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Call to Action Examples and Best Practices

By David Alex

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You’ve got a great website, brand, and offering, but are you getting the results you want? Is your audience signing up for your newsletter, booking appointments, or buying your products? 

A simple tweak to your call to action (CTA) could make a world of difference. For someone navigating an email, website, or social media post, CTAs are points of interest—usually buttons or standout text—to continue their journey. 

Here’s what makes an effective call to action, how to write yours, and a complete list of 37 examples to spark your imagination. 

What is a call to action?

As the name suggests, a call to action is a way to signal to a user to take some sort of action on a page, such as:

Sign up for a newsletter

Buy a product

Read a blog post

Get a quote

Start a free trial

Book a session

Take a survey

Sign up for something

Book a consultation

Get in touch

Start using a product

In other words, what do you hope they’ll do next from that page, email, or post?

A call to action actively encourages users to engage with your brand or content. It guides them to take the next step, whether that’s learning more about you or becoming a customer.

Without a clear call to action, users might feel confused or unsure how to proceed. That causes people to navigate away, and can be a missed opportunity for building a connection or converting a potential supporter.

How to write a call to action

These simple steps will help you write a great call to action, every time.

Define your goal. For example, “I want to sell more planners.”

Write down what you want your users to do when they land on your page. “I want users to buy the planners we sell.”

Create a simple statement telling your user what to do. “Explore our planners and pick the one you think might work for you. Shop Now.”

Check that this statement aligns with your goal in Step 1 and the desired action in Step 2.

Revise your statement to make it short, clear, direct, and appealing. “Explore our planners. Shop Now.”

A powerful CTA can transform your website into a tool for achieving your business or audience-building goals. With a little practice, you can master the art of writing CTAs that get results.

Here are a few examples of how this applies to different website goals.

Online store: If they’re exploring your products, nudge them to purchase.

Portfolio: If they’re impressed with your portfolio, invite them to fill out an interest form.

Restaurant: If they’re exploring your menu, entice them to make a reservation.

Therapist/Coach: If they’re considering your online session, invite them to book now.

Nonprofit: If they’re moved by your mission, invite them to donate or volunteer.

Local business : If they’re browsing your services, suggest scheduling a consultation.

No matter your business, a strong call to action benefits both you and your customer. The CTA solves their problem, and you gain their business.

Need help writing your calls to action? Try using Squarespace AI to draft a few ideas.

Understand primary and secondary calls to action

Your website should have a clear primary goal. But what if a visitor isn't ready to commit yet? That's where secondary calls to action come in. These are smaller steps that lead toward your primary goal.

For instance, if your primary call to action is "Book a Consultation," secondary CTAs could be:

Watch Video (leads to overview or demo video)

Learn More (leads to description of services)

Contact Us (leads to contact form)

37 call to action examples

Writing an effective call to action isn’t complicated, but it does take some thought. The best approach is to be direct, clear, and concise about what you want users to do. 

And yes, a well-structured call to action can go beyond just a button. You can combine a headline, body text, and a button as your call to action. A strong headline grabs the attention of the user, while the description emphasizes the benefits they’ll gain by taking action. Finally, the button is a clear, immediate action to proceed, guiding them toward their desired goal.

37 CTA ideas

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Best practices for CTAs

There are a few things to keep in mind to get the best results from your calls to action.

Build trust. Always deliver on the promises you make in your CTAs. Bait-and-switch tactics erode trust and put people off of clicking in the future.

Support your goal with every page and section. Subtly guide users toward your primary CTA, even in unexpected places like your "About" section. Think of it like creating a breadcrumb trail with each section.

Use action verbs. Replace passive language with strong verbs like "Shop," "Vote," "Explore," "Contact," or "Schedule."

Include power words. Use words that evoke emotion: "Exclusive," "Instant," "Free," "New," "Save," and "Enjoy."

Simplicity wins. Avoid CTAs that are overly wordy and complex. Short, direct CTAs are the most effective.  Don't make users work to figure out what you want them to do.

Create urgency. Limited-time offers or phrases like "Act Now" can encourage immediate action.

Focus on value. Every CTA should provide something valuable—a solution, information, or an exclusive offer. 

Make it irresistible . Does your CTA evoke your visitor’s curiosity? Are they dying to see your latest line or learn the newest trends? Whatever the case, make your call to action irresistible.

Remember to add CTAs anywhere you interact with your audience. Include your call to action on your website , social accounts , and email marketing .

CTA design tips

A strong call to action isn't just about the words, how you use it matters. Follow these key principles to maximize your CTAs' impact.

Be consistent across your site. Use the same primary CTA (and similar button design) throughout your website.  Alternative phrasing for the same action is okay, but keep the next step consistent.

Clarity is key. Keep your language concise and easy to grasp. Confusing CTAs lead to inaction. 

Design for impact. Use visually distinct buttons, banners, and occasional pop-ups to draw attention to your CTAs without overwhelming users.

Placement matters. Position your primary CTA near the top of the page and make it easy to find throughout your site.

Think mobile-first. More people browse websites on mobile devices than desktops. Make sure your CTAs are large enough to easily tap and that your site functions flawlessly on smaller screens.

By following these guidelines, you'll craft CTAs that effectively guide users towards the actions that help both you and your customers succeed. 

Test and optimize with Squarespace Analytics

Analytics can be a goldmine of information for optimizing your CTAs. Just like email analytics can help you learn whether your subject lines are convincing subscribers to open, CTA metrics give you opportunities to improve. Here are some specific ways to use Squarespace Analytics data to make your CTAs more effective.

Track CTA clickthrough rates. See how many users actually click on your CTAs. This is a key metric for gauging their effectiveness. Low clickthrough rates might indicate the need to refine your CTA wording, placement, or design.

Analyze traffic sources. See where your users are coming from— organic search , social media, or paid advertising. This helps you tailor your CTAs to the specific audience you're attracting. For example, if your data shows that most of your users find you through organic searches, go through your site pages to add more CTAs that use your preferred target keywords.

Measure engagement. Track how long users stay on the page after clicking a CTA. This can indicate if your post-click content is engaging and supports the action you want users to take.

Getting users to take action is the key to turning your website into a success.  

No two businesses are alike, so don't be afraid to get creative. Experiment with different CTA wording, placements, and designs. Then, track the results to discover which CTAs resonate best with your audience.  

With a little effort and analysis, you'll master the art of calls to action and transform your website into a powerful tool for growth.

Ready to try CTAs for your audience?

Posted on 09 May 2024

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24 Call to Action Examples in Detail: How to Inspire Action

There’s only so many times you can read “the button is red which makes it stand out” before getting frustrated. “Yes ,” I thought, “ but what about everything else? Why is this call to action example where it is? Why isn’t it a circle?”

“What is this CTA designed to do, and how does it achieve this?”

I couldn’t find an easy answer to these questions, and that had to change. That’s why this post will take apart 24 CTAs in detail. No one-sentence summaries and vague details.

From landing pages to supermarket signs, you’ll see how these calls to action may play a larger part in the company’s strategy, how they are set up to achieve this, and therefore how to apply the lesson from each to your own.

Let’s begin.

What is a call to action?

A call to action is anything which tries to get the audience to take a certain action. Although usually associated with online marketing and clickable buttons, the term is applicable to everything from billboards to shop windows and SaaS pricing plans .

The whole point of marketing is to drum up interest in a product. Sales efforts take that interest, then explore and/or cement the deal.

A call to action is the bridge between marketing and sales.

It’s the thing that catches your eye and either convinces or allows you to take further action.

Not only that, but it’s possible to simplify the most valuable actions your audience can take, thus making the transition easier. You’ll see this in the later call to action examples, but let’s explore a situation to get the point across.

Imagine that you own a website. This website relies on regular traffic to make money. The main way of getting regular traffic to your posts is through email subscribers. Therefore, you’ll want to have an effective way of getting visitors to sign up to your blog so that they’re more likely to come back.

This is where your call to action comes in.

Instead of relying on a form tucked away at the bottom of your post, you could set up a popup which appears for non-subscribers halfway through your posts. For example, “Like what you see? Subscribe for blog updates!” along with a field for their email address and a colored button labeled “Sign me up” would result in more subscribers.

The sheer spread of call to action examples is hard to grasp, but by looking at the following you should be able to gain inspiration for your own purposes. Whether you want to get subscribers, sell a product or get survey responses, check out the examples below.

Call to action examples

First in our call to action examples is Netflix . This is a typical example of how to structure a site landing page while drawing on the strengths of your product and brand.

Netflix knows that their audience doesn’t want to be stuck in long commitments with set contracts. They also know that, as a streaming service, their audience is looking to have easy and consistent access to a large library of shows and movies – hence the “Watch anywhere. Cancel at any time” tagline.

The unique value of the product is sold by the page’s background; a display of recent Netflix Original shows which can’t be viewed anywhere else. This helps to reinforce the value of signing up to the viewer, giving the call to action a better chance of working.

Finally, the call to action itself is a red button which contrasts against the black background to stick out from the rest of the page. This contrast is only present on three items, meaning that your eye is naturally drawn to the Netflix logo (brand recognition), the “Sign in” button for existing users, and the main button for new users.

It’s simple but effective.

Process Street

Here at Process Street , we use many of the same techniques on our landing page as Netflix. Indeed, these are fairly commonplace in call to action examples.

The main color use this time is to make the tagline and data field box stand out, along with the “Get Started for Free” button. This allows our audience to immediately understand that Process Street is all about process management and documentation .

However, we don’t just use calls to action to encourage our audience to do something. We also let it play a larger part in our overall marketing strategy .

Above is a content upgrade for our customer success guide from our post What is Customer Success? . It uses the same tactics of making the button stand out and provides extra value for those interested in customer success if they sign up to our mailing list.

Downloading the guide also takes the audience to a special thank-you page, which reduces our bounce rate (since the viewer is moving to another page on our site) and shows that the page proved useful to them. In turn, this helps with our heavy focus on SEO and ranking for valuable keywords in order to get more viewers.

Lesson: Think about how your CTA play into your wider strategy and what can be done to make it benefit you more than as a button click.

Much like Netflix, Spotify focuses on the simplicity and free nature of their service in the main call to action on their landing page. This time, however, we have a little more information to clue us in as to why they focus on this.

Spotify has an astounding 27% freemium conversion rate – a full 667% of Dropbox’s.

With such a massive success rate, there’s much less pressure to push their paid plan from the outset. As a result, it makes more sense to draw in as many users as possible with the free plan and then convert them to the paid option.

“No credit card required” and especially the “Get Spotify free” button show this, as they’re assuring the viewer that there’s no financial commitment required or necessary. That way there’s one less barrier to getting another user.

The button itself again uses contrasting colors to draw your eye, although it’s arguably a little better at doing so than Netflix. While the latter uses a black background with the signature Netflix red, Spotify’s green hue is set against a gradient pastel orange, letting the button stand out against several colors at once.

Lesson: Spotify plays to their strengths with this tactic. Knowing their high conversion rate, they can instead focus on a CTA with as wide an appeal as possible.

Facebook ‘s landing page is more cluttered than many others in this post but in doing so they simplify the largest barrier to gaining new users.

Rather than having a “Get started” button or something similar, Facebook lays out the most basic form of their sign up process to serve as their main CTA. While there’s something to be said for putting off users by confronting them with a form first thing, it gets users signed up and using the product as quickly as possible.

The value is stated through the image and “connect and share” message, the viewer is assured that it’s free to use, and they don’t have to navigate through several pages in order to sign up.

Better yet, the user  is being shown  that they don’t have to enter pages of details and choose optional extras to get started. After all, the button isn’t “Create an account” or “Go to the next step” – it’s simply “Sign up” and you’re done.

Lesson: CTAs don’t have to be a button to start whatever process you want to get the audience to perform. They can also be used to simplify the process itself.

Amazon ‘s landing page is, admittedly, a bit of a crowded mess when compared to the previous SaaS and website call to action examples. However, that’s only natural due to its nature as a storefront, marketplace, streaming service, tech company, and so on.

They offer almost everything under the Sun, and so they need to have several CTAs to appeal to the widest audience possible.

The more options they give, the more likely they are to catch the eye of whoever lands on this page.

From the “back to school” deals in the top right, through the Amazon Original series banner, down to their sections for women’s fashion, time-sensitive deals, and wider streaming service, there’s something for pretty much anyone who boots up their site. Not to mention the other categories as you scroll down the page.

Plus, Amazon doesn’t necessarily have “sign up users” as their top priority. They’re (mostly) a marketplace, and so their primary interest is in pushing purchases, hence why the CTAs are numerous and product-based while the “Sign in” options are small and pushed to one side.

Lesson: Multiple varied CTAs are useful for catching a wider audience but make it harder to push a single action (ex. getting sign-ups).

Above is a popup CTA which appeared on Evernote ‘s homepage prior to logging in, which is an example of a halfway- approach to pushing several actions.

The primary call is to sign up for a free trial, but the main text of the popup focuses more on the Business (paid) plan. By doing this they can catch their audience’s interest with the attractive features of Evernote Business while still drawing in a wide audience.

The key is that they’re focusing on  one action for their CTA.

They’re not pushing viewers to sign up for a Business account and then also for a free trial. Instead, the free trial is the only action being pushed (which is more attractive than asking for money from the get-go) while the seed of how useful upgrading to the Business plan would be.

Lesson: Focus on  one action per CTA. Other options can be promoted, but don’t confuse your audience with what you want them to do.

The Dropbox CTAs we’ll be looking at were displayed upon logging into the app for the first time in a number of months. For context, I’m using a Basic account, meaning that they know I’ve signed up and have been using the product for a while (even if I don’t use it often).

Knowing that, it’s useful to posture why Dropbox pushed three separate CTAs on me as soon as I logged in.

Remember; CTAs count as anything which is calling the audience to take some form of action. Knowing that, let’s think about what Dropbox would logically want to call their audience to do in order to make sense of why all three call to action examples are on this page.

Although it’s purely conjecture, Dropbox’s desired user actions might look like this:

• User signs up
• They explore the key features
• They use Dropbox with their team
• Dropbox’s value is proven through its features and use
• User upgrades to business plan to get more out of it

I’ve used Dropbox for a while now, have worked with my team through it and know the core features. Therefore, the three CTAs that are shown to me upon logging in are all designed to encourage the next key action they want me to take; to upgrade to the business plan.

The presence of three of them could also mean that they know how infrequently I use the service, and so are trying to reignite my interest with the Business features.

Lesson: CTAs don’t have to be the same for your entire audience. Tailored CTAs are a great way of encouraging the next step you want them to take, and can be strategically placed to help those showing interest in complex features and the like.

Google Drive

Google Drive , meanwhile, is a different story.

Since our Process Street accounts are all linked to the same team in Google, we frequently share files and work together without the need for prompts. All of us also sync our Google Drive to our local devices to make sure we can access files no matter what happens.

Knowing that my Drive account shows that I’m working with my team, have used Drive for years, am familiar with their biggest features, and am on a team which pays for a higher plan, there’s only one logical option for a CTA to show me.

The “New” button is the most valuable action to inspire for both myself and Google, as it means that I’m getting the most out of the product while further strengthening my continued use of it.

Lesson:  You don’t always have to upsell or push a new feature. Sometimes the best CTA is one that makes it easy to perform the most basic, common action possible.

It’s easy to lose track of your CTAs and use too many. Whether you’re trying to encourage different actions or the same one through different approaches, overloading the audience with calls to action will result in them not knowing which to take.

If they don’t know what the best action to take is, they probably won’t take any of your options and go on to something less confusing.

Close.io circumvent this problem while still making full use of their home page by providing one CTA per full-page-spread. This means that they can appeal to their audience from multiple angles and encourage them to try their free trial, take a product tour, learn about their integrations, get their books, subscribe to the blog, and more without overwhelming them.

As you can see, each section of their home page serves a different purpose. If someone isn’t interested in their first offer, chances are they will be interested in one of the others.

Lesson:  One great way of spacing out CTAs on your landing page is to have one per full page scroll. That way each can be accompanied with tailored marketing material and the viewer is always looking at one without being overwhelmed.

The Freshbooks screen above shows when a user attempts to log in after their free trial has expired. As you’d expect, the action they’re calling attention to is to upgrade to one of their paid plans in order to keep using the services. Nothing unexpected.

It is, however, a great example of how multiple CTAs can be arranged in order to draw attention to one over the others.

Two options are being promoted as superior here; the yearly payment method (with “Save 10%”) and the “most popular” Plus plan, which is the second-most-expensive and unlocks all Freshbooks features.

The Plus plan, in particular, is a tad larger than the other options, given more block color to make the text stand out, and its button is given a contrasting color to the rest of the box. Not to mention that it takes position in the middle of the page – the most natural place for your eyes to go.

Whether or not the Plus plan is actually their most popular, these options are likely to be the most valuable to the majority of Freshbooks’ audience and serve as a great commitment to the service.

Lesson: Pricing plans are great examples of multiple CTAs with a single preferred option being promoted above others. In reality, it’s good if the viewer takes any of the three options but the most likely or valuable one can still be promoted further.

Business process automation is an incredibly powerful tool. It allows you to automate laborious tasks and complete them faster while achieving goals that otherwise wouldn’t be possible without a huge amount of human time and effort.

Unfortunately, one of the main automation platforms available, Zapier , can be a little difficult to understand and use at first.

Trust me. I literally wrote the book on it .

To help solve this problem, Zapier’s home page shows this CTA when a user has signed in. Instead of telling them to just “Make a Zap!”, they’re asked which two apps they want to connect together and what they want to happen.

This then lets users create a Zap (integration) with the basic information already completed. It’s a fantastic way of simplifying what is usually a difficult process to describe into a couple of options in plain English.

Lesson: CTAs don’t always have to be promoting a particular action to provide value. Zapier shows how a CTA can instead be used as a simplified shortcut to a more complex, useful action.

Bodyweight365 (Will Owen)

Email marketing is hard to get right at the best of times. People have low attention spans and tend to be reluctant to click links that will take them out of their inbox, so an effective CTA is a must-have in order to make the most of your cold emails and subscribers alike.

Most of the time this means emails get filled with large, highly contrasting images or buttons in an attempt to immediately draw the audience’s eye.

Bodyweight365 owner Will Owen takes a different (and very on-brand) approach.

The site itself focuses on simple exercise routines which serve to keep you fit and build muscle no matter your experience level or how much equipment you have. It’s actually the source for many of the office exercises (and routines) that I still use today to keep myself fairly in shape.

This no-nonsense attitude is reflected in Will’s email CTA, giving a sense that he and his brand are genuine and human rather than some kind of gym-focused upselling program.

Despite breaking most rules-of-thumb for effective CTAs, it fits with the target audience and so it works.

Lesson: CTAs can be used to reinforce a brand message or identity through presentation and wording. Conversely, one that is off-brand and poorly thought out could not only make the CTA ineffective but also slightly damage your brand image.

To mix things up, let’s take a look at an example of a physical call to action – one from my local Co-op .

The call this time is to sign up for their membership program, which grants minor rewards to their customers in return for repeated business. However, most telling about this call to action is how it is presented.

In order to see this, you have to already be in the store. If you’re in the store, you’re probably fulfilling the primary function they want their customers to do; buying their produce. They already know that you’re going to be a customer of theirs, so the need to push further action is reduced.

It’s still important to avoid driving away customers by being too pushy, hence why the call to action examples here are all either above your head as you shop or on small signs attached to shelves. Even on the larger signs, the actual call to action is pushed into the bottom right-hand corner.

That’s not to say that it isn’t noticeable or doesn’t work. Every aisle has one of the larger boards advertising the benefits of the membership program above it, selling shoppers on the benefits as they make their rounds.

The takeaway here is that you don’t have to push your call to action in your audience’s face if they’re already providing you value. Yes, it would be preferable for every Co-op shopper signed up and had the incentive to come back again but the program isn’t necessary to generate the main share of their revenue.

Lesson:  Multiple subtle CTAs can be a better choice than one or two intrusive ones if they’re not related to a key action. If the audience is already interacting with your business’ core value stream it’s better to be unintrusive than off-putting.

Optimization is always possible

These lessons are the kind which can be gleaned from literally any call to action example around you. The key is knowing where to look and getting in the habit of thinking about why they are where they are, what they’re promoting, and how they’re doing so.

Billboards, commercials, online videos, store as, CTAs can be found literally anywhere if you keep an eye out for them. Yet that doesn’t mean all of the lessons learned will work for you and your own uses.

The key is to have a solid AB testing process  so that you can continuously improve the calls to action you have. That way you’ll be thinking not only about how effective they are in hard numbers, but also in terms of what they can do in your larger strategies.

Do you have any tips for improving calls to action or have any novel examples? Let me know in the comments below.

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Ben Mulholland

Ben Mulholland is an Editor at Process Street , and winds down with a casual article or two on Mulholland Writing . Find him on Twitter here .

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How to Develop a Call to Action (With Examples)

Impactful CTAs prompt your audience to take actions that benefit your business, whether that's actually buying a product, signing up for a newsletter or downloading a brochure.

Table of Contents

When creating any type of marketing strategy or tactic, you should always have an endgame in mind. The goal of any marketing material is to get your prospects or customers to take some type of action.

Whether you’d like prospects to download your e-book so you can capture their email address, sign up for your course, go straight to buying your products, or take a different action, it isn’t easy to get them there without a strong call to action, or CTA. In this article, we’ll discuss what CTAs are, how to develop them and how other brands make CTAs work for them.

