CTA Examples: How to Write a Call to Action

Hey, you! Check this out! Over here!

Do we have your attention?

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

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

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

What is a call to action (CTA)?

A call to action (CTA) is the ask: a button, link, or line of copy that tells someone exactly what to do next, whether that’s buy, subscribe, download, or donate. To write one, fix your goal, pick your audience, choose plain benefit-led words, lower the risk, and design it to stand out. The 25 examples below show the method in action, and a section on CTAs in written work covers the ask in essays, proposals, and closing lines.

People use “CTA” two ways, and both are correct. There’s the web and marketing sense (the button, pop-up, or banner you click) and the writing sense: the ask in the last line of an essay, a business proposal, a pitch email, or a social caption. Same job, different medium. This post covers both. The 25 examples focus on the web version, and there’s a section further down on CTAs in written work.

DreamHost Glossary

Call to Action

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

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

How to write an effective call to action

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

1. Know your end game

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

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

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

call to action (CTA) example for membership

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

call to action (CTA) example for email list

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

2. Pick your target audience

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

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

call to action (CTA) example for free recipe offer

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

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

3. Choose your words wisely

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

Luckily, it’s not rocket surgery; there are a few foolproof ways to write click-worthy CTA copy. Here are the basics:

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

Focus on Value — To get visitors to do something, they need a reason. You should highlight the benefits and value you offer, especially what they get when they perform the desired action. Focus on what your site uniquely provides, whether it be out-of-this-world recipes, expert e-courses, or an enticing discount.
Keep It Short — Don’t complicate your message. You’ll want to stress the benefits of acting on your call in as few words as possible. If your CTA doesn’t fit comfortably on the button, it’s too long.

If you’re still not sure if your CTA will be compelling, consider performing A/B testing. This can help you narrow down the words that elicit the most clicks. Drafting a batch of variants with an AI assistant is a fine way to fill the shortlist quickly, as long as you remember the test data picks the winner, not the model.

4. Eliminate risk

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

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

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

5. Give your CTA a design package

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

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

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

call to action (CTA) example for free resources

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

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

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

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

Two things the five steps assume, and you shouldn’t: placement and measurement. Put the CTA where the decision actually happens: near the top for a simple, familiar offer, and right after the proof (testimonials, specs, pricing) for anything that takes more thought. Repeat it once at the end so readers who scrolled don’t have to scroll back. Then watch what it does. Track clicks and completed actions in your analytics, run one version against another over comparable traffic, and keep whichever the numbers prefer.

CTAs in writing: essays, proposals, and closing lines

A call to action in writing is the closing ask: the sentence that tells a reader what to do with what they just read. It does the same job as a button, minus the button. Ending a persuasive essay, a business proposal, a newsletter, or a pitch email? The pattern holds. Name one action, make it specific, and make it easy to say yes to.

Three rules carry most of the weight:

One ask, not three. A conclusion that asks readers to donate, volunteer, and share the post splits their attention and usually gets none of it.
Name the action and the deadline. “Email the school board before the March 4 vote” beats “we must all do our part,” which asks for nothing anyone can schedule.
Shrink the next step. In a proposal, “reply with a 30-minute slot this week” is a much easier yes than “approve the full engagement.”

Here’s the same idea written for three different contexts:

Persuasive essay: “If you want the creek cleaned up, say so at the April 9 council hearing. Five minutes of public comment moves this further than another shared petition.”
Business proposal: “Approve phase one by May 1 and your new checkout goes live before the summer season. Reply to this email and I’ll send the contract today.”
Blog post or email sign-off: “Pick one CTA on your homepage and rewrite it before you close this tab. Then tell us what changed.”

Notice that none of those lines mention a button. The medium changes; the ask doesn’t.

25 best call to action (CTA) examples to help you convert more visitors

Now that you’re familiar with CTAs, here are 25 of the best examples we found, with the pattern worth stealing from each one.

Browse by goal: ecommerce (3, 5, 9, 16, 22) · nonprofit and advocacy (6, 8, 23) · SaaS trials and demos (11, 15, 18, 19, 24) · streaming and media subscriptions (12, 14, 20, 25) · email and SMS signups (7, 10) · lead generation (4, 21) · multi-audience service pages (1, 2, 13, 17).

ExampleGoalThe askPattern to steal1. Grey GooseBrand engagement“Celebrate with us”Tie the ask to an event and keep entry risk-free.2. UberMulti-audience signup“Sign up to drive”One CTA per audience, on the same page.3. Brooks RunningEcommerce“Find your run”Phrase the ask around the reader’s goal, not the product.4. ImpactLead generationTalk to an advisorOffer a conversation before asking for a purchase.5. TouchlandEcommerce“Get yours”Match the visual mood of the page to the product.6. PantheraNonprofit donationDonateShow the outcome the money buys, with an image that earns the feeling.7. MadewellSMS and email signup“Be in the know”Trade exclusivity for contact details instead of demanding a sale.8. Charity: WaterNonprofit donationDonateConvert the amount into people helped, right at the click.9. BarkBoxEcommerce subscriptionBuy for me / buy as a giftSplit the CTA by buying occasion.10. JoyEmail signup“Subscribe”Put the brand’s personality into the ask.11. MailwarmSaaS signup“Reach inbox”Name the outcome instead of the transaction.12. Amazon MusicMedia subscriptionTry it freeRepeat the CTA at the top and bottom of a long page.13. Khan AcademyMulti-audience signup“Start here”Give every audience its own doorway, backed by proof.14. NetflixMedia subscription“Get Started”Kill the commitment worry in the same breath as the ask.15. SmartlookSaaS demoBook a demoLet a demo carry the ask when the product needs explaining.16. Hija De Tu MadreEcommerce“Shop for the best you”Sell the identity, then contrast the button hard against the page.17. Booking.comMarketplace search“Discover homes”Use motion to hint at the breadth behind one button.18. DropboxSaaS plans“Find your plan”Turn a pricing page into a fitting exercise.19. EvernoteSaaS free signupSign up freeStrip the design so the action button is the only bright thing.20. HuluMedia subscription“Get all three”Bundle the ask when people buy in bundles.21. The BudgetnistaLead generationTake the quizPut a time cost on the ask (“60 seconds”) to shrink it.22. 4OceanEcommerce with a cause“Shop now – Pull a pound”Attach a concrete result to every purchase.23. PatagoniaAdvocacy“Take action”Give a frustrated reader something specific to do.24. TrelloSaaS free signupSign up freeAsk for one field, not a form.25. HeadspaceApp free trialStart the free trialShow the product working instead of describing it.