How to Write an Effective Call to Action (CTA)

Hey, you! Check this out! Over here!

Do we have your attention?

While the best calls to action may not involve obnoxiously shouting at your readers (sorry), the example above does showcase what we’re talking about here today.

Calls to action (CTA’s) are incredibly important website elements that can help you make the most out of your existing website.

The good news is, with a little forethought, you can easily write an effective call to action (CTA). Using the right messaging at the right time can motivate people to buy products, read your blog post, or click on a link. CTAs are the gateway to everything from conversions to lead generation.

In this post, we’ll explain what a call to action is and how to write one. Then, we’ll spark your creativity with 25 CTA examples to inspire you. Without further ado, let’s begin!

What Exactly Is a CTA?

So what exactly is a call to action (CTA)? Think of it as a website owner pointing a virtual megaphone at visitors and saying, “Do this!”

A CTA is a well-placed (and well-designed) incitement to act, read, download, visit, or buy. It draws the eye with magnetic visual elements and sharp copy.

DreamHost Glossary

Call to Action

A Call to Action (CTA) is a button or link that prompts users to complete an action, such as joining the email list, making a purchase, or downloading a document.

A CTA’s main goal is to direct readers to a course of action — and a thoughtful and personalized call is the best way to do that. CTAs give your visitors motivation and a reason to engage with your brand.

How to Write an Effective Call to Action

Not sure where to start? Here are our seven tips for baiting those clicks — without being clickbait.

1. Know Your End Game

First things first, consider what you want to accomplish on your website. Are you working to increase page views, improve your conversion rate, or strengthen relationships with customers? Whatever your end goal, your calls to action should reflect that purpose.

The type of call you use for lead generation (for instance: a “Download Now” button) will be different from what you might use for increasing sales. It’s important to think ahead before plastering buttons all over your site.

Makeup subscription brand Birchbox’s landing page entices visitors to join their monthly service and watch an accompanying video. They’re hunting sales with this CTA:

call to action (CTA) example for membership

On the other hand, Madewell wants to grow their email list. This clothing company invites visitors to subscribe with a clever pop-up message:

call to action (CTA) example for email list

Taking the time to map out a few goals will help guide your decisions regarding word choice and design. Ultimately, a thoughtful plan will strengthen your site’s output (like stats and sales)!

2. Pick Your Target Audience

Every internet user is different! What they’re doing on the web — whether they be scanning the news, binge-watching Netflix, or scouring shopping deals — is all unique. Therefore, when creating effective CTAs, you need to consider the diverse audiences interacting with your site.

For compelling CTAs, you need to identify the groups you want acting on your message. Since you’ll probably want each group to do different things, you’ll need to tailor messaging accordingly. For example, the Minimalist Baker food blog targets new visitors with a free, exclusive e-book:

call to action (CTA) example for free recipe offer

What if you want to target users who are already engaging with your brand? In this case, you can prompt them to register for your monthly newsletter and receive restock reminders:

So before taking pen to paper and drafting your calls, determine who you’re trying to target. This will help you craft a CTA that your audience will want to interact with.

3. Choose Your Words Wisely

One of the most challenging elements of a CTA is creating the copy. This is a critical step, as the words you choose can make a big difference in how — and if — users respond to your CTA.

Luckily, it’s not rocket surgery — There are a few fool-proof ways to write click-worthy CTA copy. Here are the basics:

Be Clear — You don’t want to leave someone scratching their head at your message. So avoid distracting jargon or complicated words and phrases. Often you can increase usability by telling your visitors exactly what you need them to do.
Be Inclusive — You can foster a relationship with visitors by using inclusive and friendly pronouns, like “you” and “we.” Speak their lingo by humanizing a message they can relate with. Additionally, keep it polite when offering a “no thanks” option. Even if you think it’s funny, visitors who see a rude-sounding opt-out might never return.

Focus on Value — To get visitors to do something, they need a reason. You should highlight the benefits and value you offer, especially for when they perform the desired action. Focus on what your site uniquely provides, whether it be out-of-this-world recipes, expert e-courses, or an enticing discount.
Keep it short — Don’t complicate your message. You’ll want to stress the benefits of acting on your call in as few words as possible. Try to keep your CTA copy under 150 characters.

Why Waste Time When Few Word Do Trick GIFfrom Why Waste Time GIFs

If you’re still not sure if your CTA will be compelling, consider performing A/B testing. This can help you narrow down the words that elicit the most clicks.

4. Eliminate Risk

Don’t make fulfilling your call to action the equivalent of getting and then canceling a gym membership (read: impossible). And please don’t be pushy. No one likes interacting with an overly-aggressive salesperson — on the web or otherwise.

Consider using a CTA for a low-risk test run — like experimenting with a free 7-day trial versus committing to an entire purchase right away. Giving visitors a chance to try may give them the confidence to make a purchase later.

High-risk CTAs can sometimes repel visitors. Think of the times you’ve visited a website just to find your screen flooding with pop-ups demanding that you create an account before you access anything. This is an example of a force-to-comply request; if visitors feel like they need to jump through too many hoops, they’ll search elsewhere. While you may occasionally need gated content, balance the CTAs you use to keep visitors returning.

5. Give Your CTA a Design Package

So, you’ve fine-tuned your word choice and primed it for readability. You’ve tailored your message to the unique goals of your business and audience. Now what?

Your message will fall on bored eyes if it’s not primed for aesthetic value. Is your CTA message lost in a cluttered site? Hidden within a lackluster color scheme? If yes, then you’ve squandered away an opportunity for a click.

Incorporating engaging visuals with your CTA will help attract attention and incite action. For example, WPBeginner’s simple pop-up message uses repeating color design (and guiding visual elements) to lead the visitor to a specific course of action:

call to action (CTA) example for free resources

It’s important to distinguish CTAs on your site with contrasting colors, a unique form, or a timely pop-up. Additionally, never underestimate the power of white space.

You can also use your design to showcase value, emphasize scarcity, and encourage timeliness. In its CTA, the New York Times tells customers that they can receive a high-quality subscription for a fraction of the price:

call to action (CTA) example for New York Times subscription

You’ll want to make the desired action look as enticing as possible. You can pair well-written copy with a thoughtful page design to achieve this.

25 Excellent Call to Action Examples to Help You Convert More Visitors

Now that you’re familiar with CTAs, we’ll show you some of the best examples we found. This way, you’ll have lots of inspiration for designing one for your website!