What is a call to action?

A call to action is a set of words or a phrase that pushes people to take action. A poorly crafted and executed CTA can result in subpar marketing performance , while a good CTA could make a positive difference in your company’s bottom line.

CTAs are often clickable, embedded elements in an ad or email or on a website. They are generally aesthetically distinct from other text and encourage users to engage by clicking through to a landing page , downloading a file or making a purchase.

Marketing copy that does not have a CTA can leave prospects feeling unsure of what to do. In the worst case, it results in them doing nothing, moving on, and forgetting all about what you offered.  

Benefits of good calls to action

Obviously, good CTAs get consumers to act, but these are some more specific benefits:

• Building up your audience (by collecting social media followers or subscribers to your email newsletter, for example)
• Adding purpose to your marketing
• Giving consumers clarity on what you want them to do after they’ve digested your content
• Helping push prospects along through the buyer journey process
• Increasing your leads and sales

If you don’t include a CTA in your marketing campaigns , you could be missing out on the above key benefits. You could be wasting your time creating marketing materials in the first place.

How to develop a strong call to action

Follow these best practices when creating your CTAs.

1. Put yourself in the shoes of your target customers.

If you were your target customer, what would inspire you to take action? If you can’t answer that, put a plan together to learn about your audience. Ask yourself these questions:

• What motivates your audience to buy your products and services?
• How do their minds work?
• What kind of offers do they prefer — such as “buy one, get one free,” or a percentage off the final price, or free shipping?
• Are people so passionate about your brand that you don’t need to entice them with an offer and can instead get them to act by asking them in a fun and engaging way?
• What problems does your audience have that you could solve for them?
• Can these problems be solved with an educational e-book, a free webinar or another type of giveaway?

Understanding the way your customers think and buy can help you create CTAs that speak to them, or maybe even tug at their heartstrings to get results. 

2. Experiment with length.

What’s better — a shorter or longer CTA? Like other factors, this depends on your audience. As a rule of thumb, don’t use unnecessary words; get straight to the point (unless you’re strategically adding humor to your CTA). In general, CTAs shouldn’t exceed 15 words; if they’re any longer, your prospects may lose interest and not follow them. However, if you’re torn on what to say, experiment with CTAs of slightly different wording and length to see what gets through to your audience.

3. Cater CTAs to where prospects are in the buyer journey process.

If your company has products and services that lend themselves to a long sales cycle, a CTA that prompts prospects to take action right away on their first touchpoint is unlikely to be effective. For products that are typically cheaper and require less planning to buy, though, you can often score the sale with a simple “buy now” CTA. Here are two examples:

Long sales funnel in the business coaching industry

Prospect Sally learns about you through your Facebook ad, which targeted people who have expressed interest in business coaching on the topic of managing staff. Your Facebook ad has a compelling photo and links to an article that promises to solve a common problem: learning how to be a good manager. The text in the ad offers a snippet from the article, compelling prospects to click the CTA button to find out what they can do to be a good manager.

Sally reads your article and is impressed by your content. She learns something new but has never heard of your brand before, so asking her to spend $1,000 for five coaching sessions is a big stretch. Instead, you conclude the article with a CTA to watch a free video that solves more of her problems. To access the video, she must provide you with her contact information.

Sally wants that information, so she gives you her name, email and phone number. In the video, she sees your face. She learns something about you and better connects with you. At the end of the video, you make your call to action more of a direct ask: “Sign up for my coaching program today and get one free session.”

Sally is now more likely to buy from you. Even if she doesn’t make the purchase, you have her email address, so you can send her drip campaigns with more great content and calls to action.

Short sales funnel in the skin care industry

If you sell products that lend themselves to consumers making impulse buys or overall cheaper purchases, such as skin care products, the CTA on your Facebook ad may only need to say, “Clear acne fast!” and link to a product page to get prospects to buy.

4. Experiment with different CTA writing styles.

Testing different CTA copy is key to getting the best results. Try these types of copy:

• Words that evoke emotion: “Make a $5 donation to help provide meals to hungry children.”
• Questions: “How can this be only 99 cents? Learn more.”
• Time-sensitive offers: “Buy one, get one free — today only!”
• Humor: Dancing figure pointing to a swipe-up button
• Solution to a problem: “Stop being confused about why she didn’t call you back. Get the answers.”
• Personalization (in a drip email campaign): “What are you waiting for, Sally? Claim your free session.”
• Your copy shouldn’t be overly complicated.
• If the CTA doesn’t work, don’t worry. Try again with different tactics until you strike gold.
• Your text should demonstrate value to the reader.

5. Make it look like a CTA.

A call to action can’t look like all the other text or images on your website; it needs to distinguish itself as a CTA. Consider a button design (as shown in the examples below), bold font or text within an image. When creating CTAs for social media posts , you could use emojis that point prospects to links. The bottom line is that you want to draw attention to your CTAs.

Best CTA examples to learn from

To give you a better idea of how to write CTAs, here are several examples of what’s working for other businesses.

Foot Cardigan

“For a while, we were using ‘subscribe now’ instead of ‘join the club.’ However, once we changed the CTA, the [click-through rate] doubled,” said Daniel Seeff, CEO of Foot Cardigan, a sock subscription company. “I believe that ‘join the club’ is more persuasive, as it uses unique wording and suggests some exclusivity.”

This CTA, he also explained, is a kind of social proof, as it hints that there is a “club” of other customers already enjoying the product.

“‘Join the club’ works better because users don’t get the feeling that they need to pay for something immediately,” explained Seeff.

Source: Foot Cardigan

Scalefluence

The team at Scalefluence found that keeping its company website CTAs short, to the point and at the top of its pages works best. This is a tactic that founder and CEO Tony Newton always advises other businesses to follow.

“Most people don’t have time or [won’t] take the time to scroll to the bottom of your website. With that being said, you may need to have one or two CTAs if you have two different types of audiences and position them at the top of your website.”

Newton offered this example from the Scalefluence homepage:

Source: Scalefluence

“This example from our website follows that strategy. Our CTAs speak to our influencers , with a little play from a well-known milk campaign of several decades now (‘got influence?’), and potential clients (‘need influence’), emphasizing ‘need’ first and foremost for marketers in the influencer space.”

Next up, he offered a CTA example from a bit further into his company’s subpages that adds context to the concerns of influencers who want to make sure they don’t compromise their audience by joining Scalefluence’s marketplace.

“Influencers are still in control of their creative process. Plus, we add a little bit of fun.”

Finally, because he believes that agencies and brands are more serious, Newton then focuses on an ROI CTA.

“Their concerns are spending money and not getting anything, which we also address, but now without any color or humor,” he added.

These three examples offer direction on how to integrate different CTAs for different parts of the sales process throughout your website.

Store Space Self Storage

As a marketer, you want your prospects to take action right away. A CTA with the word “now” in it encourages that. In the case of Store Space Self Storage, that word makes perfect sense and would be a natural action for prospects looking for a space near them.

Source: Store Space Self Storage

“Our CTA on StoreSpace.com is as simple as we can make it, and it works for us,” said Greg Birch, SEO manager for Store Space Self Storage. “It tells customers what they can expect to do by using this CTA: ‘Find storage now.’ This is what people come to our site to do, so we try to present it with as few frills as possible to make it happen quickly.”

A key point of this CTA, as Birch pointed out, is the flexibility for prospects to enter a street address, city or ZIP code.

“This way, it decreases the chance that they’ll have to search again, which would increase their chance of exiting our site and going to a competitor,” he added.

Delta Sonic

Calling prospects instead of emailing them can help you close a sale, but getting prospects to share their phone numbers can be a difficult task.

Meghan Tocci, a former content marketer with SimpleTexting, a text message marketing company that represents Delta Sonic Car Wash, found a way to incentivize prospects to offer up their phone number. [See our SimpleTexting review ] She noted that this single CTA earned more than 50,000 text subscribers across all 29 car wash locations:

Source: Delta Sonic

“Their CTA was a simple appeal: ‘Send us a text and we’ll reward you,’” Tocci said. “However, by adding the element of surprise by advertising a ‘prize’ versus a full description of what they would receive, the intrigue drove thousands of people to opt in to their marketing channel.”

Courtney Elmer

Sometimes you’ll need to create CTAs that push prospects through a sales funnel, as business coach Courtney Elmer, founder and CEO of The EffortLESS Life, did. She directed prospects to listen to her podcast episode in this Instagram post’s CTA:

Source: Courtney Elmer

Podcasters and entrepreneurs can pull tips or quotes from their podcasts, post them on Instagram, and prompt followers to listen to that specific episode to increase podcast downloads. This CTA helped Elmer increase engagement and prompted her followers to download and listen to her podcast, as noted by her marketing team. Then, if listeners like what they hear, they might sign up for one of Elmer’s services, such as a retreat or online coaching.

Bad examples of calls to action

Avoid these common mistakes for the best possible calls to action. 

The “learn more” button

A button directing readers to “learn more” or “get started” at the bottom of a page isn’t an inherently bad CTA, but it can feel generic. Calls to action should indicate clear steps to take so you can convert prospects into customers. With something as simple as a “learn more” or “start here” button, you might not incite a strong emotional response — or any action.

Single-word CTAs

A one-word call to action typically inspires a weak emotional response from the viewer. Ending an advertisement with “buy,” “join” or “subscribe” can read as cold and forceful, whereas a longer CTA gradually guides prospects to take action. 

Additionally, single-word CTAs are often too vague. Even if they’re clear action words, a prospect could have trouble interpreting them, causing you to miss out on valuable conversion opportunities.

Guilt-tripping

Offering a reward is a great way to get new customers, but guilt-tripping customers for turning it down won’t convince them to change their minds. If anything, this sort of last-ditch attempt can come off as annoying or offensive. That could cost you customers in the long run.

Develop a stellar call to action

A good call to action isn’t just a witty way to end advertisements — it can entice potential customers to continue down your sales funnel. The better your CTA, the more long-time customers you stand to gain, so don’t let a bad one hold you back. Use the tips above to develop CTAs that can help your business really stand out. 

Additional reporting by Isaiah Atkins and Max Freedman.

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Marketing tips

16 call to action examples (and how to write an effective CTA)

What comes to mind when I try to think of a powerful CTA (call to action) is the one my dad expertly executed by bellowing at me daily to get a job . Fresh from a college experience that promised the world but mainly delivered a mountain of student debt, I was under the assumption that adulthood was supposed to be full of quirky adventures and unexpected meet-cutes, not unsolicited career advice from a man who still struggles to connect to Bluetooth.

Eventually, his CTA successfully motivated me to become a productive member of society. And that's the power of a compelling CTA—it jolts you out of your passiveness and into action. In my case, I got a job despite a lifelong belief that work is something to avoid unless absolutely necessary. (Look at me now, Dad!) 

Just as personal CTAs can lead to transformative life decisions, marketing CTAs have the potential to significantly impact user engagement and conversion. Want to craft your own magnetic calls to action? Keep reading for tips and examples of what makes great CTAs, well, great.

Table of contents:

What is a call to action (CTA)?

A call to action (CTA) is a prompt or message, typically formatted as a button or link, that encourages the audience to take a specific and immediate action.

CTAs are commonly used in marketing and sales contexts to guide users toward the next step in their journey, whether that's purchasing a product, signing up for a newsletter, or forwarding that chain email to all of their friends to avoid eight years of bad luck. Some common call to action examples include:

Add to cart

Types of CTAs

Here's a primer on some of the most common CTA types.

What makes a call to action button effective?

The effectiveness of a CTA depends on its copy, design, placement, and relevance to the user. For example, depending on your audience, the phrase "Snag your copy" might resonate with a larger group than something more generic, like "Download now." Or, if someone visiting your e-Commerce store is a first-time browser, they're likely not ready to click "Buy now." But they might be curious enough to click "Learn more."

Identify which action(s) will bring the most value to your business, then use your CTA to steer users in the right direction.

Why CTAs are important

Calls to action are important because they give your audience a clear sense of direction. Instead of wondering what to do now that they've clicked through every angle of a model wearing a denim jacket they think would look good on them, the "Add to cart" button gently nudges them one step closer to a sale. 

But there's an art to writing a compelling CTA. Too pushy and you'll drive visitors away; too casual and your visitors might not be compelled to take immediate action. You need to strike the right balance for your audience.

16 call to action examples (and why they work)

Let's dissect some real-life CTA examples to learn how to use strategic copy, design, and placement to transform an ordinary CTA into a magnetic, can't-resist-clicking force.

1. JD + Kate Industries

CTA placement: Exit intent popup

CTA type: Lead to purchase

What it does right: Attention-grabbing, offers a valuable incentive, humorous and lighthearted

The brazen use of "WAIT" isn't a gentle suggestion; it's a command. Like someone grabbing your elbow just as you're about to duck out without a goodbye. It's intrusive, but in a way that makes you think, "Alright, what did I miss?"

Combine that with the sheer audacity of telling someone they've forgotten to buy not just one candle but HUNDREDS of candles. It's dramatic, it's over-the-top, and frankly, it's memorable. With copy like that, it's hard to resist giving away your email address because one can only wonder what their emails would be like.

2. Giftwrap.ai

CTA placement: Display ad

CTA type: Lead generation

What it does right: Engaging, personalized, visually appealing

It's refreshing to see something that doesn't pretend to know you better than you know yourself. Instead of telling you what your significant other might want, it's asking you to fill in the blanks. A little bit of personalization without the personal touch. Clever, really.

As for the CTA button, the emoji is a nice touch. Plus, the use of "show" rather than "buy" or "see" is like a little magic trick. "Voila! Here are your gift options."

3. Who Gives A Crap

CTA placement: Facebook ad

What it does right: Benefit-oriented language makes the CTA more appealing to users and encourages them to take action 

By comparing "Us" and "Them," they're not only offering a quantitative argument (385 sheets versus a paltry 299), but they're also injecting a bit of humor. And while I've never been one to count sheets, if you're telling me I get more for my money and it'll look cute next to my collection of HUNDREDS of candles, I'm sold. Also, describing the competitor as "objectively very boring" is a sentiment I've often used to describe my social life, but to see it on toilet paper? Well, that's something.

"28% cheaper than Charmin," followed by a "Shop Now" button isn't just a call to action; it's a call to revolution! A revolution of, well, saving on toilet paper and perhaps bringing a touch of flair to a decidedly unglamorous aspect of life.

CTA placement: Homepage header

What it does right: Creates curiosity, addresses pain points, social proof

There's something oddly reassuring about a direct, no-nonsense headline promising exactly what every website on this overcrowded internet wants: visibility.

The name-dropping of heavy-hitter customers serves as a strong endorsement. It's not saying, "Look who trusts us," but rather, "Look who you'd be in company with." And that "17,961 users joined Ahrefs in the last 7 days" is a nice touch. It's not boastful, but it's certainly not modest. It's a subtle prod to the undecided that says, "While you're contemplating, thousands have already decided."

This CTA is a perfect blend of self-assuredness, social proof, and just the right amount of peer pressure.

5. Ruggable

CTA placement: eCommerce email

CTA type: Limited-time offer

What it does right: Straightforward, creates a sense of urgency, sparks curiosity

There's something unapologetically direct about this ad. "Final hours to save until next week Black Friday"—it's not asking you, it's telling you. Time's running out, and if you're the type who thrives on the thrill of a last-minute decision, this is your moment.

The CTA is a master class in suspense. That "% OFF" lurking behind the button is like when someone says they've got news, but they'll tell you later—except instead of being left alone with your intrusive thoughts, conjuring up worst-case scenarios, you get a sweet discount on a cute, machine-washable rug.

CTA type: Product demo

What it does right: Solution-oriented, benefit-driven, relatable

"Email sucked for years. Not anymore—we fixed it." You mean that thing everyone's been complaining about since the dawn of the internet? It's about time, and I'm all ears.

The rest of the copy succinctly addresses customer pain points and aspirational desires. It paints a picture of a world where checking your email might feel more like reading a postcard from a friend rather than sifting through a pile of bills.

The CTA button, "See how HEY works," is straightforward. No flowery language, no over-the-top promises. Just a simple invitation.

7. Big Blanket Co

What it does right: Creates a sense of urgency, visually appealing, reassuring

The urgency of "limited quantities available...Reserve yours now before it's too late" is classic retail psychology. It's both an announcement and a challenge, like when a kid hears the whistle signaling the end of adult swim and races to be the first one to cannonball into the pool.

The "Limited Restock [Massive 10'x10' Blankets] 100 Night Guarantee + Free Shipping" is the clincher. It promises a combination of rarity, quality, reliability, and convenience, like a call to action Megazord.

What it does right: Addresses pain points, benefit-oriented, actionable

The genius of this homepage lies not just in its promises but in its initial question—a direct prod at the pain point of its target audience that immediately evokes a visceral response. Most, if not all, travelers will mentally answer "yes" to this, recalling their own airport nightmares. It's a calculated reminder of a situation everyone wants to avoid, making the solution they offer even more enticing.

"Get up to $700 compensation per passenger, no matter the ticket price." The clarity here is commendable. They're not promising the world, but a very tangible, specific amount. And the Trustpilot rating is a nod to credibility. It's like a friend vouching for a restaurant they swear by, but in this case, it's 157,892 friends.

The two fields for the departure and destination airports are a clever touch. It's interactive, pulling me in, like when a quiz promises to tell me which '90s sitcom character I am based on my questionable life choices. (I'm George Costanza.) The button, with its sharp contrast to the rest of the page, effectively captures attention while still aligning with the brand's colors and aesthetic. "Check compensation" offers an inviting, low-effort action, subtly guiding users toward their potential relief without overwhelming them.

In a world where we're constantly sold solutions to problems we didn't know we had, this CTA addresses a very real grievance with a straightforward promise. And in the often convoluted world of travel woes, that's a breath of fresh, cabin-pressurized air.

9. Crazy Egg

What it does right: Actionable, benefit-oriented, simple

Crazy Egg's CTA isn't trying too hard to impress. It's just good—well thought out, concise, and to the point.

First, the headline: "Make your website better. Instantly." A rather bold proclamation but commendably straightforward. Its use of the word "instantly" suggests that Crazy Egg has the answers, and they're not going to waste your time.

The "Show me my Heatmap" CTA button is, once again, admirably direct. It's not pleading for a click or asking for a moment of your time. It's telling you, in no uncertain terms, what's on the other side of that click.

What it does right: Clear and concise, visually appealing, strong call to action verb

First off, big ups to Zappos for not making me do math. Half off? I'm already intrigued and haven't even seen the shoes yet.

"Reveal today's deals" feels like a game show moment. What's behind door number one? A pair of boots? New house slippers? It's that momentary thrill, like unwrapping a gift—even if you end up paying for it yourself.

In an endless sea of emails screaming for attention, this one from Zappos does what it needs to do: it grabs you, shakes you gently by the shoulders, and says, "Hey, want something good for half off?" And in this economy, who can say no?

CTA placement: Landing page header

What it does right: Interactive and dynamic, personalized, sparks curiosity

By providing three clear choices (drive or deliver, eat, and ride), Uber shows that they understand and cater to the diverse needs of their users. This personalized approach instantly makes the user feel valued and attended to, whether they need a ride to the airport or just want to stuff their face.

The interactive nature of this dynamic content creates a sense of empowerment and involvement for the user. Even the tens of people unfamiliar with all of Uber's offerings will be intrigued by the distinct options, sparking curiosity and potentially leading them to explore other services beyond their original intention.

12. CareerBuilder

What it does right: Clear and concise, click-worthy secondary CTA

"Find your next job…fast!" Who are you, my dad? Although I suppose if someone's clicking their way onto a job-finding website, they're there for one reason: to snag a job, and preferably one that doesn't make them want to put a campfire out with their face.

CareerBuilder doesn't dilly-dally—they allow you to type in your wildly specific and/or desperate job requirements. And who's going to turn down the resume help offered in the secondary CTA? Talk about a lead magnet.

13. Airtable

CTA type: Gated content

What it does right: Social proof, sneak preview, clear and concise

You may be wondering why I included a very basic "submit" button in a CTA showcase, but pairing a straightforward button with great supporting elements like the headline, social proof, and sneak preview, is like sipping top-shelf wine from an old jelly jar. Sometimes, the simple stuff just ties everything together.

The large headline is as direct as my comments on whether a hotdog is a sandwich. (It's not.) Aimed at the so-called professionals in campaign planning, it speaks to a certain crowd, much like literally anything speaks to Swifties looking for Taylor's latest Easter egg.

The mention of leading companies like Shopify, Time magazine, Spotify, and Hearst adds credibility and trustworthiness. It's basically saying, "If these giants trust us, maybe you, in your comparatively minuscule existence, should, too."

The bullet list detailing what's inside the eBook provides clarity on the content, letting users know exactly what to expect, including insider tidbits from recognized brands. So, not only do you get smarter, but you also get to casually name-drop at the next girls' night. "I've been implementing campaign planning strategies inspired by Equinox and Taylor Guitars. NBD."

CTA type: Closing the sale

What it does right: Showcases diverse selection, clear and concise, highlights affordability

Max presents an impactful CTA through the Neapolitan ice cream of hero images, featuring Anderson Cooper, Ketel Marte, and Margot Robbie with Ryan Gosling. Collectively, these three flavors depict a panoramic view of Max's offerings, emphasizing a wide variety of choices only rivaled by the Cheesecake Factory menu. 

