful motivator for people and often gets them to take action and convert.
9. “I’m Ready to Get Radical”
Paul J. Lange, CEO, The Hedonist Entrepreneur Initiative
The best CTA we ever used was in relation to a web summit several years ago to “Radicalize Your Results.” The CTA was “I’m Ready to Get Radical.” We split-tested variations of this and some other standard CTAs but this had a conversion rate higher than all others combined. There was very little difference globally with every country tracking very close to each other in terms of conversions and the A/B/C/D/E splits we tried over the campaign. From the registrations we converted more than 63% into a product or service at the end of the summit which was by far the most profitable one I’ve ever been a part of.
Marc Prosser, Co-Founder, Fit Small Business
Conduct A/B testing using analytics to know which type of call to action works best for your target audience and maximize conversion. To do this, you will need to have access to data that shows how viewers interact with your CTA and continue to improve the copy and overall design until you get the results you want. Freshmarketer is an all-in-one conversion rate optimization hub that lets you test and validate your ideas with A/B testing. Best of all, it’s free for up to 10,000 monthly visitors (approx. 70,000 page views) so you get more valuable data to develop your marketing strategy even on a budget. Try Freshmarketer today.
11. “See for Yourself”
Ben Nettesheim, Sr. Director of Digital Marketing, SalesRabbit
SalesRabbit is a sales enablement software company that strives to be the complete outside sales app for field sales teams. As a subscription company, we rely heavily on demo requests to generate new sales. For months our CTA within our navigation had been “Request Demo” until our content manager recommended we test out “See For Yourself” as an alternative. Running the test for several days resulted in a 12% increase in demo requests with the test being significant at 90%.
12. “Before I Leave …”
Jodi McLean, Director of Client Experience/Partner, Key Person of Influence USA
My final question during an interview is “Before I leave, is there a question that I didn’t answer fully, or is there a particular concern that you have that would prevent you from offering me this position? If so, I would like the opportunity to address that now.” And, of course, this forces them to address any looming hesitation and/or ask for clarity. Posing this kind of question will separate the “tire-kickers” from those who are truly interested. If there are concerns, they will be voiced. If more clarity is needed, they will ask. If they aren’t truly interested, they will likely say “No, I think we have everything we need.”
13. “Let’s Get Started”
Alex Kaschuta, Head of Marketing & Comms, Fundsquire UK
This CTA is closer to the bottom of the landing/sales page, so the prospect has a bit more familiarity with the service by that point, but is still not clear on how to access it. “Let’s Get Started” is a friendly way of saying: We know you’re not sure about what the next step is, but we’re happy to take you by the hand and explain it if you click “here.” We get around 30% more leads from this CTA than others on the site and I think it’s adaptable to other services that are complex and involve a high degree of communication with the customer.
14. “FEED YOUR SPIRIT …”
Katherine Schneider, Founder, Feed Your Spirit
My best call to action is the least sales like: “Feed Your Spirit Daily Subscribe to receive personalized daily inspirations.” I previously ran ads to signup forms which converted at about 25%, but the Facebook ad charges per click were high. I overcame this by running ads to content with an option to sign up for the list this works to convert 40% of website visitors into subscribers. Not only is the signup rate much higher, but my cost per click went from over a dollar to around 30 cents, the content is also shared frequently which was not the case when running a typical sales ad.
Gavin Graham, Editor, Fit Small Business
A compelling CTA is part of an effective marketing program. Without it, your efforts to get in front of your target market go to waste. Outsourcing your digital marketing tasks with a service like Hibu ensures that you always have an effective and properly tested call to action for your marketing and advertising campaigns. As a full-service digital solutions provider, they also offer website design, search engine marketing and optimization, display advertising, digital listings management, and other services that will boost your online presence. Click here to speak with a representative today.
16. “Schedule a Free Consultation”
Jason Bland, Co-Founder, Custom Legal Marketing
This CTA is not to be confused with merely “get a free consultation.” When the user decides to act, they are scheduling the consultation right then. When implementing on our landing pages, our conversions tripled. We are implementing a similar function on our law firms’ websites to allow their users to schedule free consultations in the same manner.
17. “Speak With an SEO Specialist”
Natalie Athanasiadis, Founder & Head of Growth, Ormi Media
For our particular industry we switched out “contact us” to “speak with an SEO specialist” and we found an increase in contact form submissions as a result. There is no one particular call to action that works every time. Each call to action will work best if it is tailored to the exact content on-site and action you want to take. For example, if you have a family-friendly hotel, instead of your CTA being “book now” or “check availability” you could implement a CTA like “Book Your Family Getaway Now!”