In a world drowning in content, they've managed, quite succinctly, to sum it all up with "It's all here. Plans start at $9.99/month." The ensuing "Sign up now" button invites visitors to subscribe, anchoring the CTA by providing a straightforward pathway to accessing all the consumable content your heart desires.

15. Adobe Stock

CTA placement: Google Search ad

CTA type: Free trial

What it does right: Benefit-oriented, actionable, relevant to the target audience

This paid search ad nails the CTA with a clear and easy-to-understand message. The headline "Free trial - Find the right image faster" immediately grabs attention by offering a low-risk way to experience the service. It also addresses a common pain point for users, highlighting the platform's efficiency. 

In very few words, Adobe found a way to combine attention-grabbing language, address user concerns, highlight the platform's strengths, and offer a valuable deal, making for a cleverly crafted CTA. If I were into such things, I might even click on it. But I have people for that.

CTA placement: Email

CTA type: Event promotion

What it does right: Multiple engagement opportunities, attention-grabbing, personalized

Much like the free sample stations at Costco, the strategic placement of three CTA buttons ensures the reader has multiple opportunities to engage, regardless of how far they wander (or scroll).

The header image immediately grabs attention with its vibrant graphic detailing key event highlights. This provides a quick snapshot of what to expect and builds anticipation.

Personalizing the body of the email to address readers by name creates a sense of intimacy. Instantly, they're all ears and feeling special.

How to write a call to action

Your calls to action should be unique, specific to where it's featured as well as your particular audience and targets. That said, the best CTAs do share some characteristics that you can apply wherever they may be. 

If you're looking for one secret to effective CTAs, here it is: give them a reason to click, share, or hand over their email address . More important than the wording, placement, or color of your CTA is the underlying incentive a person has to follow it. How will answering your call to action help them? 

A good call to action restates its benefit bluntly and succinctly. 

If you're offering a discount, remind them what percentage. 

If they're getting a free PDF, mention the words "free" and "PDF." 

If you're using a standard link, typically you write the incentive in your CTA's anchor text (the clickable text). In the case of social media posts and ads, you should reserve the last line in your message for your call to action, so mention any benefits there.

If you're using a button CTA, you have to limit the number of characters you use, so it's better to add secondary text. While the button can say something basic like "buy now," nearby you should include a line or two to remind visitors about the advantages to clicking. 

Transparency

For starters, say exactly what will happen when you click. Remove all mystery with specifics. For example, saying "start your download automatically" is more descriptive than "click here to download." (For button CTAs, with limited space, you can include secondary text nearby.)

You want to acknowledge any user doubts and assuage their fears. If visitors are worried about security, they're not going to click, so reassure them that you understand their concerns. One of the big fears, in the case of email signups, is spam. You might want to gently remind visitors that you won't share their information and that you'll only email them once a week, twice a month, or whatever the case is, to keep their imagination in check.  

You can build trust just by being upfront about everything from the beginning. You'll find people are more receptive to your CTA pitches when they know precisely what to expect. 

Command and wording

Don't be shy about calls to action! Some people soften their language to avoid being pushy, but CTAs should be strong and unapologetic. After all, if you followed rule #1 (incentive), then what you're offering is beneficial to the visitor. 

That's not to say you should be rude or demanding (please don't); there's a perfect balance somewhere in there between a strong suggestion and a forceful command. Above all, the reader must always feel they have a choice; your call to action is there to convince them of the choice you think they should make. 

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This makes the statement sound stronger, and at the same time, clearly communicates what the user should do. 

Likewise, avoid wording that weakens your call to action, including "please" (no matter what Grammarly tells you) and modifiers like "could" and "would." There's a time and place for gentle language, but calls to action are not one of them.

Word choice is important to CTAs, not only for making a persuasive argument, but also for fitting the space allotted.

They're not foolproof, but in my experience, these words tend to improve CTA performance and the effectiveness of most sales copy. And because most of them are short, you should have no problem fitting them into your CTA space. 

How to design call to action buttons and banners

Now that we've covered the writing, let's talk about how your CTA should look. The design, layout, and typography of your call to action all play major roles in its success. 

CTA design best practices

If you're placing your call to action on a web page or other content you design yourself, you want to place it at the top of your visual hierarchy. Your CTA should be the most noticeable element on the page. To achieve this, you want to pull out all your design tricks:

Contrasting colors: CTAs should generally contrast with the rest of the page's design. Visitors shouldn't have to work to find what to do next. Use a vibrant color for your CTA, especially against a dull background. Can you spot it from six feet away? Good.

Optimal size: Make the button and text larger than the surrounding elements but not so large that it overwhelms other content. It should also be easily clickable, especially on mobile devices.

Clear typography: Use a legible font that complements your brand. Ensure the text is large enough to read but doesn't crowd the button. You can play with typography to emphasize key words. Commonly, operative words like "free" are set in a different color or sometimes even a different font to attract more attention.

Negative space: Surround your call to action with plenty of negative, or empty, space. Setting your CTA apart from the other elements makes it more noticeable and gives it more importance in the eyes of your visitors.

Emoji use: Some brands find success with emojis, but if you choose that approach, remember that a little goes a long way.

Consistent styling: While CTAs should stand out, they should still align with your brand's overall design aesthetic. Consistency in design builds trust.

Call to action testing and iteration

Last but not least, you should evaluate how successful your final call to action is and identify room for improvement. Creating your CTA may feel like a lot of guesswork and shooting in the dark—because it is. Testing it is much more clear cut. 

To get a basic idea of your CTA's performance, take a look at your analytics. Compare the page traffic to the number of conversions, and see what percentage of your total visitors clicked. 

If your conversion rate is significantly lower, it's worth doing an A/B test on your design and copy. Try two different versions of your call to action, experimenting with different phrasing, colors, or fonts, and see which one performs better with your target audience. It's the most efficient way to reveal what works and what doesn't with concrete, empirical data, ensuring your CTA resonates with the target audience and drives the desired action.

Improve your CTAs now, free! 

While my dad's approach might have lacked the finesse of a well-designed button or the allure of clever copy, the sentiment was clear. And that's the heart of every good CTA. Whether you're nudging a visitor to make a purchase or nudging your offspring out of the nest, the principle remains the same. CTAs are about engaging your audience, prompting action, and, occasionally, a very pointed reminder to update your LinkedIn profile.

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Allisa Boulette

Based in New England, Allisa is a content marketer and small business owner who hopes to make the internet a more interesting place than she found it. When she’s not working, you can find her lying very still not doing anything.

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MARKETING INSIGHTS

30 powerful call-to-action examples that visitors can’t resist

• Lena Sernoff
• 15 min read

When marketers and business owners create a website , they’re advised to use compelling calls-to-action (CTA) to persuade their target audience that clicking on their content is a must. A powerful CTA directs people to take action — whether to purchase, subscribe, book or do any other activity that serves the business’s goal.

Writing and designing effective CTAs isn’t always straightforward. On the one hand, you want your CTA to stand out, but you don’t want to appear too salesy or desperate. On the other, there are only so many words you can use to encourage visitors to buy, register or sign up without sounding repetitive. Through researching other successful calls-to-action examples, you, too, can master the art of crafting your own. To help, we’ve gathered our favorite call-to-action examples and compiled the best practices for writing one.

What is a call-to-action?

A call-to-action is a short phrase that prompts your audience to take the desired action on your website, landing page , email or advertisement. They are often clickable texts, images or buttons that guide the user to the next step you’d like them to take. However, call-to-actions can also be plain text with no link. Implementing good CTAs is essential for your business’s growth as it can significantly impact the success of your marketing strategies, and specifically your conversions, sales and lead capturing efforts.

Tips for crafting a call-to-action

Before we look at some call-to-action examples, let’s first define what makes a good CTA. This will help you understand why we've chosen the examples in this article, as well as make you better equipped to create great CTAs . Using the following CTA tips can help you get more clicks:

Use action words

The best way to build a sense of urgency, thereby encouraging people to take action, is through using action words in your content. Here are some examples of common action CTAs: buy, add to cart, order, shop, try, get started, sign up, subscribe, download, learn more, swipe up, continue and see more.

Write in the first-person

Writing in first-person can grab and hold readers’ attention, thus prompting them to respond to your call to action. It personalizes it also.

Keep it short and simple

Be selective with the number of words you use in your CTA and how many calls-to-action you use on a web page or ad. When you avoid lengthy text, your message is able to stand out because it won’t get lost amongst other less crucial information.

Know what your audience needs

If you can anticipate your audience's "lead temperature" and readiness, you will be able to best influence their choice in clicking. Is the user realistically ready to "Buy now," or would they prefer to "Download" more information first? You should see your conversion rate and click-through rate increase by showing the most relevant information to a user at the right time.

Make your CTAs easy to find

By contrasting colors, sizes and strategically designing your CTA buttons, you can create the best user experience that could lead to conversions. Wix website templates and landing page templates come with built-in customizable CTA buttons. These templates are arranged to make it easy to grab your audience's attention by being strategically placed on the page layout. They've also been designed in an optimal size and visual colors that nicely contrast with the background.

Best call-to-action examples

Domino's

International Rescue Committee

Carissa Potter

The Chef and the Dish

Saint-Isadore

Greek Sandals

Amazon Music

The Syntopia Hotel

Booking.com

Website call-to-action examples

01. wix.com.

CTA: Create a website you’re proud of

When we ask first-time users to create a website, we invite them to start something great for themselves — a business website, an online portfolio , a free blog or a digital CV — all offer opportunities to build a successful future. This is precisely what our CTA on the Wix.com homepage is meant to inspire. We are also tapping into emotions and feelings that can help trigger action. Paired with the message "Get started," this secondary CTA button is meant to convert the lead and motivate them to open an account with Wix.

CTA: Now is your moment to build a better tomorrow

To understand the strength of Slack's call-to-action examples, you need to consider its company mission which is to create “a better future.” Furthermore, they say "Slack is where the future works" and "Now is your moment to build a better tomorrow." These CTAs contrast nicely with the action word "now," thereby motivating you to make a purchasing decision today that will impact your tomorrow.

Slack’s homepage also includes a navigation menu that offers more information, such as pricing and other products. Yet, what stands out here are more CTAs like "Try for free" and "Talk To Sales" buttons. This straightforward web design compels visitors to progress in their customer journey.

CTA: Request a demo

The company Box offers cloud storage servers for large organizations like hospitals, universities and corporations. The company realizes that these types of ventures need to be able to establish personal connections between customers so that they are more willing to commit to the product. This is why the "Request a demo" CTA button is featured prominently on their website. It is a solid call-to-action example that addresses how important demos are in the SaaS world and how valuable it is to have the option to book them without going through extensive steps.

04. Domino’s

CTA: Delivery or carryout

Sometimes, one CTA is not enough to capture all audiences. That's what Domino's figured out when it decided to address visitors with two options, either get a pizza via "Carryout" or via "Delivery." The great thing about both CTAs is that the language is clear and actionable, prompting visitors to move forward with the purchase. While most call-to-action examples nearly always rely on a verb, the invitation to choose between the two is so clear that no verb is needed.

CTA: Why Zoom

Zoom's CTA success begins with its powerful opening statement on the homepage. In bold letters, the company announces: "Zoom is ranked # 1 in customer reviews." Its reputation as a top video-conferencing platform is well-known. That said, all that remains is for its CTA to make a final appeal for those who may not be customers yet: "Why Zoom" and "Sign up, it's free."

A combined effect of customer testimonials and a powerful CTA can drive users to sign-up and learn more about why Zoom is ranked so high. Afterward, they can simply register to be part of the experience. We are impressed by how Zoom has shown its competitive advantage by "flaunting" its strong reputation in a bid to nurture more trust.

06. International Rescue Committee

CTA: Donate

When simplicity and creativity meet, you can rarely go wrong. The International Rescue Committee's website makes very simple use of the word "Donate." There's a powerful message behind this word, especially with the bold and complementary color combo of black and yellow. The addition of a little heart icon to accompany it, reminds us of the art of giving and caring. This "Donate" call-to-action example summons our sense of moral duty.

07. Carissa Potter

CTA: Submit

Illustrators aren't famous for sending emails. That is until you see Carissa Potter's newsletter registration, who writes she "will only send you love and sometimes some words to go with it" with a delightful illustration of a hand-drawn envelope. Potter is able to make a personal connection and share her authentic voice in the form of a unique call-to-action. We are certain that many people who visit her Wix website to check-out her projects are more than happy to subscribe to her newsletter based on her heartfelt message.

08. The Chef and the Dish

CTA: Book your private cooking class

If you've ever used a cooking site, you might have noticed that many of them opt for a layout that centers around their most recent blog posts. There's nothing wrong with that, but it does make the process of searching for older recipes or cooking courses a bit more cumbersome. That's why we love The Chef and the Dish's Wix website and call-to-action examples. They highlight the option to "book your private cooking class" as the main element at the center of their homepage.

Also, The Chef and the Dish have added CTA buttons on their site that are customized by cuisine type. This tailored and clearly labeled design makes it extremely easy for a site visitor to find the kind of food they're interested in and immediately be able to move to the next step.

CTA: Let’s talk

Phone sales consultations are essential for digital service providers like Lever, a recruiting and hiring service. The company offers prospective clients the possibility to speak with a representative, thereby giving them a good first impression of the product before signing a deal. That’s why we like Lever's use of "Let's talk" in its CTA. This adds a sense of immediacy to the process using a casual tone that sounds approachable and friendly.

eCommerce call-to-action examples

10. modcloth.

CTA: Shop Halloween

As an online eCommerce website , ModCloth knows that it can get more sales using personalization in its messaging, which is adapted to seasonality and shows brand personality. This is why ModCloth's homepage keeps its CTAs up-to-date. For example, it currently has a "Shop Halloween" section with Halloween on the horizon. They've even added a friendly rhyme, "Have no fear, Halloween is here! And we're looking on the fright side with a collection inspired by the scream queens of the silver screen." This playful copy is far from mundane. If there's a way to create CTAs for holidays or big events, then take the extra step of demonstrating relevancy and freshness to customers.

11. Patagonia

CTA: Take action

Patagonia eliminates the need to search through a long list of links on its navigation menu. Instead, the outdoor apparel store guides you right away to the categories that most matter to customers: shop, activism, sports and stories. This is a terrific way to streamline shoppers toward their desired destinations.

On its activism page, Patagonia highlights its environmental efforts using a large CTA that reads "Take action," hoping to prompt site visitors to sign-up for volunteer work with a number of grassroots groups. This call-to-action example uses a nice play on words because by taking action on their site, visitors will also be taking action in improving their community.

12. Saint-Isadore

CTA: Shop online

Saint-Isadore's Wix website has two CTA buttons on it: one is outlined in a black frame that reads "Shop online," and the other is a classic button in pink that reads "Shop all." Both of these call-to-action examples take visitors to the same page, which is a common and effective CTA technique that casts a wider net to gain more clicks.

Different visitors may be attracted to one or the other for various reasons. What's important here is that Saint-Isadore did not simply replicate the button. They slightly altered both text and design so that these buttons remain unique but related.

13. Greek Sandals

CTA: Discover the collection

Wix user Greek Sandals evokes vacation and summer vibes across its website. With product images featured on the beach, site visitors know they're in for an adventure. Greek Sandals connects aesthetics with its CTA language in "Discover the collection." We believe the word "discover" was specifically chosen due to its association with uncovering new places while traveling.

Facebook ad call-to-action examples

CTA: Understand why users are leaving your site

Hotjar’s Facebook ad immediately informs its audience that the business can create better web experiences. The message “understand why your users are leaving your site” together with the phrase “Try Hotjar free” complement each other perfectly. Hotjar knows what troubles its target market and offers a solution in return.

15. SoundCloud

CTA: Get paid for your plays

Music streaming company SoundCloud, "talks music to our ears" with its Facebook ad copy. Their message is to the point, as it knows exactly what its audience hopes to achieve—get more plays. As being the only text on the page, the words seem too pop. On top of that, "get paid for your plays" rolls off the tongue because the letter "p" repeats throughout.

16. Outreach

CTA: Read now

Many of us say that if we had more time, we would read more. However, Outreach, a sales engagement platform, creates a sense of urgency around reading their guide now .

Outreach also has done a fantastic job using varying CTAs on the bottom right of its ad, "Download," and “Read now” at the top. This small change in wording allows users to choose between what messaging they best respond to, thus increasing the chances of converting.

Instagram ad call-to-action examples

17. amazon music.

CTA: Get offer

Getting six months of free Disney + sounds magical. But in order to make this Disney dream come true , you have to act fast. Amazon's use of the words "limited-time only" urges people to act on this special deal now. Amazon has done a superb job of tying it all up in a short and sweet final CTA "Get offer."

18. The Syntopia Hotel

CTA: Visit Instagram profile

Ever wondered how to get more profile views on Instagram? Apparently, you just need to ask according to the Syntopia Hotel. With an inviting CTA, "Visit Instagram profile," the hotel brand is able to bring its target audience to its page.

If you have a visual product or great hotel views like Syntopia does, then driving users to your Instagram profile is an effective way to promote your offerings. Besides, with a strong Instagram marketing strategy in place, you'll be able to make the most of your paid profile visits. From optimizing your professional Instagram business account, using all of the app's formats, to building robust content pillars, we've covered it all in our guide.

Subscribe to the Wix blog  for a weekly dose of fresh web design tips and trends.

Google search ad call-to-action examples

19. stitch fix.

CTA: Take your style quiz today

Stitch Fix, an athleisure brand, opens with an intriguing offer to its clients. It asks people to take a style quiz to refine the looks and styles they'll show the visitor on the site. Then, using the incentives "Save 25%" and "Free shipping and returns" encourages visitors to take immediate action. Don't be shy to use quizzes in your next ad and CTA.

20. Booking.com

CTA: Quick and secure booking

Hotel website Booking.com knows just what its target audience yearns for when booking a hotel. The website's intro text reads "Quick and secure booking," paired with a smaller font that says "Book your hotel in Chicago now," thereby showing trust and readiness. The Google search advertisement also wraps up the copy with "Read real guest reviews." This intentional step demonstrates confidence in the company's ability to share past customers' voices.

21. Overstock

CTA: Last chance summer savings

The only good thing about summer ending is the sales that follow. Overstock, the furniture and home decor seller, really knows how to jump on the seasonal trend. Its Google search ad shows current relevancy and adds strategic words, such as "Last chance." Even if it's just subconsciously on our minds, the timing strikes us to act fast before summer has ended.

Display ad call-to-action examples

22. tableau.

CTA: Get the whitepaper

Spreadsheets enthusiasts are part of a niche target audience who appreciate advanced products and services. Tableau captures this very well in its choice to use the statement "5 things your spreadsheets can't do." The CTA helps potential clients imagine all the possibilities of Tableau products. Building suspense and hinting that Tableau can make their life easier, they add a final touch with the CTA "Get the whitepaper." We love how few words or imagery are on this ad, yet the message and inclination to click are still high.

23. Volkswagen

CTA: Find a dealer

Sometimes it's good to get straight to the point. In the carmaker Volkswagen's banner ad design , you can click on the "Find a dealer" button, leading you to where you want to go. Instead of a "Learn more" guide about the car's features, Volkswagen is confident it can help people find the perfect vehicle right away.

24. Upstart

CTA: Learn more

Some of the best call-to-action examples are those that spark curiosity. Upstart, a company that provides personal loans, knows just how much information to include in its display ad and still generates interest to click-through.

In its promotion, Upstart lists three of its value propositions with a very noticeable next step: "Learn more." This business knows that it would be best to offer more information for a first-time user as opposed to a "Sign-up today" CTA. It's essential to align your call-to-actions to the customer’s readiness.

Pop-up call-to-action examples

25. balloon.

CTA: Sign up to be notified of screenings in your area

Balloon's Wix website promotes a short film and provides information about upcoming screenings. Its "Watch now" CTA button is intentionally placed to cover the mouth of one of the movie's characters, which sends a strong message about the movie's plot. Additionally, Balloon has a pop-up call-to-action example with a window appearing at the bottom of the website.

This lightbox collects emails and notifies users of screenings in their area. The pop-up is too invasive since it's at the bottom of the page. With the help of a form builder , they've customized (and limited) the information in the required fields to increase their submission rate.

26. Backlinko

CTA: Get the free guide now

Backlinko knows why people come to its site and wastes no time giving them what they're looking for. The company is widely known for SEO training and link-building tips, so the minute you land on the homepage, a pop-up promotes a piece of gated SEO content with the CTA "Get the free guide now."

What Backlinko did in this CTA example was select a highly relevant guide to tempt its site visitors to give their emails. Later it can nurture its email list with marketing emails and newsletters. Who said pop-ups have to be invasive? In the case of Backlinko, we find it extremely useful.

Email call-to-action examples

CTA: Ride and save

The ride-sharing app Lyft keeps it short and sweet in its email marketing campaign . Lyft demonstrates that brief copy helps the brand's message come across powerfully and allows the "Ride and save" call-to-action example to roll off the page. It’s even designed with a shadow around it to create a 3-D visual effect. Lyft also uses the first person in order to speak directly to its readers with phrases such as "just for you" and "treat yourself."

CTA: Register now

Asana is a workflow solution that keeps projects organized and on track. Its marketing email immediately reveals that Asana can help with burnout, bounceback, and keeping employees motivated. After stating this workforce pain point, Asana calls for a solution that will be shared at its upcoming online event. Furthermore, it gives a glimpse of what you'll learn at the conference and asks you to "Register now." Since we’re all very busy professionals, make sure you, too, can entice people to make time for your next event.

29. Headspace

CTA: Get some Headspace

Meditation and sleep app Headspace use a wonderful call-to-action example that incorporates its brand name into the CTA. After introducing the different capabilities and features the app offers, it signs off with "​​Get some Headspace."

Typically the word "Get" is followed by phrases like "Get the app" or "Get the offer," but here, it uses the company name "Headspace" instead. They've found a clever way to create a pun with their name because by getting the app, hopefully, you'll get some clarity in your mind.

30. Chipotle

CTA: Get my guac

On National Avocado Day, Chipotle Mexican Grill jumps on the opportunity to make its customers happy with free guacamole. Instead of sounding robotic or mundane, the Mexican American fast-food chain makes this special day feel fun with its CTA: "Get my guac." The shortening of the word guacamole makes the brand's message easily digestible. Having an authentic brand voice, Chipotle succeeds in piquing interest and getting people to take action on its offering. Think of ways you can be playful in your CTAs, whether it's by shortening a word or using slang to connect with your audience.

Types of CTAs

Here are some common types of CTAs and their applications:

Lead generation

These CTAs aim to collect user information, such as email addresses or phone numbers, for lead generation purposes. Examples include "Sign Up for Our Newsletter" or "Download Our Free Ebook."

These CTAs encourage users to make a purchase or transaction, driving direct sales or conversions. Examples include "Buy Now" or "Add to Cart."

Content engagement

These CTAs promote further engagement with content, such as reading blog posts, watching videos or exploring additional resources. Examples include "Read More" or "Watch Now."

Social sharing

These CTAs encourage users to share content on social media, increasing brand awareness and engagement. Examples include "Share This Post" or "Follow Us on Facebook."

Event registration

These CTAs prompt users to register for events, webinars or workshops. Examples include "Register Now" or "Save Your Spot."

Contact CTAs

These CTAs direct users to contact the company or organization for inquiries or support. Examples include "Contact Us" or "Get in Touch."

Download CTAs

These CTAs encourage users to download resources, such as eBooks, whitepapers or case studies. Examples include "Download Now" or "Get Your Free Resource."

Subscriptions

These CTAs prompt users to sign up for recurring services or subscriptions. Examples include "Start Your Free Trial" or "Subscribe Now."

These CTAs encourage users to provide feedback, reviews or testimonials. Examples include "Leave a Review" or "Share Your Feedback."

Donation CTAs

These CTAs encourage users to donate to a cause or organization. Examples include "Donate Now" or "Support Our Mission."

CTA buttons and how to use them

CTA buttons play a crucial role in guiding users towards desired actions and achieving marketing goals. They serve as clear instructions that prompt users to take specific steps, such as signing up for a newsletter, making a purchase or downloading a resource. Effective CTA buttons can significantly improve conversion rates and drive desired user behavior. They also allow for tracking and measuring their effectiveness, providing valuable insights for optimization.

How to use CTA buttons effectively:

Use concise, action-oriented language that clearly conveys the desired action.

Make CTA buttons visually prominent using contrasting colors, appropriate size and strategic placement.

Place CTA buttons in prominent locations where users are likely to see and click them.

Ensure CTA buttons are optimized for mobile devices, with appropriate size and touch-friendly design.

Continuously test different CTA button designs, placements and copy to optimize performance.

Call-to-action examples FAQ

How can i make my cta's more compelling.

Use strong action verbs, create a sense of urgency, highlight the benefits of taking action, personalize the message and offer a clear and enticing next step. Keep it short, simple, and specific to your audience's needs.

What are some common mistakes to avoid when crafting CTA's?

How to test the effectiveness of a cta, related posts.

5 tips to master CTAs (that actually work)

40 effective types of marketing to boost your business

Call to action 101: How to write a CTA that converts

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Call-to-Action: 8 Strategies to Create the Perfect One (With 4 Great Examples)

Calls to action are one of the most effective ways to increase conversions from your website and marketing campaigns. But you can’t simply tell people what to do.

The perfect CTA must include these three elements: urgency, education, and specificity. There must be key takeaways that can compel people to do whatever you want.

And avoid confusing people, or you risk losing potential customers, especially as a small business.

Keep reading if you want to learn how to write the  perfect call-to-action  that will captivate your audience and  increase conversions .

8 Strategies to Create Great Calls To Action, Plus Examples:

• Use strong verbs
• Arouse curiosity and emotions
• Highlight free trials
• Showcase benefits
• Present the problem, then offer a solution
• Leverage social proof
• Offer bonuses
• Utilize cliffhangers

Four compelling CTA examples and why they work

1. Use strong verbs

Use strong verbs to improve your calls to action. The stronger, the better.

You must also include an element of urgency to increase your CTA’s efficacy. For example, “Buy Now” or “Download now.”

But not all verbs work for all situations. Below are examples of verbs and when you would use them:

• eCommerce:  Order, buy, shop, save, reserve, add to cart, view, pick
• Giveaways:  Download, grab, claim, take advantage of, get
• Newsletters:  Join, subscribe, sign up, refer
• Non-profit:  Donate, commit, adapt, give, volunteer

2. Arouse curiosity and emotions

People’s emotions  influence what they buy. And what better way to get people to do something than to make them curious?

Use promising modifiers to provoke people’s emotions.

For example, adding numbers like “Buy now and get 70% off!” compels people to check out the significant discount. Add adjectives such as “Find your dream wedding dress now!” to create emotional reactions when people read your CTA.

Making a promise can also work. For example: “Drink this and lose weight in 5 weeks!”.

People also love unique things, so highlight your unique selling point. For example: “Create a custom t-shirt now!”

3. Highlight free trials

Asking people to buy right away causes them to bounce off your site. Offer limited-time-only free trials instead in your call-to-action.

Free trials allow people to get a feel for your product and encourage them to subscribe when unlocking advanced features.

But there should be a specific period for free trials. This gives people a sense of urgency, especially when they have enjoyed your product.

Typical free trial periods range from 7, 14, and 30 days for software to three days for mobile applications.

But don’t be afraid to experiment with more extended trial periods. For example, people love music, so Spotify Premium offers a 3-month trial period. It’s a generous amount of time for people to fully enjoy unlimited music streaming and Spotify’s advanced features.

4. Showcase benefits

Show what people can benefit from your call-to-action, or your  click-through rate  will suffer.

If you have a business blog, highlight your expertise to help educate your audience.

For example, HubSpot offers free marketing resources that people can download when accessing their blogs. Crowdspring provides a  comprehensive brand identity guide  that helps small businesses and startups unlock the secret to faster business growth.

Use a few clear and concise short sentences in your copy to avoid confusing people.

5. Present a problem, then offer a solution

Customers want a quick answer to their needs. So, leverage relevant problems from your target audience by offering a solution in your call-to-action.

This simple tactic attracts people because people want quick solutions. Follow these  three steps  to write compelling copy:

• Pick a problem
• Intensify the problem
• Offer a solution

6. Leverage social proof

People want to belong and don’t like to get left behind. Social proof  pushes people to follow trends to feel validated.

Use this powerful psychological  principle of social proof  to your advantage when writing your CTAs.

Trends and memes are good examples of social proof.

You can showcase social proof in many ways. For example, list the number of subscribers to your newsletter, people who have used your product, customer reviews, and more. Social proof helps build credibility for your brand and urges people to check what your product or service is about.

For example, we publish tons of real client testimonials on the  crowdspring reviews page to show the feedback we’ve received from tens of thousands of satisfied customers.

7. Offer bonuses

People love rewards . Bonuses offer one of the most effective ways to lure in people through your call-to-action.

Marketers often offer referral bonuses, while  eCommerce businesses provide coupons or discount codes when buying their products. Either way, it’s a win-win situation.

Offering limited-time-only bonuses or discounts can help add a  sense of urgency . This feeling of  scarcity  helps grow your revenues.

8. Utilize cliffhangers

A cliffhanger is a proven tactic that compels people to click on your CTA. It’s a fast way to incite curiosity.

But there’s a fine line between cliffhangers and clickbait.

Cliffhangers are best used when you want to share a piece of content. Companies that promote on social media do it best. A short and curious caption is an effective way to lure in curious people.

1. GiftRocket

People are bored of traditional greeting cards. GiftRocket stands out because of its unique way of sending out a gift.

The website doesn’t ask customers to sign up before sending a gift. You can immediately click the “Send a GiftRocket” button to customize your gift and then register last for payment.

This instant gratification allows customers to skip the hassle of registering first, which can sometimes deter people from pursuing the action.

Simplicity often works best in capturing people’s attention. And Apple does it best.

Apple leverages high-quality and crisp images with a simple caption to captivate people. The “Learn more” button stands out despite its simplicity with the smart use of white space.

People love seeing the word “free.” So, follow Webflows’ example and include it in your call-to-action if you allow free trials.

There are discounted trials, and then there are free trials. People want free. Discounted trials allow people to use all your advanced features, while free trials only allow people to use basic features.

Free trials are best used for services such as software, editing tools, and more. These services are hard to grasp if only done through images. People need to test out these services first for their worth.

5. Glossier

Most people are lazy. If you want them to sign up for your newsletter, make it quick and easy like Glossier.

People signing up before getting access to information often deters them. It’s an added step that many are not willing to take.

So, allow them to subscribe to your newsletter easily through your call-to-action. But people often won’t subscribe unless you can show them quality educational content.

Be sure to invest in writing  quality content  first to show off your expertise. Good content helps build credibility for your brand and increase website traffic.

The best CTAs are specific, clear, and urgent. But maintain a balance between urgency and clickbait. Be concise and honest, and highlight how your brand can help.

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• 17 Call To Action Examples (+ How to Write the Perfect Social CTA)

October 21, 2022 46 Comments Mark Quadros

A call to action can make or break the success of your social media campaign. If you use the right words, your CTA will inspire your audience to take action — click on your ad, download your ebook, add an item to cart… you name it. On the other hand, if your CTA isn’t catchy and persuasive, your audience will simply scroll past without noticing it.

Keep reading to learn everything you need to know about social media calls to action : what they are, what makes a CTA successful, and how to craft a persuasive CTA for your next campaign. We’ve also included 17 call to action examples (from social media and beyond) to get you inspired. That’s right: we’ve also included great examples from email campaigns and landing pages — because a good CTA is a good CTA, regardless of where it’s placed.

Let’s jump in!

What is a call to action (CTA)?

A call to action (or CTA) is a text prompt designed to inspire the target audience of a marketing campaign to take a desired action. For example, a call to action can encourage people to click on a link, leave a social media comment, visit an online store, make a purchase, etc.

A call to action can take up different forms:

• Plain text with no link

“Buy Now” or “Download Now” are typical examples of simple calls to action.

But a CTA can run longer, too, such as “Subscribe today so you’ll never miss a post.” The possibilities are endless.

Call to action examples from AdEspresso

A good CTA can help with decision fatigue and give meaning to your content. Even if it’s just a two-word phrase, users need some direction to know what to do next.

CTAs that create a sense of urgency will also help increase conversions .

As long as it encourages potential customers to stay engaged on your site, then your call to action has done its job.

Note that having one CTA highlighted is the most common way. At the same time, some marketers use both primary and secondary call to actions in their marketing. We’ll review some best practices of this later on.

How to write an effective CTA for social media (and beyond)

Social media is all about getting users to click on your posts and ads and engage. However, it’s no longer as easy as it sounds. 22.3% of people using ad blockers say there are “too many ads.”

It’s tough out there.

To combat this, increase your conversions and engagement with a compelling call to action on your ads and elsewhere on the web. Let’s see how you can achieve this.

Use strong action words

Writing short and strong CTAs is not only more persuasive, but it’s also necessary due to the character limits on ads. Start with a verb (“buy”) and follow with an adverb (“now”) or a subject (“ebook”) or both.

Here are two call to action examples to the above statement: “Buy Now” or “Download this ebook now.”

Below are some of the most common call to action verbs broken down by intention. Simply pair them with the offering of your business.

Tip: check your call to action against the LIFT Model (see below).

If we took our example from above, it would look something like this:

Download = relevance

this ebook = clarity

now = urgency

Download this ebook = value proposition

Use the text surrounding your call to action to:

• Reduce distractions (i.e., remove unnecessary links, images, etc.)
• Ease anxiety (e.g., add the disclaimer “no credit card required”)

Provoke emotion or enthusiasm

If you want to evoke an emotional response in your users, opt for a longer CTA. You’ll need to incorporate more modifiers in this case to get the desired effect.

Here are some examples:

• Add numbers: “Buy now and get 50% off!”
• Add adjectives: “Find your dream home with us!”
• Make a promise: “Lose weight in just 6 weeks!”
• Influence their FOMO: “Limited time offer. Get free shipping!”
• Play up your USP: “Order a hand-made soap now!”

Think up your own

You don’t need to stick to the good old examples, though. Get creative and make up your own call to actions.

First, verbalize to yourself what your company does for its customers (or simply look at your mission statement). For example, I run a spa where people get facial treatments.

Next, transform the verbs and modifiers into a 2-5 word call to action. Add relevant information where necessary → “ Get a free mud mask” or “ Treat yourself today!”

“Period better” – Thinx opted for the unique use of the word “period” as a verb in their CTA.

Tip: nobody gets their CTAs right the first time. Run at least one A/B test (but preferably more) on your ad to evaluate the strength of your call to action.

13 of the Best Call to Action Examples for 2022

In the following section, you’ll see what the techniques mentioned above look like in practice. Steal and customize the best CTA examples for your campaigns!

Facebook Ad CTAs

We’ll examine some Facebook ads with classic call to action examples. They may seem simple at first, but there’s more to uncover than what you see on the surface.

This ad from ClickUp is likely part of a retargeting campaign . Even if you don’t watch the video, the ad copy offers plenty of calls to action on its own.

Why it works

• Same CTA in the headline and the first sentence of the ad = the offer is clear (“Get 15% off”)
• The CTA is supported by objection-handling statements, such as “save 1 day a week”, “guaranteed,” and a list of features
• The “Learn More” call to action button assures the audience that they’ll get more info before committing

2. Shaw Academy

Can you spot all the call to actions in this Facebook ad? Hint: there are at least seven. Every element is coordinated here to instill a sense of urgency in the audience. Take note of the exploding colors, the alarm emoji, the many exclamation marks, and the multiple CTAs.

• Beautiful, contrasting colors with a CTA that stands out
• Multiple call to actions
• Sense of urgency to take action

Babbel is a language learning app that comes at you strong with various CTAs for their Facebook offer. It works because even if you don’t know this app, it quickly establishes a trust factor (“over 500,000 5-star reviews”). The post then draws you in with an attractive offer.

• The primary call to action is clear and direct: “Get up to 60% off!”
• They use the “Get Offer” CTA button to instill a sense of gratification in the audience
• Including the action word “join” + the number of reviews in the same sentence is a way to evoke the feeling of belonging to a community

4. Hootsuite

Hootsuite keeps it brief and concise with a few very targeted CTAs.

• All the call to actions are focused at the bottom while benefits are at the top of the post
• The “Learn More” CTA button leaves any extra info for the landing page

Instagram Ad CTAs

Sure, “swipe up” is available on Instagram ads, but you can get more clever than that. Below are some creative call to action examples for your Insta campaigns.

5. Headspace

Headspace’s Instagram ad is the perfect example of a custom-made call to action. “Snuggle up to Headspace” evokes a cozy feeling in users and personalizes the brand. Words like “snuggle” fit into the category of sensory words .

• They (smartly) opt to draw attention to the custom-made CTA and leave the “Get 30% off” as a secondary CTA
• They use the CTA button “Subscribe” after that to make it clear how that snuggling up will happen
• Coupled with a sweet, serene image, the whole CTA experience feels more like a gentle nudge for meditation and less like an ad

6. Elementor

As an event-type ad, Elementor gets it right. It displays all the key information regarding the event (name, speakers, date, and time).

Why it works:

• The two most eye-catching elements on the ad are the headline and the call to action button. They both have the same contrasting colors that stand out against the dark background.
• Both call to action buttons (‘Save Your Seat’ and ‘Book now’) are very concise and direct
• The old-school flair of the ‘save’ icon next to the CTA button works well with the target audience (likely consisting of more technical people)

7. Nøie Skincare

You have probably seen call to action examples like this in the advertising strategy of ecommerce brands. The main goal is to sell. At the same time, the ad focuses on the experience instead of rushing to take the user to a web page. In this case, “Shop Now” is the type of CTA that is direct, yet, the ad copy does most of the selling.

• The emphasis is on the product experience, which makes having just one call to action sufficient
• “Shop Now” is direct and to the point. The prospective customers know where they will be taken from the post

8. VAI Course

Esther Inman’s VAI Course ad keeps it fresh with the colors and a simple call to action button.

• The CTA text on the ad itself boasts about its main USP: the user gets a remote job pack every Friday
• The “See More” call to action button leaves the audience at ease knowing that they can still learn more about the product before signing up

Email conversion rates can soar as high as 15% . Take a look at the following email call to action examples from some brands who are doing it right.

9. Black Illustrations

Design agency, Black Illustrations prefers to use multiple CTAs in their email marketing. You can run your own test on this strategy, but it makes sense to include a few secondary call to action buttons if you have a relatively long email. Black Illustrations also adds a hyperlinked CTA to further help guide users to take action.

• Multiple CTA buttons (and hyperlinks) in a long email can increase your conversion rates.
• “Free with a subscription” stands out and keeps the main message clear for the user
• The color choice for the button works well with the brand yet still stands out

10. Audiense

The audience analysis tool, Audiense, prefers the long CTA route in their email marketing. Phrases like “show me…” or “take me to…” create a clear value proposition and helps the user feel in control.

• Using multiple words and first-person phrasing in your call to action could increase your relatability and CTR
• Users get a better sense of the type of page that awaits them after clicking
• When using a long-form CTA, you get to test a wider variety of versions

Landing page CTAs

Landing pages are great subjects to run a CTA test or two on. Below are some great call to action examples for your next campaign.

11. Tim Ferriss

Tim Ferriss’s email sign-up landing page is as minimalistic as it gets. No top menu, no links, or other distracting web components.

• The distraction-free page keeps the focus on the main CTA: to sign up for the newsletter
• The black headline and black CTA button provide a striking contrast to the white background
• “Get access” is a great call to action to use if you want to establish the feeling of receiving exclusive content in the user

Joy is a Canadian company that offers a razor subscription service for women. Their landing page is concise and fits all information to the visible area. The CTA button stands out as it’s the darkest element on the page.

• The contrasting color of the button helps users easily navigate to the next step
• The CTA copy itself follows ecommerce best practices: “add to cart” is an easy-to-recognize button in the industry
• The small-cap lettering (which fits the brand) lends a unique look to an otherwise highly used CTA

13. Leadfeeder

Leadfeeder’s own lead-generation landing page is simple with a clear value proposition. On the left, you get a summary of the ebook. On the right, you will need to provide some basic info and then click “Get the Guide” to submit your request.

• The CTA button is the only green item on the page
• “Get the Guide” engages the users with a clear offer

Website CTAs

Your landing pages may be the focus of your ad strategy. Still, it’s necessary to create a homepage with just as much converting power. Meet a few thought-out CTA examples below for your website!

14. Touchland

Touchland is here to sanitize your hands without making a mess. The “checklist” on the left (keys, wallet, phone, touchland) is cheeky. It’s a clever storytelling technique to place visitors into a familiar scenario while introducing the product.

• “Get yours” implies that a lot of people already have one – you will only fit in if you get yours
• The transparent call to action button gives the website an airy feel to it, which is on track for a business that sells a mist

With COVID-19 restrictions coming and going, travel sites like Airbnb have to develop ways to stay top of mind. They achieve this by featuring a wishlist of outdoor spaces and a dreamy illustration on their website.

• “Get inspired” is a soft CTA that invites the user to explore ideas for future travel (and remarketing)
• The call to action button itself stands out against the pastel-colored background

16. Smartlook

Smartlook is a user behavior analysis tool. They closely follow website best practices by placing a “hero” section above the fold (tagline+description+CTA). The main goal of the site is to prompt visitors to sign up for a free trial.

• The colorful call to action button provides a stark contrast against the grey and blue background – an immediate eye-catcher
• Using red and yellow colors on the button evokes a mixture of excitement and optimism in hesitant visitors
• The copy on the button says “Create free account” and the supporting text underneath is “No credit card required.” Both copies aim to overcome the subconscious objections of prospective users (Will it cost me anything? Will they charge my credit card?)

17. Ecom World

Ecom World is the website for “The World’s Largest Ecommerce Event.” They placed all of the most important info above the fold: what+when+where+the CTA.

• The call to action button coordinates well with the rest of the design elements. Throughout the site, the most crucial info tends to be highlighted in black.
• Multiple CTAs could increase conversions . Here, the “Buy Tickets” CTA appears three times above the fold alone (main navigation, in the hero, and in the sticky nanobar)

CTA buttons: Why they matter & how to use them

You can — and should — use CTAs on all types of marketing materials and on every platform you’re marketing on. This includes PPC ads of course, but it also includes landing pages, websites, blogs, newsletters, emails, and more. Sometimes, this means that you just need to stick to a plain-text CTA that’s possibly hyperlinked.

In plenty of cases, though, there’s a good chance that you would benefit significantly from clickable CTA buttons.