18. “DOWNLOAD NOW >>”
Christopher Chung, Director and Founder, Locate 852
The CTA that has proven to outperform all others for myself and all my clients are the words “DOWNLOAD NOW >>” on a landing page that offers a downloadable lead magnet. My team and I have tried and tested countless wording variations and even just missing one right caret at the end and the results were not the same. Split testing CTAs, an average of two to 3 percent increase of downloads were shown on the pages that had the CTA “DOWNLOAD NOW>>” compared to others such as “GET IT NOW.”
19. “Amazing Service”
Yaniv Masjedi, CMO at Nextiva
This one is certainly a bit unusual for the tech industry, but we enjoy a lot of success with our Amazing Service landing page. With this page, I drive home our differentiator: we stand out because we offer continued amazing customer service. A lot of companies pay a lot of lip service to this, but after the sale is closed, the warmth all fades. We make sure our customers are well taken care of, and that’s why they remain loyal to us. Part of it may be that 40% of our 1,000 employees are in the customer service team, and having 100% of our team in-house also helps; the field right below that section of our Amazing Service landing page converts really well.
20. “No, I Have Enough Money”
Greg Dorban, Chief Strategy Officer, Ledger Bennett
Sometimes it is really hard to get people to take action, and as such one really effective strategy is through showing extreme contrast to how you can help them. This approach may be a bit unorthodox, but it works. In addition to a really positive CTA, add a negative contrasting option, so effectively you end up with two buttons. I call this the “reverse call to action.” This was used on a homepage and email where conversion rates doubled overnight. In addition to the results, another reason why I love it so much is that it can be used in so many ways.
21. “Free 15 Minute Consultation”
Liz Theresa, Online Business Expert, Liz Theresa
The CTA that’s been my strongest standby is actually my free 15-minute consultation link. I offer free calls to anyone who’s interested in potentially working with me and/or my team for a duration of 15 minutes just to make sure we’re a fit. The reason I think this works is because 15 minutes isn’t hard to commit to, it lets us know if we’re a fit and it almost always leads to a sale.
22. “Try It Free”
James Milliron, Founder and CEO, Inflayt Marketing
In 2018, we started changing our clients’ CTAs from “Sign Up Now” and “Free Trial” to a more casual “Try it free.” It’s a subtle difference but our data show that “Try it” is an active command and works much better than the passive “Free Trial” CTA. “Sign Up” is also an active command but it lacks incentive. Combining the best of both worlds, we changed CTAs to “Try it free” and saw a measurable increase in conversions.
23. “Start Your Experience”
Michelle Chuang, Principal, MMS Brand Consulting, LLC
To elevate the effectiveness of CTAs, marketers need to be more creative in developing CTAs that are more specific to the targeted group of audience as well as more “value-based” such as “Save Now” on a banner ad promoting a valued product or “Start Your Experience” on a recruitment ad for an industry event. A value-based CTA will capture the attention of audiences and establish a more lasting relationship with your customers.
24. “Shop Guilt-free”
Arya Wirendra, Chief Storyteller, Gardens of the Sun
Our founder Meri started the company a few years ago hoping to create a more sustainable process to gem sourcing and jewelry making. It’s a challenge to get there, especially in our fast-fashion culture, right? But it’s a journey in itself, and we invite our clients into our story. We let them be the heroes that can help make the world a better place by clicking on our shop guilt-free jewelry button. We go straight to the core, and our clients volunteer for action. We help our clients save the world, how cool is that?
25. “Let’s Do This!”
Gregory Golinski, Digital Marketing Executive, YourParkingSpace
I like to use sentences such as Let’s do this! or I want it! because they’re much more personable. There’s something more casual about these calls to action, and they’re very efficient because they tell the person visiting your website that they’re the ones deciding to click on the button to download or buy your product. You’re not giving them an order (Buy! Download!). Instead, the sentences Let’s do this! or I want it! indicate that your future client is making the decision to acquire your product. They’re the ones in control.
Your call to action is your potential customer’s first step to your sales funnel, so make sure it’s always clear and visible. Follow these call to action examples from the pros and increase your conversions and leads in no time.
Have your own call to action examples you’d like to share? Let us know in the comments.