That’s why even Facebook has short, clickable CTA buttons that you can add to every ad campaign, and why you’ll see so many landing pages with bright “Sign Up Now!” text in a big yellow button. Clickable CTA buttons specifically have been proven many times over to increase conversion rates significantly. One study found that adding a CTA button to their article templates increased conversions by 83%, and it boosted ecommerce conversions by 22%.  Copyblogger found something similar; when their CTAs looked like buttons instead of plain text, they saw a conversion rate increase of 45% .

Let’s take a look at a few best practices for CTA buttons and how to use them in ads and on your site (including site pages, landing pages, and even your blog.

Facebook Ads

You know we had to start with Facebook Ads!

For a few years now, Facebook has had clickable CTA buttons built into the native interface. Button options include “Shop Now,” “Learn More,” “Download,” “Send Message,” and more. The idea is that you can use these CTA buttons to reinforce your ads, increasing the likelihood of conversion.

You should absolutely always include a CTA button on your ad campaigns in addition to using a CTA in the headline and/or description copy, too. Users intuitively are more likely to click when they see that button prompting them to take action without even realizing it.

Remember to tailor your CTA based on the ad that you’re running and the stage of the funnel that you’re targeting. Opting for “learn more” for users earlier in the funnel can feel lower-risk and less pressure than starting with a “Shop Now,” but this depends on the ad and the audience.

And if you’re wondering if these CTAs matter, know that they most definitely do. AdEspresso recently ran a $1000 experiment testing different types of CTA buttons on Facebook Ads to see what was most successful – and the result was astounding.

Overall, the top performer (Download) gained 49 conversions for $5.10 each, while the worst performing CTA (no button at all) achieved only 20 conversions at $12.50.

This means that you can end up paying more than twice as much for a conversion depending on the CTA you choose – something we would have never figured out without split testing.

We recommend testing out your CTA buttons using our internal split test engine to see which your audience responds to. This will allow you to test every possible combination of CTAs, and allow you to easily determine which is giving you the most conversions for the cheapest price.

 AdEspresso can even automatically pause your underperforming combinations using our Automatic Optimization feature , taking the guesswork out of campaign management altogether.

Your Website & Landing Pages

It’s always a good idea to use clickable CTA buttons to help users navigate through your site and to take certain actions. This is important both for your general website and your landing pages, too.

You can use these buttons to prioritize certain actions or to take users through typical paths that users follow when they’re most likely to convert. (On my site, for example, Google Analytics has shown that people who visit my portfolio page first are 6x more likely to get in touch with me than those who just view my contact page first.)

On landing pages and the home page of your website, you’ll want to make sure that the CTA button meets the following criteria:

• It uses contrasting colors to jump out at the user.
• It’s clearly a clickable button designed to improve navigation.
• It utilizes brief copy on the button itself but is often surrounded by copy that adds context and makes it more persuasive (like the example above).
• It should appear above the fold on the page, meaning that users can see at least one CTA button before they’d need to scroll down to see more information on the page. Make sure you take this into account on both desktop and mobile sites.

When you’re creating landing pages and site pages, remember to test them. Most people don’t realize that you can test site pages just like you would PPC campaigns when you’re using tools like Unbounce . Test different types of CTA copy, different placements, or even different colored buttons. Look for what works best, and optimize your pages accordingly. You can learn more about how to do this by checking out our $1000 case study here .

Save Save Save Save

You may also like reading:

• Social Commerce 101: How to Make Money Selling on Social
• 63 Instagram Caption Examples for 2023 (And How to Write Your Own)
• 15 Fresh Facebook Ad Examples to Inspire Your Next Campaign [2022]
• How to Create a Facebook Business Page (The Easy Way)

February 21, 2018 at 9:03 pm

March 14, 2018 at 1:14 am

What a list! Huge! Thanks for sharing such an incredible list. Either way, keep doing good work!

July 10, 2018 at 2:14 pm

My name is Kevin and I am a Senior Project Manager at IdeaPros, a company that turns ideas into real life businesses – similar to an incubator. Our team consists of experienced professionals, which have the capacity to turn any idea into a successful business. There is one aspect that we are lacking, which is the copywriting and compelling call to actions for landing pages/websites. We need someone that has experience in creating compelling call to actions and copywriting in order to intrigue customers/visitors to purchase a product.

Our company has over 120 clients, which is growing everyday. We are a high-caliber company with constantly growing client list.

We are looking for a marketing professional to refine the copy and call to actions on the websites that we make. From describing the product to creating simple sentences, we need someone to produce this content. There will be numerous projects a week and the work will never end, hence we will negotiate a price that is fair for the long run. Please let me know.

Warm Regards, Kevin Nguyen IdeaPros | Senior Project Manager [email protected]

July 11, 2018 at 11:18 am

Hey Kevin, I think this FREE webinar can be very helpful More Than Words: How To Write the Perfect Facebook Ads Copy It will go live on Tuesday, July 17th, at 10 am (PST). Mark it on your calendar and reserve your spot now by clicking here !

August 9, 2018 at 9:38 pm

Great!! nice to read!! thanks for sharing it Dth Button Bits Exporters

September 15, 2018 at 4:01 am

The information you’ve got shared is extremely attention-grabbing. this may extremely useful for users. Thanks for sharing such a meaty weblog

November 15, 2018 at 9:33 am

Very informative article with good reference. Very useful and informative for front end designers. Keep up the good work.

October 10, 2021 at 2:53 am

Can we have updated version of this article. Web has changed a lot since this was published first. Thanks

November 29, 2018 at 10:44 am

Thanks much, practical suggestions.

December 15, 2018 at 10:28 am

Thanks for the nice article, Ana. Just wondering whether the rules are sort of persisting or a fashion thing. If everyone is doing it the same way, won’t readers get fed up with it and resist the CTA? By the way, Happy New Year!

December 29, 2018 at 3:42 pm

Excellent article! Thanks for sharing exceptional value-added content.

January 8, 2019 at 1:33 am

thanks to sharing this very good article about call to action good examples ..good job

January 8, 2019 at 1:35 am

the wonderful information call to action thank you so much great job thank you

January 16, 2019 at 8:01 am

Thanks for sharing!

January 17, 2019 at 7:29 am

Hi Buddy, thanks for the nice and informational post… Loved it!

February 3, 2019 at 7:29 am

Thank you for sharing this valuable information which is easy to implement.

March 2, 2019 at 4:17 am

Excellent information

April 9, 2019 at 11:45 pm

great post on CTA

April 11, 2019 at 11:53 pm

These CTA examples are very useful.

April 15, 2019 at 10:45 am

Very informative & keep sharing, You are a student and don’t know how to earn? So don’t worry Now, you can Make Money As A Student easily.

April 17, 2019 at 10:09 am

Loved your article!!! Very detail explanation, thanks for sharing the information! I need to try it now 🙂

April 20, 2019 at 4:31 am

I am continually browsing online for ideas that can help me. Thank you! http://rahuldigital.org

April 21, 2019 at 10:48 pm

Nice information. Thanks

April 30, 2019 at 4:41 am

Amazing article – it is good to know, that other websites also name small details as the most crucial ones. We can see, that every step requires personalization, that is the reason why we created unique CTA phrases generator – http://www.ctagenerator.com

July 4, 2019 at 1:36 am

Hey Ana, I want to thank you for shariing your knowledge with us. I really appreciate you for such a great post. You have provided lots of information in an easy and understandable way.

September 20, 2019 at 10:33 am

Thanks for sharing such awesome call to action examples just loved it. definitely going to try these example in our next campagin.

November 9, 2019 at 4:10 am

A call to action is an invitation for a user to take some desired action. You often see call to action examples in persuasive writing. Once a brand has made its case in a blog post or video, for instance, they’ll often include a call to action at the end.

November 30, 2019 at 6:53 am

One of the best uses of FOMO in your CTA is to mention a sale or promotion that your company is holding, and which won’t last forever. You probably get emails with this sort of messaging all the time, I know I sure do. I’m talking about messaging like “Shop today! Sale ends on Monday,” perhaps during a three-day weekend. Or even “buy now while supplies last!” during the holiday season. It’s tough to ignore a prompt like that, especially during a time-sensitive, under-the-gun type of situation (e.g. the Christmas season). Similar to provoking enthusiasm as we discussed earlier, provoking fear of missing out in your CTA is sure to get you some additional clicks.

December 21, 2019 at 2:00 am

Getting the balance of ‘you’ and ‘us’ is important everywhere else in your website (and emails!). (Re #37 above)

January 24, 2020 at 3:14 am

Great post always testing different CTA on both Facebook and Adwords to see what can improve CTR and Conversions. The examples above are highly useful to get me thinking more creatively.

March 7, 2020 at 12:53 pm

Do you have a preferred call-to-action, or perhaps one that surprised you with how well it did? What about one that you were hoping would perform well but ended up bombing? I’d love to hear about it, so feel free to sound off below!

May 20, 2020 at 6:02 pm

I used CRO based CTR label variations with button colors and it helped me to improve leads.

June 7, 2020 at 11:31 am

informative article, thanks for sharing this article.

June 11, 2020 at 10:02 pm

Nice post I learned a lot here thanks.

June 19, 2020 at 2:20 am

Thanks for sharing such awesome call to action examples. you have explained it very will. i have also written on same you can visit my website: Hestabit

July 24, 2020 at 9:01 pm

This list is just what I was looking for. I was in need of a CTA for my ad I was doing so this was timely. Thanks!

January 26, 2021 at 10:38 pm

Absolutely useful article, I’m crafting my first landing page and I so need it.

February 13, 2021 at 2:42 am

You have a very good list of CTA examples here. Thank for working hard to provide these example with great explanations.

May 16, 2021 at 12:51 am

Very much useful article, I have been using this, But in different industries it’s very much useful.

Thanks again.

May 18, 2021 at 6:36 am

Having the right CTA can make all the difference to your business’s bottom line.

May 18, 2021 at 8:23 am

CTAs have always been a weak spot, but this is super helpful. Thanks!

[…] Almost all of your marketing content should have a well-crafted call to actions meant to encourage action. https://adespresso.com/blog/call-to-action-examples/ […]

[…] Call to Action […]

[…] to https://adespresso.com/blog/call-to-action-examples/  you cant just have any call to action, it must be strong enough so people will be convinced enough […]

[…] put a cap on this, without a call to action on your visual content, you risk drawing zero leads to your brand. Your CTA must not be less than three words. Even more […]

[…] 31 Call To Action Examples (And How to Write the Perfect One) https://adespresso.com/blog/call-to-action-examples/ […]

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15 Examples of Irresistible Calls to Action to Use in Your Content Marketing

• Written By Chad Buleen
• Updated: November 16, 2023

If you’ve ever felt like you needed to poke your content with a stick just to see if it is still alive, then you probably haven’t been maximizing your calls to action. A solid call-to-action is the lifeblood of your content marketing efforts, but without magnifying the value of these CTAs, you’ll miss a lot of opportunities to move customers (and potential customers) into — and through — the marketing funnel.

The good news is that you don’t need to look far for great examples of irresistible calls to action to utilize in your marketing efforts.

Take a look at some of the best call-to-action examples from web pages, emails, videos and social media posts.

Website call-to-action examples:

Adidas proves there is no need to make things complicated. A trip to its homepage includes a featured shoe accompanied by the simple invitation to “Shop Now.” Keeping it simple for your shoppers is one effective way to help them accomplish whatever it is they are seeking to do on your site.

E*TRADE uses a mixture of a simple, yet explanatory opening paragraph and couples it with a simple call to action to explain to users what its service can do for users (help them make money), while simultaneously putting them at ease (“we help you”).

The combination of explanation and comfort helps set the stage for the simple “Open an account” call to action button that immediately follows.

3. American Red Cross

The juxtaposition of content on the American Red Cross website is a prime example of effective packaging around a call-to-action. First of all, the headline prepares and empowers users. The body text then provides additional context and information.

This all culminates in the displaying of the prominent and easy-to-find “Donate Now” button. All three features work with one another to create a stellar CTA .

You already know Apple is all about simplicity. This extends from its products to its marketing efforts as well. The company could be tempted to have dozens of CTAs on its homepage. Instead, it opted for two.

First, “Learn more” helps educate and encourage potential consumers in their decision to buy an iPhone. Secondly, Apple understands many people already have their minds made up and they simply want to buy — so it gives consumers an easy way to do so.

The fact that the iPhone image is dominant and intriguing helps lead users’ eyes to the center of the screen — where the two CTAs are obvious.

5. General Electric

GE’s homepage is unique given that its prime call-to-action is an invitation to search. Most brands have a search functionality on their website but rarely does a brand embrace its search in its design the way GE does in this example. It is clear in this design that GE is investing in its search CTA as a prime way to educate, inform and influence customers and others.

Email call-to-action examples:

1. southwest.

This email from Southwest uses design elements to draw your eyes to the strong call to action. The header text makes it clear how far away the date is in which you can book your next trip and the body text (and the accompanying image) is a subtle nod that this time frame is right around spring break. The bold yellow box with the call to “Book now” CTA caps off the email.

2. LendingTree

Sometimes you need to fight the urge to do too much. This email from LendingTree is a great example of less being more. There is no imagery. The design is very simple. There is only one button. A “designer” might want to do more, but in this case, there really is no need.

3. The New York Times

This short and simple email from The New York Times speaks about “the problem” it is trying to solve for those who receive it. Additionally, there is a sense of urgency (e.g. “ends tomorrow”) listed in the text that encourages the user to take an action. The pink font and button stand out from the tan background, making it easy for the user to see what the call to action is.

Typically, inserting too many calls to action in an email can be confusing for recipients, but in this case, Xfinity has minimized the possibility for confusion by ensuring that both calls to action on the screen link to the same deal.

Rather than confusing users, this tactic simply raises the likelihood that a user will get to the destination link. Like all good things, utilizing multiple CTAs that link to the same page should be done in moderation.

Though the call-to-action button at the bottom of this email doesn’t look special, it is the wording of the CTA — paired with the overall goal of the email — that makes this an irresistible call to action. Redbox is clearly encouraging people to stream more content rather than rent physical DVDs.

By promising a free DVD rental at the top for those who stream a movie, then including the “Stream Now” button, the top and bottom of the email work together to invite users to try out streaming.

Video call-to-action examples:

1. dude perfect.

If you aren’t utilizing the tools that YouTube provides to you, you are missing out on some easy wins and call-to-action opportunities. In this example from Dude Perfect, the quintet throws in a link at the conclusion of its video to direct subscribers to the sponsor’s web site.

However, even more than that, they include a hard-to-miss “Click here . . .” call-to-action to make sure users see it.

2. Mark Rober

The CTA in your video doesn’t always technically need to be part of your video. Take for example this video from Mark Rober. Once he starts to direct people to his sponsor’s website, not only does he make the URL very obvious on the screen — but he also directs subscribers to the link in the video description.

3. Squarespace

Squarespace makes its invitation to consumers clear again and again throughout the course of this 60-second video — create. Once the company has made it clear that it can help its users create whatever they need to create for their businesses, it drives the message home with a voice and text CTA of “Create your own space at Squarespace.com” as the video concludes.

Social media call-to-action examples:

In this ad, Spotify made sure to not do more than made sense given the platform where it was published. Instagram Stories are meant to be light, simple and easy-to-consume. With that in mind, Spotify developed this visually compelling ad that utilizes Instagram’s “Install Now” link at the bottom of the screen. This CTA — paired with the bold, welcoming statement at the top — makes this ad a great example of an Instagram story ad .

2. Shutterstock

Shutterstock is one of many organizations that has utilized Facebook’s call-to-action button on sponsored posts on the platform. Brands who advertise with Facebook can add the “Learn More” button on sponsored posts to take users directly to a web page that further promotes the product or service being advertised.

Like the Instagram example above, this is another case in which advertisers need to utilize the tools social platforms give them rather than trying to think too far outside the box.

Are your CTAs converting?

If not, it might be time to recalibrate your content strategy. Creating an irresistible CTA can be the difference maker in your conversion rate. Whether you’re looking to punch up a few CTAs or overhaul your entire content creation to drive conversions, ClearVoice has you covered. Talk to a specialist today to learn how we can skyrocket your success.

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5 Copy-and-Paste Calls to Action You Can (and Should) Use in Your Emails

You’ve probably heard the advice that every single email you send should include a clear call to action for the recipient. It makes sense—if there’s nothing you need them to actually do with that email, should you really be sending it?

However, being explicit about what you need can also feel a little counterintuitive. We don’t want to seem like steamrollers, so we send messages that are so politely vague, they end up being completely unclear. The recipient gets all the way to the end and thinks, “Uhhh, OK… Now what?”

Guilty as charged? You aren’t alone—which is why I’ve pulled together these simple call-to-action templates that you can copy, paste, and use in your own emails .

Some Call to Action Do’s and Don’ts

Before we get to the templates, let’s cover a few best practices you should keep in mind when using calls to action in your emails.

This first one you could probably see coming: Don’t be too general. Get specific about exactly what you need from that other person.

Sending an email with an 80-page report attached and a blanket request like, “Hey, can you look at this?” will only overwhelm your recipient—which means you probably aren’t going to get a response .

Instead, asking something like, “Could you take a look at pages 18-24 and let me know if you have any changes by Wednesday?” provides clear and helpful direction.

Next, do include a deadline with your call to action. I get it—that makes you feel pushy. But, you probably know how irritating it is when somebody sends you something to do with no indication of when they need it by. Eliminate any confusion right off the bat by making your timeline clear.

Finally, don’t forget to say “thank you” right after your call to action. Yes, you can be straightforward and gracious at the same time, and doing so will also help to ease any of your own nerves about being so upfront about what you need.

Got it? Great! Let’s get into the calls to action you can copy and paste in some common email scenarios.

Call to Action #1 When You Need a Question Answered

The Template: Can you let me know [your question]? I need an answer by [deadline] in order to [reason/result]. Thanks!

The Example: Can you let me know if the client has responded with feedback yet? I need an answer by Friday in order to wrap up this deal. Thanks!

Call to Action #2 When You Need Feedback on Something

The Template: Please pass along your feedback on [what you need feedback on] via [where they should provide their feedback] no later than [deadline]. Thanks so much!

The Example: Please pass along your feedback on slides 10-20 of this presentation using the Google Doc I linked to in this email no later than close of business on November 30. Thanks so much!

Call to Action #3 When You Need to Confirm a Meeting

The Template: Can we meet on [date] at [time] to discuss [topic]? Please let me know by [date] if that works for you. Thank you!

The Example: Can we meet on Thursday at 10 AM to discuss the website redesign? Please let me know by tomorrow if that works for you. Thank you!

Call to Action #4 When You’re Sending Along an Update or Resource

The Template: Please review [what you’re sending] before [date or event] and feel free to get in touch with me directly with any questions. Thanks so much!

The Example: Please review the attached report highlighting this month’s traffic numbers before our team meeting and feel free to get in touch with me directly with any questions. Thanks so much!

Call to Action #5 When You Just Need a Response

The Template: Please reply to this email with [what you need] by [date]. If I don’t hear from you by then, I will [what you’ll do]. Thanks!

The Example: Please reply to this email with your RSVP by Tuesday. If I don’t hear from you by then, I will assume you’re not attending the luncheon. Thanks!

I know how weird it can seem to be so explicit about what you need in your email. But, seriously, don’t panic.

Remember that this level of clarity is actually helping the recipient. You’re saving them the steps and added work of having to track down what you need them to do. And even though it feels overly assertive, I promise that most people are going to appreciate (and maybe even learn from!) the fact that you’re being so direct and transparent.

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What Is a Call to Action?

Definition & Examples of Calls to Action

Mindy Lilyquist is an experienced marketing professional. She is the founder and creative director of Epiphany Marketing Management, serving small businesses since 2007.

Mark Atkinson / Getty Images

A call to action (CTA) is a statement designed to get an immediate response from the person reading or hearing it. If you find that your leads and prospects aren't taking the next step in your sales process—whether that's buying or simply requesting more information—the problem could be a faulty or non-existent call to action.

Learn more about calls to actions, their role in sales, and how they can benefit businesses of all types.

Calls to action are used in business as part of a marketing strategy to get your  target market  to respond by taking action. It's generally used at the end, or sometimes throughout a sales pitch, to let potential clients and customers know what to do next if they're interested in what you offer.

It seems obvious to let people know the next step in doing business with you, but the truth is, many new business owners don't have calls to action in their marketing and sales pitches. This is usually for one of two reasons:

• A belief that the  prospect  already knows what to do if they're interested in buying or learning more
• Concerns that calls to action are obnoxious and will annoy the potential customer

Whatever the reason, leaving calls to action out of your marketing materials can mean losing prospects and money. They are essential in directing a prospect to the next step of the sales funnel or process. Don't assume people know what to do when they read your ad or marketing materials. You'll get greater results by being clear about what the prospect needs to do next.

• Acronym: CTA

Every time you're in front of your lead or prospect, ask them to take the next step, whether that's to read more, give feedback, sign up, or buy.

How Calls to Action Work

The most obvious use for a call to action is in sales, such as "Buy Now!" However, the sales process isn't the only place a call to action can be helpful. If you have a high-priced item or service, in which it can take time to encourage someone to buy, a call to action that acts as a road map toward sales can be helpful. For example, you might say, "Call now for a free estimate."

A call to action can be used to build your email list ("Sign up for a free report now."), increase your social media following ("Get more tips and coupons by following us on Facebook!"), keep readers on your site ("Click here to read more about..."), and much more. Call to action phrases use action verbs, such as:

• Click here for

Make sure each page of your website, each sales conversation, and every piece of printed material contains a clearly defined and easily identifiable call to action. If you're a blogger, have a call to action at the end of your blog post to read another related article, check out your product or an affiliate product, or sign up for your email list. One useful technique to get people to take action immediately is to add a sense of urgency and a fear of missing out. For example:

• Offer expires on Halloween
• Limited time offer
• Act now before supplies run out
• Respond before July 30 to enroll at this special price

Test out various CTA options, switch them out one a time, and then check to see if one leads to more responses and sales than another.

Benefits of Calls to Action

Calls to action are essential for any business looking to convert prospects into customers and clients. As a business, you can never assume prospects will follow the sales path you predict or want them to take. Having a call to action helps guide the prospect through the sales funnel and enhances their user experiences by being direct and telling them what you want them to do.

Key Takeaways

• A call to action is a statement designed to get an immediate response from the person reading or hearing it.
• Calls to action use action verbs.
• CTAs help improve user experience and move them through the sales funnel.
• They are essential in turning prospects into clients and customers.

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Blog Beginner Guides What is an Action Plan & How to Write One [With Examples]

What is an Action Plan & How to Write One [With Examples]

Written by: Danesh Ramuthi Oct 26, 2023

An action plan is a meticulously structured strategy that pinpoints specific steps, tasks and resources vital to turning a goal into reality. It is extremely useful in any project management. 

Crafting an action plan is like plotting a route for a cross-country journey. It’s the strategic map that outlines every step, decision and pitstop needed to reach your ultimate destination.

With a well-thought-out action plan, you’re not just shooting in the dark; you’re making informed, purposeful strides towards your goals. Dive deep with our guide and witness real-world examples that will inspire and guide you.

Need a tool to kickstart your planning? Try out the Venngage business plan maker and explore their extensive collection of action plan templates .

Click to jump ahead: 

What is the purpose of an action plan?

When to develop an action plan, 7 components of a actions plan, 15 action plan examples.

• How to Write an action plan?

Final thoughts

An action plan serves as a strategic tool designed to outline specific steps, tasks and goals necessary to achieve a particular objective.

Its primary purpose is to provide a clear roadmap and direction for individuals, teams or organizations to follow in order to efficiently and effectively accomplish their goals. 

Action plans break down complex projects into manageable, actionable components, making it easier to track progress and stay on course.

Moreover, action plans play a crucial role in fostering accountability and coordination among team members. By assigning responsibilities and deadlines for each task or milestone, they ensure that everyone involved is aware of their roles and the overall timeline, reducing confusion and enhancing teamwork. 

Additionally, action plans help in resource allocation, budgeting and risk management by enabling stakeholders to identify potential challenges and plan for contingencies. 

Overall, the purpose of an action plan is to transform abstract goals into concrete actions, making them more achievable and measurable while ensuring that the resources and efforts are aligned with the desired outcomes.

Developing an action plan is crucial when you’re looking to achieve a specific goal or outcome. Here are instances when you should consider developing an action plan:

• Start of an organization : Ideally, an action plan should be developed within the first six months to one year of the start of an organization. This initial plan lays the groundwork for the future direction and growth of the entity.
• Project initiation : At the start of any project, an action plan helps to clearly define the tasks, responsibilities, and timelines.
• Goal setting : Whenever you or your organization sets a new goal. Action plans transform these goals from abstract ideas into concrete steps.
• Strategic planning : For long-term visions and missions, action plans break down the journey into manageable pieces, each with its timeline and responsible parties.
• Performance improvement : If there are areas where performance is lacking, whether it’s personal or organizational, an action plan can outline the steps needed to elevate performance.

An action plan is a detailed outline that breaks down the steps necessary to achieve a specific goal. Here are the typical components of an action plan.

1. Objective or Goal

The cornerstone of your action plan is the objective or goal. This should be a clear and concise statement outlining the desired outcome or result. Having a well-defined objective provides a direction and purpose to the entire plan, ensuring all tasks and actions are aligned towards achieving this singular aim.

2. Tasks or Actions

Once the objective is set, the next step is to list down the specific tasks or actions required to achieve this goal. These tasks should be broken down into detailed steps, ensuring no essential activity is overlooked. The granularity of these tasks can vary based on the complexity of the goal.

3. Set deadline

For each task or action, set a realistic and achievable deadline. This timeline ensures that the plan stays on track and that momentum is maintained throughout the execution. It also allows for monitoring progress and identifying potential delays early.

4. Resources needed to complete the project

It’s crucial to recognize and list the resources you’ll need to complete the tasks. This can encompass financial resources, human resources, equipment, technological tool, marketing planning software or any other assets. Identifying these early ensures that there are no bottlenecks during execution due to a lack of necessary resources.

5. Person responsible

Assign a person or a team for each task. This designation ensures accountability and clarity. When individuals are aware of their responsibilities, it reduces overlap, confusion and ensures that every task has someone overseeing its completion.

6. Potential barriers or challenges

Every plan will face challenges. By anticipating potential barriers or obstacles, you can be better prepared to address them. This proactive approach ensures smoother execution and less reactionary problem-solving.

7. Measurement of key performance indicators (KPIs)

Determine how you’ll measure the success of each task or the plan overall. KPIs are tangible metrics that allow you to gauge progress and determine whether you’re moving closer to your goals and objectives. They offer a quantifiable means to evaluate success.

Action plans serve as blueprints, guiding the steps and resources needed to achieve a specific goal. 

They come in various formats, tailored to different scenarios and objectives. Here, we present a range of action plan examples that cater to diverse purposes and situations. 

From business strategies to simple task lists, these examples illustrate the versatility and importance of well-structured planning.

Business action plan example

A business action plan is essentially a strategy roadmap, meticulously tailored for realizing broader business objectives. By crafting a solid action plan, businesses can channel their resources, manpower and strategies in a direction that harmonizes with their larger vision.

Key to this plan is the identification and alignment of steps that resonate with the company’s comprehensive strategy, ambitions of growth and aspirations for operational enhancements. 

While this might entail a myriad of specific steps based on unique business goals, some common elements include setting clear key performance indicators (KPIs), undertaking a thorough SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to grasp the current business landscape and establishing a timeline to keep track of progress.

Furthermore, allocating responsibilities to team members or individuals ensures that every aspect of the strategy has a dedicated focus. Budgeting, essential to the success of the action plan, ensures that every initiative is financially viable and sustainable. 

Regular reviews and iterations based on feedback and changing market dynamics keep the action plan agile and relevant.

Related: 5 Steps to Create an Actionable Employee Development Plan [with Templates & Examples]

Company action plan example

A comprehensive company action plan serves as the strategic linchpin, ensuring a coherent and coordinated approach to realizing organizational goals. Central to this plan is the incorporation of rigorous market research and analysis, which provides insights into consumer behaviors, market trends and potential opportunities. 

Equally vital is the focus on product development and procurement, ensuring that the offerings align with market demands and stand out in terms of quality and relevance. 

Alongside, adept legal and financial management safeguards the company’s interests, ensuring compliance with regulations and prudent fiscal oversight.

Moreover, the essence of any successful company action plan lies in its sales and marketing strategies. These define how the products or services are positioned and promoted in the market, ensuring visibility and engagement with the target audience. 

However, while acquisition is crucial, retention plays an equally significant role. Hence, impeccable customer service and nurturing relationships become indispensable components, fostering loyalty and ensuring that clients remain ambassadors for the brand long after the initial transaction.

Related: 30+ Project Plan Examples to Visualize Your Strategy (2023)

Sales action plan example

A well-structured sales action plan serves as the backbone for systematic and efficient progress. Central to this plan is the identification and utilization of the most effective sales channels, whether they are direct, online or through third-party avenues. 

Clarity on the products and services on offer, combined with their unique selling propositions, facilitates tailored and resonant sales pitches. 

Budget considerations ensure that resources are judiciously allocated, balancing the act between expenditures and potential returns. This financial prudence is complemented by setting realistic sales projections, which act as both a motivational target and a yardstick for success.

Timelines, or proposed deadlines, infuse the process with a sense of urgency, ensuring that the momentum of the sales drive is maintained. 

However, the true measure of the action plan’s efficacy lies in its key performance indicators (KPIs). These metrics, be it lead conversion rates or customer retention figures, serve as tangible markers, highlighting the plan’s strengths and signaling areas that might require recalibration to increase sales.

Corrective action plan example

The essence of a corrective action plan lies in its meticulous structure, tailored to address and rectify deviations or inefficiencies identified within an organization. At its core, each action item serves as a focal point, detailing specific areas or processes that require intervention. 

Accompanying each action item is a clear description that provides a comprehensive understanding of the issue at hand. 

However, merely identifying a problem isn’t enough; delving deep into its origins through root cause analysis ensures that solutions target the fundamental issues, rather than just addressing superficial symptoms. 

This analysis then paves the way for defining the corrective action, a tangible step or series of steps designed to mitigate the identified problem and prevent its recurrence.

Besides, to ensure the plan’s effectiveness, assigning a responsible person to each action item is paramount. This individual or team is entrusted with the task’s execution, ensuring accountability and focus. 

The status of each action keeps stakeholders informed about the progress, be it in the planning phase, ongoing, or completed. 

Lastly, setting a due date for each corrective action introduces a sense of urgency and purpose, ensuring that issues are addressed in a timely manner, minimizing disruptions and maximizing operational efficiency.

Simple action plan example

A simple action plan strips away the layers of complexity, offering a concise and direct approach to achieving a goal or addressing an issue. This type of plan is characterized by its straightforward structure, devoid of extraneous details, yet powerfully effective in its clarity. 

It is specifically designed for tasks or objectives that don’t necessitate elaborate strategies or multi-layered approaches.

The core components of a simple action plan usually include a clear statement of the task or objective at hand, followed by a sequence of actions or steps to be taken. 

Each step is described succinctly, ensuring that anyone involved has a clear understanding of what is expected. Responsibilities are defined clearly, with each task allocated to an individual or a team, ensuring accountability. Timelines might be integrated, providing a clear framework for completion, even if they’re just broad milestones. 

Regular check-ins or assessments, although minimal, might be incorporated to monitor progress. 

The beauty of a simple action plan lies in its agility and adaptability, making it particularly suited for individual projects, short-term tasks or situations where a rapid response is required.

How to write an action plan?

Creating an effective action plan is a foundational step towards turning aspirations into tangible results. It provides a clear roadmap, ensuring that each step taken aligns with the overall objective.

Whether you’re aiming to enhance a business process or achieve a personal goal, a well-drafted action plan can be your guiding light. Here’s key steps on how you can craft one:

• Step 1: Establish SMART goals: Initiating with a goal that is specific, measurable, achievable, relevant and time-bound ensures you have a clear and focused endpoint in sight. Smart goals serves as the cornerstone for your entire strategic blueprint.
• Step 2: Determine necessary tasks: Decompose your overarching objective into smaller, actionable tasks. This modular approach not only makes the mission less daunting but also provides a sequential pathway to goal attainment.
• Step 3: Assign essential resources: Depending on the tasks at hand, designate necessary resources, be they human, financial or technological. This ensures that every activity has the backing it needs for successful execution.
• Step 4: Prioritize tasks by importance: Not all tasks hold equal weight. Determine the hierarchy of tasks based on their impact on the goal and their time sensitivity. This allows for a systematic progression.
• Step 5: Outline timelines and key markers: With tasks in hand, set clear deadlines for each. Introduce milestones, which act as periodic check-ins, ensuring you’re on track and allowing for celebrations of smaller victories.
• Step 6: Oversee and modify your strategy blueprint: As you progress, there will invariably be learnings and challenges. Regularly review your plan to make necessary adjustments, ensuring its relevance and effectiveness.
• Step 7: Consider ready-to-use templates: If starting from scratch feels overwhelming, lean on structured templates to guide your planning. There’s plenty of business plan softwares and platforms such as  Venngage that offer a plethora of action plan templates , tailored to various needs, which can significantly streamline the process.

An action plan is more than just an action steps, it’s a strategic blueprint that bridges the gap between aspirations and realizations. 

Through this comprehensive guide, I’ve walked you through the purpose, ideal timings, core components, and practical examples of action plans across various domains. 

Leveraging tools of project management , you can track progress, assign tasks and ensure every team member stays on the same page. 

It’s not just about setting goals, but about strategically planning every step, ensuring tasks completed align with the larger project goals. 

Remember, success isn’t just about having goals but about charting the right course to achieve them

And if you’re looking to supercharge your planning efforts, don’t miss out on the Venngage business plan maker. 

Dive into their extensive collection of action plan templates and make your strategic planning both efficient and effective. 

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What is Your Call to Action? (And 3 Top Performing Examples)

One of the most important marketing strategies I help advisors create is a compelling call to action. When your target demographic is presented with your call to action, do they act? If not, your marketing is rotten at its core. So many advisors have amazing websites and content marketing, but they are wasting their opportunities without a call to action that converts.

The best marketing in the world cannot be effective if your call to action is ho-hum. Yet most advisors don’t have an offer that inspires action . The most common call to action for advisors is “call now,” “learn more,” or “join our newsletter.” If you are using one of these on your website, you know how unsuccessful it is.

If you do one thing for your marketing this year, create a call to action that inspires people to take the next step. It’s easy to tell when you have a call to action that’s working because prospects will take you up on your offer on a regular basis. The trick is finding a unique, valuable, and motivating offer for your target clients.

What Is a Call to Action?

A call to action (CTA) is marketing lingo for an offer that is designed to motivate action or make a sale. Traditionally, calls to action are offers like:

• Visit our store

For financial advisors, this usually translates into something like:

• Get your portfolio risk analysis
• Get your free financial review
• Learn more now

Join our newsletter

The problem with these calls to action is that they’re not specific to the audience, they don’t offer compelling value, and they put the burden on the buyer to do the work.

Creating a Great Call to Action

A better call to action offers valuable benefits to the specific buyer and is incredibly easy to complete. For example, one CTA on my website is “Click to schedule a free 15-minute phone call to get specific marketing recommendations for your advisory firm.” It takes less than 10 seconds for someone to complete, and it offers valuable benefits tailored to their business.

You may have several CTAs for your different services. For example, for my Search Engine Optimization (SEO) Package , we offer a free SEO Audit Report for your website that outlines everything you need to do to rank higher on Google. You could implement the recommendations on your own and gain tremendous value or you could hire us to do the work. It may be worthwhile to create CTAs for each of your major services.

In any case, a great call to action focuses on the benefits to the user. So many times I see advisors with calls to action that focus on their mission statement, their process, or their firm. Website visitors will only act if you are solving an urgent and painful problem for them. Focus on their most pressing concerns and offer an easy way for them to take the next step and sleep better tonight.

Examples of Great CTAs

The best CTAs are specific to a unique group, solve an urgent problem, and take less than one minute to complete. Here are three of my favorites from great advisors.

Can You Sell Your Business and Buy Financial Freedom?

One advisor, who serves business owners thinking about selling their companies, offers a short survey called “How Much Will Financial Freedom Cost You?”

In just six questions, potential clients find out what their annual cash flow needs are in retirement, what lump sum they’d need to support that cash flow, and whether they may be able to sell their existing business to buy that financial freedom.

For an overworked and burnt out business owner, the answer to that question is pretty compelling. What if financial freedom is closer than they think? Once business owners have self-qualified themselves as being able to sell their firm for enough to retire with the lifestyle they desire, they can work with the advisor to learn how he can help them sell their firm.

What Is the Cost of Your ADP Retirement Plan?

Two advisors in Georgia focus on helping ADP employees better invest their retirement accounts. The handful of investments within the retirement plan have high fees and low performance. The advisors have developed a quick survey where ADP employees can enter their holdings and find out how much they are paying in fees and how much they can save by getting access to better investments.

The same firm offers a free report on “How to Maximize Your ADP Benefits Package”. The report details the retirement savings plan, stock purchase plan, and health savings plan. Highly compensated executives will naturally find this report incredibly valuable and may schedule a phone call to review their specific questions.

How a CRNA S Corporation Can Reduce Your FICA Self-Employment Taxes

CRNA Financial Planning is one of my favorite firms because they’re laser-focused on who they serve and how they help. Their only clientele is Certified Registered Nurse Anesthetists (CRNAs), and if that’s not specific enough, they mainly work with CRNAs who own their own anesthesiology practice.

One of their top performing blog posts is “How a CRNA S Corporation Can Reduce Your FICA Self-Employment Taxes,” which was shared 29 times and viewed by 9,219 people on Facebook this month. The offer at the end is for a free 15-minute phone call to get specific recommendations for lowering taxes. Who wouldn’t want that? It’s a great example of a CTA that is specific, valuable, and easy to complete.

More Call-to-Action Tips

Of course, you’ll need to customize your call to action for your specific firm and services. Spend a few minutes thinking about your prospects, their most pressing concerns, and how they typically like to first engage with you (email, phone call, webinar).

Here are a few other examples of successful CTAs for advisors:

• Schedule your Social Security review phone call
• Get your impaired risk life insurance quote now
• Join us for our retirement planning webinar
• Schedule a 15-minute financial goal setting phone call
• Find out what you need to do when you turn 65
• Get a quote for your business 401(k) plan

Remember, the attributes that help your CTA convert are:

• Specificity
• Ease of completion

Tailor your CTA to a specific group of clients that you help, offer tremendous value for free, and aim for the action to take less than 60 seconds.

If you need help with your call to action—or anything (and everything) marketing related , you’ve come to the right place. Schedule a FREE strategy call with one of our marketing experts, and let’s see how we can boost your marketing starting NOW. 

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Celena Cavala

A storyteller at heart, Celena thrives on crafting strategies that help clients connect authentically with their audience. With over 10 years of experience in marketing management, she excels in helping clients tell their unique stories and reach the right people.

Celena studied ballet choreography in Florence, Italy, and the Danish language in Copenhagen. Originally from Nashville, TN, she has also lived in Florence, Paris, Dublin, and Copenhagen, making her fluent in Danish and Italian—though she rarely uses these languages in Nashville!

When she’s not crafting compelling marketing strategies, Celena enjoys spending time outdoors with her rescue pup, Ollie, and her boyfriend, chipping away at her fiction trilogy, and indulging in plant-based cuisine. Celena also loves visiting her mom, sister, and nieces, who all live nearby.

Hugo Fernandez

Leading the Indigo team with heart, Hugo Fernandez is passionate about helping our financial advisors attract a flood of their A+ clients with sustainable marketing campaigns. He enjoys running companies that are wildly successful and wearing a black t-shirt every day of his life. When his two favorite things come together, you have an average day at Indigo.

Hugo Fernandez is also CEO of Indigo’s partner company, Just Digital, and author of The Client Acquisition Blueprint. He has personally helped hundreds of entrepreneurs grow their business through his proven blueprint for creating an EPIC marketing strategy and online presence.

Kelli McLeod

Kelli McLeod plays an integral role at Indigo while overseeing the Account Services Team, providing customer service, getting financial advisors onboarded and in serving as their primary point of contact during that process. Her team looks to her for her leadership and decision-making abilities For Kelli, the most rewarding part of this role is working with clients one-on-one to ensure they’re happy and that their needs are met.

Kelli has a bachelor’s degree in communications and public relations from Pacific Lutheran University. More recently, she’s done extensive work in the corporate housing and property management industries.

Kelli currently lives in Colorado Springs, Colorado, with her husband, Ian, who is an officer in the U.S. Army, and their two sons, Zachary and Cameron. When she’s not working, you can find her running or hiking, attending group fitness classes, and cooking. Kelli’s also an avid book club enthusiast, so be sure to reach out to her if you’re looking for a new read.

Sara Dressler

DuPont, Washington

Sara Dressler manages all systems and operating processes while overseeing several departments. Sara is responsible for supervising many activities within Indigo and identifying areas of improvement to better meet company goals. She functions as the bridge connecting management to every department.

Sara has a bachelor’s degree in business administration and a minor in communications from Pacific Lutheran University. She leverages this degree, along with her years of experience as a virtual assistant, to keep our company running like a well-oiled machine. Sara is happiest when spending time with her family. Her three young boys and life as a military spouse keep her busy, but she wouldn’t trade it for the world. She lives an active lifestyle and loves working out, getting outside, and watching sports with her family (whether it’s on TV, at her kids’ games, or in the backyard).

Elizabeth Reider

Elizabeth Reider is a woman of many talents. She spent 10 years as a Chief Marketing Officer for a top-level independent financial advisor, and since her entry into financial services, she has networked and become friends with many advisors. Elizabeth admires their empathy, knowledge, and passion for their work, and has seen how independent advisors are more than professionals providing investment and planning advice; they are trusted confidants, life coaches, and guides. Over time, they become a part of their clients’ extended family—and she loves coming alongside that. (Check out this video to hear directly from Elizabeth about why she loves working with financial advisors.)

As Director of Marketing, Elizabeth helps get the word out about how partnering with Indigo can take an advisor’s marketing to the next level and beyond to grow their business and increase their productivity.

Elizabeth earned her bachelor’s degree in management information systems from the University of South Florida Muma College of Business. She also holds a life, health, and variable annuity license, which gives her a special understanding of the many products and services advisors offer. Originally from Clearwater, FL, Elizabeth loves to travel and has visited 12 countries, including extended visits to eSwatini, Africa, to visit family and assist with humanitarian relief programs. She has seen firsthand how independent financial advisors are providing advice to their clients that outpours into the lives of their own families, staff, community, and sometimes across the globe. When she’s not working, Elizabeth enjoys attending orchestral and theater productions with her husband, David, and taking their son, Julian, to art museums, as well as family evenings in the backyard playing baseball with her son and shih-tzu poodle, Wrigley. She is also an active participant in overseas humanitarian work—using her skills to make a difference in the lives of others.

Katie Cress

It’s Katie Cress’s mission to help financial advisors reach their ideal prospects through custom digital marketing. On any given day, you can find Katie meeting with new financial advisors to learn more about their marketing goals, who they love working with, and why they’re passionate about helping others. Her favorite part of her job is meeting new advisors every day and continuing to learn how each firm and individual advisor is different, and using her marketing and small business background to help them craft a game plan that empowers them to grow their business and enhance their services. Often described by loved ones as a “helper” and “caretaker,” Katie is passionate about advocating for her advisors’ needs and supporting her coworkers to help them succeed.

Katie holds an MBA from Xavier University and a BA in Economics from Ohio University. A Midwest girl for life, she lives in Cincinnati, Ohio, with her husband, Brandon (who’s also a marketing guru), and their three kids, Charli, Lucy, and Teddy. She and her husband also own Clean Eatz Cafe , where they use their collective marketing prowess and love of food to create a welcoming space for employees and hungry customers alike. Katie is passionate about and for small business owners, being raised by her father who was an entrepreneur, being one herself with her husband, and working with them every day at Indigo. She loves the spirit, creativity, and drive of entrepreneurs. When Katie’s not working or helping run the family business, she enjoys working out with her husband at Orange Theory, loving on her three kids, and cooking delicious food.

Lori Koepke

Lori Koepke plays a major role as a liaison between Indigo Marketing Agency and its wonderful clients. She works directly with our advisor clients on their marketing strategies, marketing calendars, article creation, editing processes, compliance approvals, deployment of their content, and more. Lori enjoys helping strategize and be a support to her clients, and loves the camaraderie among the Indigo team members.

Before joining the Indigo team, Lori was a schoolteacher for 10 years. She has a Master of Education and Bachelor of Arts in Elementary Education from Concordia University in Portland, OR. She was born and raised in Vancouver, B.C., and lived in Vancouver, WA, for 25 years before moving to Boise, Idaho, where she currently resides with her husband, Jeremy, and four wonderful kids, Sophie, Tanner, Jonas, and Violet. In her free time, you can find Lori reading, watching football, and driving her kids to all their activities.

Watch this video to hear why Lori loves working with Indigo.

Heidi Wilson

Alexandria, Virginia

Heidi Wilson thrives on helping advisors create an online voice and streamline their marketing efforts. With her mother being a retired financial advisor and her brother-in-law currently a CFP® professional, she’s passionate about taking the marketing pressure off of advisors so they are able to focus on their clients. She loves when advisors tell her something we did for them helped; it can be as simple as taking something off their very busy plate or helping them land a new client with one of the articles we wrote. With broad-based consumer and B2B marketing experience, Heidi is constantly thinking outside the box and brings a fresh perspective to the Indigo team.

Heidi holds a bachelor’s degree in public relations from Florida State University and hails from Tampa, Florida. Her husband, Chris, is in the U.S. Army, and as they are constantly moving, they take every opportunity to explore the new areas where they’re living. Some of their favorite places they’ve called home include Hawaii and New Orleans. Heidi is thankful for the opportunity to work remotely with Indigo, which allows her to take her job with her, no matter where the Army moves her family next.

Watch this video to hear why Heidi loves working with Indigo.

Jillian Segrue

Jillian Segrue acts as a liaison between clients and the Indigo team, using her 12 years of customer service experience in fields such as healthcare, financial services, and risk management to help hone their message and deploy it effectively and efficiently. Jillian enjoys building unique relationships with each of her clients as she uniquely helps them reach their ideal target audience.

Jillian has a bachelor’s degree in healthcare administration and a minor in business administration from SUNY Brockport. Originally from Rochester, NY, she currently lives in Columbus, GA, with her husband, Tim (an Army captain), daughter, Macie, son, Henry, and two cats. As a military spouse, Jillian appreciates the flexibility Indigo provides—allowing her to juggle motherhood and excelling in her career—and its unmatched positive, supportive, and uplifting company culture. In her free time, Jillian loves to read, shop, and go running outdoors (just not in the Georgia heat!).

Amanda Laskey

Amanda Laskey works with clients one-on-one to develop and implement marketing strategies that help spread the word about who they are and how they help. In her role, Amanda strives to deliver outstanding customer service to our clients. She is tech-savvy, an independent problem-solver, extremely organized, an excellent communicator, and thrives on helping others. She appreciates the ability to work remotely in a collaborative team environment while supporting her family.

Amanda holds a Bachelor of Arts in Education and a Master of Arts in Inclusive Education from Seton Hill University and has over 10 years of experience in secondary classroom teaching and over 3 years as an Executive Assistant. A proud Army spouse, Amanda resides in Pittsburgh, PA, with her husband, Brandon, their two sons, Jackson and Harrison, and their sheepadoodle, Waylon, and goldendoodle, Cash. Outside of work, Amanda enjoys spending time with her family, relaxing at the beach, traveling to new places, dessert, and all things Disney.

Beverly Anderson

Beverly Anderson is the go-to contact point for advisors to create a targeted and cohesive marketing strategy that is unique to their specific goals. She loves seeing her clients experience positive results from their marketing efforts, and as a world traveler, she appreciates the ability to work remotely and connect with clients from any country.

Beverly holds a Bachelor of Science in Business Administration from Oregon State University. In addition to traveling, she enjoys making music as a singer/songwriter and anything outdoors (she’s an avid snowboarder and rock climber). She and her partner have a rescue pup, Toro, a former street dog in Cabo, Mexico, before they adopted him. Beverly has three older sisters, with whom she is very close, and they all, along with her mother, live in the Portland area. Although she spent the first half of her childhood in Fountain Hills, Arizona, Beverly considers Portland to be home.

Watch this video to hear why Beverly loves working with Indigo.

Kasey Yhap’s commitment to her clients is the driving force behind her work. Her diverse educational background (a bachelor’s and master’s degree in vocal performance from the Peabody Conservatory of Music and a master’s degree in communications from Syracuse University) has equipped her with the unique skill set required for success. Kasey’s strong communication skills and creative mindset, combined with her passion for helping her clients, make her a valuable asset to the team.

In her free time, Kasey stays active and maintains a healthy lifestyle through yoga, CrossFit, and spending time outdoors. These hobbies complement her professional life by allowing her to recharge and bring new ideas to her work at Indigo.

Dan Corcoran

Dan Corcoran enjoys being on the front lines of financial advisor marketing, working directly with advisors to help them build a strong marketing plan to get their firm’s message out. Working remotely can be a challenge as talking to others, brainstorming, and sharing experiences recharges him; he maximizes touchpoints to connect with others to make every day at Indigo rewarding.

Dan holds a bachelor’s degree in journalism and mass communication from the University of Wisconsin-Madison. He enjoys drone photography and videography (he owns his own drone business, Forward Focus Photography), sports broadcasting (he was a hockey broadcaster for four years prior to COVID), spending time with family, camping/hiking, running, swimming, and road biking.

Originally from Sun Prairie, WI, Dan has three siblings, and prior to joining Indigo’s team, he worked for an RIA in Madison for two years.

Anne Wheeler

Anne Wheeler is responsible for a variety of administrative tasks as well as updating social media pages for clients. Anne enjoys the creative side of her position and the ability to collaborate with the team to help advisors get started with Indigo.

Anne holds a bachelor’s degree in communication from the University of Tennessee. Outside of work, she enjoys walking, baking, spending time with her husband, Rick (a structural engineer), and two sons, Thomas and Turner. Anne loves being a full-time mom, and appreciates that Indigo gives her the opportunity to work part-time while still caring for her boys.

Jennifer Farrior

Jennifer Farrior is Indigo’s go-to for all things proofreading and editing. Her attention to detail is unmatched, and she takes pride in making sure every article is clean and concise before it heads out to our financial advisors. She says, “Even a single typo can affect an advisor’s credibility, and we strive for perfection when it comes to how they’re presented online.” As Lead Writer, Jennifer trains and manages the team of writers, and also writes and collaborates with team members to create Indigo’s blog posts and promotional material.

Jennifer holds a bachelor’s degree in English from UCLA. In addition to her role at Indigo, she runs her own copy editing and proofreading business, She Proofreads LLC. Jennifer hails from San Diego, California, but now lives in Louisville, Kentucky, with her three kids, Joshua, Julia, and Joel, and goldendoodle, Dexter. She loves working at Indigo because it provides her with the income, flexibility, and the community she needs as a stay-at-home mom. Outside of work, you can find her spending time with her kids, friends, boyfriend, or working on a puzzle while watching Netflix.

Lisa Gaines

Lisa Gaines spends her work days uploading blog posts to our clients’ websites and LinkedIn profiles, drafting emails, and making adjustments to content as advisors request. Lisa has learned a lot as a long-time member of the Indigo family and has enjoyed seeing the processes evolve to become more streamlined and efficient over time. And she loves working with the amazing Indigo team! 

Lisa is a proud alum of Texas A&M University, where she received a Bachelor of Business Administration in Finance. As a military child, Lisa feels as though she grew up everywhere; however, she claims central Texas as home where most of her family is originally from. She currently lives in Fort Hood, Texas, with her husband, Korey (an active-duty Army officer), and two kids, Madelyne and Jameson. As a military family, Lisa moves quite a bit—often to areas where the job market is small. She loves that Indigo provides her with a steady job she can take with her wherever she goes. When she’s not working, Lisa enjoys dabbling in interior design, binging a good Netflix series, and spending time with friends and family.

Read more about why Lisa loves working with Indigo.

Sarah Robichaud

Sarah Robichaud uses her love of spreadsheets to create engaging content calendars for our clients’ social media pages. Sarah holds a bachelor’s degree in psychology from Salisbury University and a master’s degree in marriage and family counseling from Liberty University. In addition to her role at Indigo, Sarah volunteers as a virtual administrator for Army Wife Network, a nonprofit organization that aims to empower and educate military spouses through blogs, podcasts, and various other resources.

Born and raised in Maryland, Sarah currently lives in Rochester Hills, Michigan, with her husband, Andrew, two children, Emily and Logan, and two fur babies, Penny and Chewbacca. As a military spouse and mother, Sarah loves working for Indigo because of the flexibility it affords her, allowing her to continue to build her career while frequently relocating around the globe and working on her own schedule to accommodate a busy lifestyle. Sarah also loves Indigo’s supportive team atmosphere. Outside of work and volunteering, you can find Sarah enjoying time outdoors with her family, typically running, camping, or traveling. An avid traveler, she’s visited 16 countries and is always planning her family’s next great adventure.

Peter Wardenaar

As a natural problem-solver, Peter Wardenaar uses his skills to help financial advisors find new ways to grow their site traffic and attract more clients they love. Peter enjoys the dynamic nature of his role; the challenges are never the same as every situation is unique and requires a different approach. But don’t let Peter’s technical prowess fool you—he also has quite the creative side! Before joining the Indigo team, he worked as a first-grade teacher and university English professor in Cali, Colombia.

Peter has bachelor’s degrees in education and in music from Portland Bible College and a master’s degree in music production and technology from Berklee College of Music. In his spare time, he loves writing and recording music, graphic design, engaging with people, and studying leadership and theology. Peter is also one of the most well-traveled people you’ll ever meet! He was born and raised in the Netherlands but lived in the Pacific Northwest for over 12 years. Today, he resides in Cali, Colombia, with his wife, Gloria Isabel, and their three kids, Emanuel, Paloma, and Violet.

Kourtney Kearney

Kourtney Kearney is a data-driven woman with a knack for coding. On any typical day, you can find her building web pages, troubleshooting bugs in code, and setting up automations to make life easier for our clients. Thanks to her technical background, Kourtney has a vast understanding of the inner workings of websites and the data associated with them. She’s always on the lookout for new technology that will help us improve our workflows so we can focus on what we do best—helping financial advisors grow their business. Kourtney enjoys the variation of tasks and loves the challenge of taking an existing website and making it better without completely rebuilding it.

Kourtney is originally from Newark, CA (Bay Area), but currently resides in Antelope, a suburb of Sacramento, and holds a Bachelor of Arts in Art History and Curatorial Studies. Outside of work, Kourtney spends her free time reading, playing volleyball, baking with her two sons, and hanging out with family.

Adrian Bachini

Adrian Bachini works on tasks requiring technical knowledge and other various administrative tasks. A software developer by day, prior to joining Indigo, Adrian had very little knowledge on how nontechnical positions operate. His position at Indigo allows him to both learn and experience a variety of platforms and gain more knowledge about how to maximize marketing initiatives.

Adrian holds a bachelor’s degree in computer science with a specialization in software technology from De La Salle University Manila. Adrian considers himself somewhat of a workaholic, with a full-time day job in addition to working with Indigo. When he’s not working, he enjoys watching documentaries, action movies, and anime, and also loves cycling on muddy downhill trails or cross-country rides, playing video games, and simply resting when he can. He is also a licensed commercial pilot and flies in his free time; he obviously also enjoys traveling. Adrian lives with his family and more than a few pets (11 dogs, 6 cats, a few birds, and fish)—he has more pets than humans in his home!

Claire Akin

Adriana Escalante

Adriana Escalante thrives on creating an online representation that looks and feels true to our financial advisor clients as she builds their websites to best represent them and their businesses. Her experience working on travel and tourism websites motivates her to make sure every site she works on is exciting and engaging to web visitors. A graduate of University of Texas in Austin, Adriana double-majored in International Relations and a Liberal Arts program called Plan II. She also received a certification for front-end development from a coding academy in Austin, which has equipped her to serve as a great liaison between developers and clients.

After living in Austin, TX, for most of her adult life, Adriana now resides in San Antonio, TX (a city with a ton of history and many things to do), with her partner, Russell, and their dog, Abbey. She also has a brother and sister with whom she’s very close and tries to see a few times a year. Most of Adriana’s hobbies revolve around nature. She grew up spending lots of time on a sailboat or at a beach, and her family has a small cabin in Creede, CO, where she spends half the year hiking, camping, skiing, or snowshoeing (depending on the season). When she’s in Texas, she tries to get out most weekends to kayak. A Texas Master Naturalist, Adriana loves learning about all the plants, birds, and animals in her home state. She also dabbles in making stained-glass suncatchers!

Kaitlin Thornal

Account Manager

Kaitlin Thornal helps clients onboard as they begin their marketing journey with Indigo, and she loves meeting new people and learning new things. She holds a Bachelor of Arts in Journalism and Mass Communication/Public Relations, International Studies, and a minor in French from the University of North Carolina at Chapel Hill, as well as a Master of Arts in Communication and Leadership Studies from Gonzaga University.

Kaitlin was born at Fort Lewis, Washington, but she moved around a lot growing up, spending the most time in North Carolina. She now resides in Fort Moore, Georgia, with her husband, Mason, and their four children, Caroline, Mason, Jack, and Bo. Kaitlin’s favorite place to live has been Europe (Italy, Ireland, and Belgium) and she would go back in a heartbeat! In her spare time, she enjoys long-distance running, reading, and spending time in the mountains of western North Carolina.

Samantha Triglia

In her integral role, Samantha Triglia schedules social media posts, deploys email campaigns, and updates Google Business Profile pages for clients’ new blog posts. She also assists with lead generation/tracking and other administrative tasks. Helping out wherever she’s needed, Samantha appreciates the opportunities she has to learn and grow in her position. She says, “I love being a part of the team, especially when content deployment involves many moving parts and collaboration to get done and ready to go.”

A former teacher for 14 years, Samantha holds a Bachelor of Arts in Childhood Education from St. Francis College in Brooklyn, New York. She also holds a Master of Arts in Middle School Earth Science Education from CUNY Brooklyn College and a Master of Science in Educational Administration and Leadership from the University of Scranton. (Yes, TWO master’s degrees!) While in college, Samantha was the assistant to the Chief Compliance Officer of a brokerage firm on Madison Avenue in New York City for high-net-worth individuals and families, so she’s quite familiar with the types of clients Indigo serves.

Born and raised in Brooklyn, Samantha currently lives in Rockaway Beach in Queens, New York (the place the Ramones song is about!), with her husband, Matt (a Navy veteran and currently a New York City Firefighter), and their three sons, Matthew, Thomas, and James. Outside of work, Samantha enjoys spending time with her family riding bikes on their neighborhood boardwalk and going to the beach. They love to travel, including yearly family trips to Hershey, Pennsylvania, and Universal Studios in Florida (they’re big Harry Potter fans!). Samantha also stays active exercising and playing on a women’s softball team and a co-ed beach volleyball team with her husband.

Amanda Bicknese

Amanda wears a few hats at Indigo, bringing value to the team by creating custom social media posts for advisors, assisting with the onboarding process of new team members, and tackling behind-the-scenes team tasks. She loves to collaborate with our amazing clients and supportive team members.

Born and raised in Fort Myers, Florida, Amanda holds a bachelor’s degree in English Literature from the University of Central Florida and a master’s degree in education from North Carolina State University. She worked as an educator for about a decade before pivoting to a career in writing and marketing. Amanda currently resides in Colorado Springs, Colorado, with her two children, Mikayla and William, and dog, Daisy. When she’s not reading or writing fiction in her spare time, Amanda enjoys hanging out with family, hiking, trying new foods, and traveling.

A marketer at heart, Adam finds satisfaction when consulting, strategizing, and implementing strategies to improve his clients’ business. He specializes in organic and paid social campaigns, as well as email and SEO optimization.

Adam holds a bachelor’s degree in philosophy from the University of Central Florida and a Juris Doctor degree from Thomas Jefferson School of Law. Raised in Boca Raton, Florida, by his mom (an event planner) and dad (a private boat charter captain), Adam currently lives in Astoria, New York, with his wife, Olivia, who works in pet care. When he’s not cooking up killer marketing strategies, he enjoys role-playing games, Brazilian jiu-jitsu, and reading non-fiction and philosophy books.

Melanie Valdez

With her marketing expertise, Melanie Valdez leaves no stone unturned when helping clients hone their marketing strategy. She loves interacting with clients and brainstorming new ideas to enhance their marketing results. No two days are ever the same, and that’s the way Melanie likes it!

Melanie holds a bachelor’s degree in psychology from Western Washington University as well as an MBA from Western Governors University. When she’s not rocking her role at Indigo, she enjoys cooking (trying out new recipes every week), painting, and discovering new restaurants with friends. She and her husband, Dat, love to travel and go on walks with their dog, Brutus, a pomeranian-chihuahua whose personality is definitely not proportionate to his small size!

Joshua Yanson

Joshua spends his days developing client websites, implementing automations, and troubleshooting website issues. He enjoys the challenge of working with websites while simultaneously learning new tips and tricks to optimize them for maximum efficiency.

Originally from Pulupandan, Negros Occidental, Philippines, Joshua holds a Bachelor of Science in Information Technology, and in his free time enjoys playing computer games and watching anime and movies.

Jordan Pinelli

A born strategist, Jordan always starts with “why” when brainstorming marketing tactics with her financial advisor clients. With recommendations rooted in data and industry best practices, she loves growing advisors’ awareness of their strategies’ positive impact on their business.

Jordan obtained her bachelor’s degree in business administration (with an emphasis in marketing and management) and her master’s in communication and media management from Colorado State University. Before joining Indigo, Jordan already had 6+ years of financial services experience and 8+ years of marketing/project and campaign management experience under her belt—making her a powerhouse addition to the team! Outside of strategizing for her advisors, Jordan’s hobbies include pottery, hiking (when she’s in shape), and ordering delivery or takeout. She is happily married to her husband, Max, and a dedicated dog mom to her oversized golden retriever, Kai.

Hugo Fernandez acquired ownership of Indigo Marketing Agency from founder Claire Akin in 2022. Leading the Indigo team with heart, Hugo is passionate about helping our financial advisors attract a flood of their A+ clients with sustainable marketing campaigns. He enjoys running companies that are wildly successful and wearing a black t-shirt every day of his life. When his two favorite things come together, you have an average day at Indigo.

Hugo Fernandez is also CEO of Indigo’s partner company,  Just Digital , and author of  The Client Acquisition Blueprint . He has personally helped hundreds of entrepreneurs grow their businesses through his proven blueprint for creating an EPIC marketing strategy and online presence.

To get in touch with Hugo,  email  him or connect with him on  LinkedIn .

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Call to action: The how and where of CTAs

A call to action (CTA) is just a fancy marketing term for a button that entices the user to take a desirable action, taking them further down the conversion funnel

Have you ever signed up for an online subscription service (Netflix, Spotify, you name it) or downloaded a free resource from somewhere?

Well, your "action" was the result of an effective call to action. These seemingly straightforward buttons are an integral part of a marketer’s toolkit. They can make or break your conversion game, and be the difference between converting a lead and losing a potential client.

A well-crafted call to action is a boon for both parties.

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For the business

You can convince people who visit your site or read your emails to do something fruitful, like buying a product, downloading a gated resource, consuming more of your content, or sharing a piece of content on social media. It’ll increase the user’s interaction with your website and perhaps keep them coming back for more. In exchange, you can get their contact details and gain a new lead.

For the users

They’ll know exactly what they have to do next after going through your content. If there is no CTA, they’ll probably just leave (and forget) your website without performing any specific task beneficial to them or your business. Besides, don’t you want them to take a souvenir that adds some value to their lives and helps them remember you in a good light?

According to Small Business Trends , around 70% of small businesses don’t have CTAs on their websites. If you are a part of this majority, it’s time you upgrade your website and conversions by learning the fundamentals of creating a good call to action.

Creating high converting CTAs is not rocket science, but it does take a bit of testing and basic psychology to get right.

How to write a powerful call to action?

You could just design a button labeled "Sign Up", "Buy Now", or "Click Here" and call it a day. Sure, it gets the message across, but think about how many times you’ve seen such buttons and actually clicked to perform what they ask of you.

People don’t like simply being "commanded" to do something. They want an incentive to click, an answer to "what’s in it for me?". Moreover, a good call to action creates a sense of urgency in the reader’s mind without sounding pushy.

To write a compelling CTA, the first thing you need to do is define your goal. Do you want to:

• Get more newsletter subscriptions?
• Increase reader retention?
• Get more people to share your content?
• Boost sales?

In short, a clear answer to the question "What do I want my audience to do next?" is a must.

Now, once you start the creative process of writing a CTA, keep the following best practices in mind.

Write actionable copy

Use strong verbs and phrases that clearly guide the user to take a specific action. Don’t be vague.

Design a striking design

Your CTA button should stand out from the rest of the page. Using a contrasting colour with relatively larger fonts would do the trick. Aim to match the colour of the button with your business’s logo, the rest of the page being contrasted.

Additionally, using subtle animations on hover and design effects such as button shadow (3D effect) are also good ideas.

Keep it succinct

Don’t write complete sentences inside a button. Instead, use short phrases no longer than five words.

Incite a sense of urgency

If applicable, develop a sense of urgency and trigger a fear of missing out (FOMO) in the reader’s mind by writing phrases like "Only X Spots Remaining" or a countdown timer showing that the offer will expire soon.

Show a sense of humor

Don’t shy away from being witty. People appreciate wordplay, and puns have persuasive powers. But don’t just take my word for it, give it a try.

Get personal

Let the reader feel like they call the shots.

Use the first-person narrative by writing something on the lines of "Give Me the Free Guide", the negative response (in case of a popup) being something like "No, Thanks. I’m the Expert".

Avoid friction words

Words like "Buy" and "Submit" give an impression to the reader that they have to give something up. Obviously, they would be hesitant when directly asked to part with their money or email address. Better to avoid such words and use low-friction alternatives such as "Get" and "Reveal".

Give reassurance

Again, if applicable, let the reader know that they have nothing to lose in completing the action. For example, they can cancel the subscription anytime or get a full refund if they’re not satisfied with the product. Phrases like "No Credit Card Required" and "Cancel Anytime" can convince readers on the edge to take the plunge.

Follow these eight dos and don’ts to craft an irresistible call to action your audience can’t refuse.

Where to place a call to action?

If all your website content is purposeful - which it should be - then call to actions are useful in many places. CTAs are the point of transition from storytelling to copywriting, which typically go hand in hand.

Let us look at four of the most common places where CTAs are ordinarily placed.

At the end of a blog post

This is the perfect spot to get the readers to subscribe to your newsletter. As they read your post from top to bottom (or so it seems), it is only logical to assume that they’d be interested in receiving exclusive content from you straight in their inbox.

Furthermore, CTAs can take the form of hyperlinks with anchor text and labeled "Related Reading", inviting the readers to continue reading more content on your blog. You can also place social sharing buttons (along with "Click to Tweet" CTAs sprinkled judiciously) and ask the reader to share the post with their friends.

A combination of all the three is totally feasible and sensible.

In exit-intent popups

Exit-intent popups are a popular tactic to engage users who are about to leave your site by collecting their email addresses in exchange for a free, tempting resource. After all, the money is in the list .

At the end of email newsletters

CTAs play a vital role in email marketing. Newsletters and promotional emails are almost always ended with an intriguing call to action. You should do the same in your newsletters too, as it works well.

Some example use cases would be asking the readers to:

• Take advantage of a limited-time sale or discount
• Check out a new product catalog
• Download a free e-book

In the sidebar

Another favorable spot to place your CTA is in the sidebar. The advantage being it’ll be super conspicuous and won’t go unnoticed.

A word on split testing

The most irresistible of CTAs can be, well, resisted by the audience. That’s because while data and psychological hacks help, at the end of the day, this is a somewhat subjective matter. What works for one website may not work for you.

Your best bet is to A/B test different CTAs, and over a period of time, decide which works best for your website.

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How to Create an Intellectual Property Action Plan

To create an effective Intellectual Property (IP) action plan, begin by identifying and cataloging all IP assets, including patents, trademarks, copyrights, and trade secrets. Conduct regular risk audits to uncover potential threats and vulnerabilities in your IP portfolio. Establish clear, measurable goals and objectives that align with your business strategy, and develop a robust IP protection strategy to prevent unauthorized use and misappropriation. Implement IP asset management tools to track development, utilization, and changes to asset status. Regularly review and update your IP plan to confirm it remains a key driver of business growth and competitiveness, and discover how to optimize your approach to leverage IP value to its full potential.

Table of Contents

Identify Your IP Assets

A thorough intellectual property (IP) strategy begins with a meticulous identification of an organization's IP assets, which comprise the intangible creations of the human mind that are unique, novel, and valuable to the business. This identification process involves conducting IP audits, which are systematic reviews of an organization's IP portfolio to assess its strengths, weaknesses, opportunities, and threats. IP audits help to uncover hidden IP assets, identify areas for improvement, and inform strategic business decisions.

Another essential tool in identifying IP assets is patent landscapes, which provide a visual representation of an organization's patent portfolio and its position within the industry. Patent landscapes help to identify areas of innovation, detect potential infringement risks, and inform research and development strategies. By leveraging IP audits and patent landscapes, organizations can gain a comprehensive understanding of their IP assets and develop a robust IP strategy that aligns with their business objectives. This foundation is critical for making informed decisions about IP protection, licensing, and enforcement.

Assess IP Risks and Threats

When evaluating IP risks and threats, it is crucial to pinpoint potential infringers who may be misappropriating or misusing your intellectual property. Early detection of hidden dangers enables proactive measures to mitigate legal exposure and prevent financial losses. By identifying vulnerabilities and prioritizing risk mitigation strategies, you can safeguard your IP assets and maintain a competitive edge in the market.

Identify Potential Infringers

Three primary sources of potential infringers can be identified through a thorough risk assessment: competitors, counterfeiters, and unauthorized users. Competitors, particularly those operating in the same industry and geographic region, may infringe on intellectual property (IP) rights to gain a competitive advantage. A detailed competitor analysis can help identify potential infringers by analyzing industry trends, market positioning, and product offerings. This analysis can also reveal vulnerabilities in a competitor's IP portfolio, providing insight into potential infringement risks. Additionally, counterfeiters may target high-value or widely recognized brands, seeking to capitalize on their reputation and customer loyalty. Unauthorized users, such as former employees or contractors, may also pose a risk by misusing confidential information or trade secrets . By understanding these sources of potential infringement, businesses can develop targeted strategies to mitigate risks and protect their IP assets. Effective identification of potential infringers is a critical step in creating a thorough IP action plan.

Detect Hidden Dangers Early

To effectively mitigate IP risks, businesses must proactively assess their IP portfolios to identify vulnerabilities and detect hidden dangers that could be exploited by potential infringers. Conducting regular risk audits is crucial to uncover potential risks and threats. This includes identifying unregistered IP assets, unenforced IP rights, and potential patent trolls.

| Inadequate IP protection | Assess IP protection measures, including encryption, access controls, and confidentiality agreements .

Mitigate Legal Exposure

Mitigate Legal Exposure (Assess IP Risks and Threats)

Evaluating IP risks and threats is a critical step in mitigating legal exposure, as it enables businesses to identify potential vulnerabilities and take proactive measures to address them before they escalate into costly legal disputes. Conducting regular risk assessments helps to pinpoint areas of high risk, such as unregistered trademarks, inadequate confidentiality agreements, or insufficient data protection measures. By identifying these vulnerabilities, businesses can develop targeted compliance strategies to mitigate legal exposure. This includes implementing robust intellectual property protection protocols, conducting employee training on IP best practices, and establishing incident response plans to address potential IP breaches. Additionally, businesses should regularly review and update their compliance strategies to confirm they remain effective in addressing evolving IP risks and threats. By taking a proactive approach to IP risk management, businesses can substantially reduce the likelihood of costly legal disputes and protect their valuable intellectual property assets.

Set Clear IP Goals and Objectives

A well-crafted intellectual property (IP) strategy begins with establishing clear, measurable, and actionable goals and objectives that align with the organization's overall business objectives. This involves defining an IP vision that outlines the organization's aspirations and expectations for its IP assets. Strategic alignment is vital, as IP goals should support and enhance the organization's overall business strategy.

To set effective IP goals and objectives, consider the following key elements:

• IP Asset Management : Define how IP assets will be created, maintained, and harnessed to drive business growth.
• Innovation and R&D : Establish goals for innovation and research and development to foster continuous improvement and competitiveness.
• Risk Management : Identify and mitigate potential IP-related risks, such as infringement or theft.
• Revenue Generation : Determine how IP assets will be leveraged to generate revenue, such as through licensing or sales.

Develop an IP Protection Strategy

Effective intellectual property protection requires a multi-layered strategy that incorporates legal, technical, and procedural safeguards to prevent unauthorized use, theft, or misappropriation of IP assets. A thorough IP protection strategy should consider the IP landscape, identifying potential risks and opportunities for growth. This involves conducting regular patent portfolio audits to identify vulnerabilities and opportunities for improvement.

| Enforcement | Develop a plan for enforcing IP rights against infringers

Implement IP Asset Management Tools

To effectively implement IP asset management tools, it is vital to establish a thorough IP asset inventory that catalogues and categorizes all intellectual property assets, including patents, trademarks, copyrights, and trade secrets. This inventory serves as a foundation for tracking IP development, allowing businesses to monitor the creation, maintenance, and utilization of their IP assets. By implementing a robust IP asset management system, companies can guarantee accurate tracking, reduce administrative burdens, and make informed strategic decisions regarding their IP portfolios.

IP Asset Inventory

Several intellectual property (IP) assets, including patents, trademarks, copyrights, and trade secrets, must be meticulously cataloged and tracked to guarantee their proper utilization and protection. This involves creating an exhaustive IP asset inventory that captures the details of each asset, including its type, ownership, jurisdiction, and status.

Effective IP asset management begins with IP mapping, which involves identifying and documenting all IP assets across the organization. This process enables asset classification, where IP assets are categorized based on their type, value, and risk.

Key considerations for creating an IP asset inventory:

• Asset identification : Identify all IP assets, including patents, trademarks, copyrights, and trade secrets.
• Asset documentation : Document each asset's details, including ownership, jurisdiction, and status.
• Asset classification : Categorize assets based on their type, value, and risk.
• Asset tracking : Establish a system to track changes to asset status, ownership, and jurisdiction.

Tracking IP Development

Effective intellectual property asset management necessitates the implementation of tailored tools to track IP development, ensuring seamless monitoring and updating of IP assets throughout their lifecycle. This involves integrating IP asset management tools that can efficiently track and record IP milestones, development timelines, and other relevant data. Such tools enable IP owners to centralize and organize their IP assets, facilitating real-time monitoring and updates.

Monitor and Enforce IP Rights

A well-designed intellectual property (IP) monitoring system serves as a vital early warning mechanism, enabling prompt detection of potential infringement and unauthorized use of valuable IP assets. Effective monitoring allows businesses to respond swiftly to potential threats, mitigating financial losses and reputational damage.

A thorough monitoring system should integrate the following key components:

• Brand Surveillance : Continuously track online marketplaces, social media, and e-commerce platforms to identify unauthorized use of trademarks, logos, and brand names.
• Infringement Analytics : Leverage data analytics and machine learning algorithms to detect patterns and anomalies indicative of IP infringement.
• Domain Name Monitoring : Regularly monitor domain name registrations and WHOIS records to identify potential cybersquatting and domain name abuse.
• Competitor Monitoring : Keep a close eye on competitors' IP activities, including patent filings, trademark registrations, and product launches.

Review and Update Your IP Plan

Regularly reviewing and updating your intellectual property (IP) plan verifies that your IP strategy remains aligned with your business objectives and adapts to the evolving IP landscape. This process involves conducting IP audits to evaluate the current state of your IP portfolio, identifying areas of weakness, and optimizing your portfolio to confirm it remains relevant and effective. Portfolio optimization may involve pruning underutilized or obsolete IP assets, acquiring new IP rights, or adjusting your IP protection strategies to better align with your business goals.

When reviewing and updating your IP plan, consider factors such as changes in market trends, shifts in consumer behavior, and emerging technologies that may impact your IP strategy. This review should also involve evaluating the performance of your IP assets, including their revenue generation, litigation history, and licensing potential. By regularly reviewing and updating your IP plan, you can confirm that your IP strategy remains a key driver of business growth and competitiveness.

Frequently Asked Questions

Can ip protection strategies vary across different geographic regions?.

Yes, IP protection strategies can vary across different geographic regions due to regional nuances and cultural differences, necessitating tailored approaches to address distinct legal, regulatory, and enforcement frameworks.

How Often Should IP Audits Be Conducted to Ensure Compliance?

Conducting regular IP audits is vital to guarantee compliance. A risk assessment determines audit frequency, with high-risk industries or rapidly changing IP portfolios necessitating annual or bi-annual audits, while low-risk entities may require less frequent reviews.

What Is the Ideal IP Team Composition for a Small Business?

For small businesses, an ideal IP team composition includes an IP Champion, responsible for strategy and decision-making, surrounded by cross-functional team members with diverse expertise, fostering collaborative Team Dynamics to effectively manage and protect IP assets.

Can IP Insurance Help Mitigate Potential Legal Costs?

IP insurance can help mitigate potential legal costs by providing financial protection against intellectual property infringement claims, allowing businesses to conduct a thorough risk assessment and cost analysis, thereby minimizing financial exposure.

Are There Any IP Management Tools Suitable for Solo Entrepreneurs?

For solo founders, IP management can be streamlined with customized software, such as PatentSight, PatentVector, or IPfolio, which offer tailored solutions for tracking, analyzing, and protecting intellectual property assets, ensuring efficient portfolio management and strategic decision-making.

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'Turn the dial up': Kevin O'Leary calls for bringing the heat against China to 'blowtorch temperature'

O'leary called for the us to push for equal footing in trade with china.

Kevin O'Leary says investors 'shocked' by Harris' economic proposals: 'Bidenomics 2.0'

O'Leary Ventures Chairman Kevin O'Leary on Vice President Kamala Harris' plan to implement price controls if elected and warnings against former President Trump's push for tariffs.

"Shark Tank" star Kevin O'Leary called for the U.S. to "turn the heat up" to "blowtorch temperature" against China to get a level playing field in trade, meticulously striking when the time is right.

"This is basically a fight with China to get to a level playing field in trade," he told FOX Business' Stuart Varney on Monday, as he addressed former President Donald Trump's proposal to impose tariffs on the foreign adversary.

"Personally I don't like tariffs long-term but I understand there's weaponry. What I would prefer happen in either administration [Trump or Harris] is to actually turn up the dial even hotter, at a time when the Chinese economy is not in its strongest position, and force them to the table on IP law and reciprocal laws and access to public markets."

TRUMP DETAILS PLANS TO TURN US ECONOMY AROUND: ‘WE MIGHT AS WELL BE THE LEADER’

OLeary Ventures Chairman Kevin OLeary weighed in on Trump's proposed tariff increase on China and Kamala Harris' plan to implement price controls. (Ting Shen/Bloomberg via Getty Images / Getty Images)

He continued, "It's time to really make them understand no more access to the U.S. market unless we get a reciprocal place. Squeeze Chinese heads is what I'm willing to do, so I like tariff policies, not forever, but to turn the heat up to a blowtorch temperature."

Former President Trump's economic vision for the nation, if elected this November, would include steeper tariffs on China, which he argues would protect U.S. manufacturing jobs.

The proposed policy would involve enacting a duty of at least 10% on all imports from all countries, a 60% tariff on all imports from China and a 100% import on all vehicles made outside the U.S.

KEVIN O'LEARY TEARS INTO HARRIS' ‘INFLATIONARY’ ECONOMIC AGENDA: ‘WE’RE GETTING BIDENOMICS 2.0'

Former President Donald Trump plans to put pressure on China and other foreign nations by implementing tariffs on imports, if elected. (Photo by Nic Antaya/Getty Images / Getty Images)

O'Leary also blasted Vice President Kamala Harris for her recently-floated plan to institute a "federal ban on price gouging on food and groceries" as president in an attempt to stop "big corporations" from taking advantage of consumers, a proposal that raised many eyebrows.

"If you go back to the ‘70s, when we tried this in the U.S., it was a disaster. Look at Venezuela today or North Korea, or the old USSR [which] tried this. It leads to black markets. It leads to a complete loss of freedom of goods and a breakdown of distribution," he said.

HARRIS CALLS FOR RAISING CORPORATE TAX RATES TO 28%

Trump tariffs will have a deflationary impact: Jeff Sica

Circle Squared Alternative Investments founder Jeff Sica pushes back on the belief that Trump's China tariffs will create inflation on 'Varney & Co.'

"This is a really, really, bad idea, and I'm so shocked that she's doing it. We're all shocked," he continued. "We can't believe this is the platform. We're almost stunned because this leads to a position of just saying, 'Well, you're getting the same thing you had, and Bidenomics as a brand is toxic waste to the swing voter. It's associated with inflation. All of these ideas are very inflationary."

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Jon Taffer rips Kamala Harris' 'absurd' economic proposals: 'Catastrophe'

'Bar Rescue' host Jon Taffer sounds off on Vice President Kamala Harris' proposed economic policies, including a proposed 28% corporate tax rate and a price control plan.

Fox News' Gabriel Hays and Megan Henney contributed to this report.

WHO seeks $135 million to defeat mpox

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The current mpox outbreak “can be controlled and can be stopped”, the head of the World Health Organization (WHO) emphasized on Friday, announcing an action plan that calls for $135 million over the next six months.   

“ Responding to this complex outbreak requires a comprehensive and coordinated international response ,” WHO Director-General Tedros Adhanom Ghebreyesus told Member States, as cases spread beyond Africa to Europe and Asia.

The briefing was held just over a week after he declared that mpox was a public health emergency of international concern.

New mpox virus strain

Tedros said the global outbreak first emerged in 2022, with more than 100,000 confirmed cases reported since then. While the virus continues to circulate at low levels, Africa has seen an unprecedented increase and expansion.

Transmission is mainly centred in the Democratic Republic of the Congo (DRC), where there have been more than 16,000 suspected cases, including 575 deaths, this year alone.

The surge is being driven by two separate outbreaks of two strains of the mpox virus, or clades, and in different parts of the country.

Rapid spread

The rapid spread of a new offshoot, clade 1b, was the main reason behind his decision to declare mpox a global public health emergency on 14 August.  

“In the past month, cases of clade 1b have been reported in four countries neighbouring DRC, which had not reported mpox before: Burundi, Kenya, Rwanda and Uganda. This week, cases have also been reported in Thailand and Sweden,” he said.

We can stop mpox

In response, WHO and partners have developed a plan to stop outbreaks of human-to-human transmission of mpox through coordinated efforts at the global, regional, and national levels.

“Let me be clear: this new mpox outbreak can be controlled and can be stopped,” Tedros insisted. 

“Doing so requires concerted action between international agencies and national and local partners, civil society, researchers and manufacturers, and you, our Member States.”

He stressed that response must be anchored in equity, global solidarity, community empowerment, human rights, and coordination across sectors.

Strategic response plan

The Global Mpox Strategic Preparedness and Response Plan (SRSP) focuses on implementing comprehensive surveillance and response strategies, as well as advancing research and equitable access to medical countermeasures.

“Our initial estimates are that the SPRP requires approximately $135 million over the next six months for the acute phase of the outbreak. That amount will likely increase as we update the plan in light of growing needs,” Tedros said.

He added that a dedicated WHO funding appeal will be released early next week.

Leadership, preparedness and coordination

The SPRP also calls for minimizing zoonotic transmission and empowering communities to actively participate in outbreak prevention and control.

At the global-level, emphasis is on strategic leadership, timely evidence-based guidance, and access to medical countermeasures for the most at-risk groups in affected countries.

In this regard, WHO is working with a range of international, regional, national and local partners and networks to enhance coordination across the key areas of preparedness, readiness and response.

WHO regional offices have also established Incident Management Support Teams (IMSTs) to lead preparedness and response activities, while staffing is being scaled up in affected countries.

Preventing transmission, saving lives

Additionally, the Regional Office for Africa, in collaboration with the African Centres for Disease Control (CDC), will jointly spearhead the coordination of mpox response efforts, given that needs on the continents are greatest.

Meanwhile, health authorities at the national and sub-national level will adapt strategies to current epidemiological trends.

Tedros noted that WHO has so far released roughly $1.5 million from a contingency fund for emergencies, with more allocations expected in the coming days, “until funding from donors for the response comes in.”

He said the agency “ will coordinate the global response, working closely with each of the affected countries, to prevent transmission, treat those infected, and save lives .”