In this post, I\u2019ll explain how strategic CTAs can guide potential consumers through the buying journey and highlight my favorite (and least favorite) examples.<\/p>\n Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n <\/a> <\/p>\n In marketing, CTAs are necessary because they encourage an audience to act on a marketing campaign. It\u2019s why we put dollars behind marketing \u2014 to encourage consumers to take this specific action.<\/p>\n Ultimately, the goal of any marketing campaign is to guide the audience in the buyer’s journey<\/a> so they eventually make a purchase. So, it\u2019s imperative to create calls-to-action<\/a> that resonate with the audience.<\/p>\n Not all marketing campaigns use the same types of CTAs<\/a> since several tactics can be used to guide an audience in their journey.<\/p>\n For instance, I work at Paramount on the Global Program Marketing team. When building marketing campaigns to support a new series or new season of a series coming to Paramount+, the goal is to encourage people to watch the series on Paramount+. Thus, our CTAs may be \u201cSign Up Now\u201d for non-users and \u201cStream Now\u201d for subscribers.<\/p>\n Below, I\u2019ve listed common types of CTAs that are used in marketing. Every brand and audience is different, so it may be beneficial to A\/B test<\/a> CTA types and designs to determine which ones work best.<\/p>\n Source<\/em><\/a><\/p>\n Buttons are icons with an actionable phrase, such as \u201cSign up,\u201d that entices users to click and take further action. A case study<\/a> with a brand found that switching from a text-based CTA to a button CTA increased the clickthrough rate by 32.12%.<\/p>\n Button designs can vary based on the brand style and goal of the campaign, but generally, a button should have a high-contrast color<\/a>. This allows the button to stand out against the background for a more pleasant visual experience and provides greater accessibility for people with visual impairment.<\/p>\n Source<\/em><\/a><\/p>\n According to a Grow & Convert research study,<\/a> welcome gates have the highest estimated conversion rate: 10-25%.<\/p>\n Welcome gates are CTAs that appear immediately upon entering a website, before a user can see the content of the page they clicked on. It is considered a \u201cwelcome\u201d to the site, and is effective as it\u2019s impossible to ignore.<\/p>\n Source<\/em><\/a><\/p>\n Form submission CTAs convert site visitors into leads by offering visitors something in exchange for their contact information. Offers can include downloadable content, product quotes, service sign-ups, subscriptions, discounts, and more.<\/p>\n Source<\/em><\/a><\/p>\n A CTA banner can be located along the top, bottom, or side of a web page. Banners typically include captivating copy and design that catches visitors\u2019 eyes and encourages them to click on them.<\/p>\n Banner CTAs have an estimated<\/a> 0.5-1.5% conversion rate when along the sidebar and 1-5% when they\u2019re a bar spanning the width of the screen.<\/p>\n Source<\/em><\/a><\/p>\n Usually located within the body copy of a blog post or article, contextual links contain clickable text that directs users to a related landing page. This helps keep readers consuming more content within the same publication\u2019s ecosystem.<\/p>\n Source<\/em><\/a><\/p>\n A pop-up is a CTA in a window that suddenly appears on the page. Since users often tune out static CTA buttons and forms, pop-ups can be a great way to capture attention, communicate an offer, and entice users to sign up for your service.<\/p>\n Many websites also use exit intent pop-ups, which are triggered when users are about to leave the site. Pop-ups have an estimated conversion rate of 1-8%<\/a>.<\/p>\n Source<\/a><\/p>\n Similar to pop-ups, slide-in CTAs capture the user’s attention by \u201csliding in\u201d from the bottom or sidebar. Slide-ins are a good alternative to pop-ups since they are less disruptive to the user experience.<\/p>\n These CTAs have an estimated conversion rate of 1-5%<\/a>.<\/p>\n <\/a> <\/p>\n I find the most effective CTAs to be the most simple. A CTA that says \u201cDownload now\u201d is clear \u2014 it tells the user that they can download related materials by clicking on the button.<\/p>\n When writing CTAs, I recommend using understandable and direct language that communicates what action you want the audience to take. Long sentences with jargon risk confusing readers, which misses out on a conversion.<\/p>\n Pro tip:<\/strong> More is less, right? The proverb is just as true when it comes to CTAs. Consider keeping CTAs to two to five words to pack a lot of punch concisely.<\/p>\n The most effective CTAs start with a strong action verb to encourage readers to take immediate action. Action verbs inject momentum, making them more vibrant and engaging. After all, using power words in a CTA can increase conversion rates by up to 12.7%<\/a>.<\/p>\n For example, active CTAs like \u201cDiscover more\u201d and \u201cStart now\u201d are more motivating than passive CTAs like \u201cContinue\u201d and \u201cNext.\u201d<\/p>\n Keep in mind that some action verbs are better suited for specific purposes. CTAs like \u201cGet started\u201d and \u201cSign up\u201d are good for SaaS conversions, while CTAs like \u201cBuy now\u201d and \u201cAdd to cart\u201d are better for ecommerce conversions.<\/p>\n Here\u2019s a list of 25 action verbs, from old reliables to innovative new options, that can spice up your CTAs:<\/p>\n Pro tip:<\/strong> Consider what actions make sense for each customer segment. For example, if I worked at a magazine, I might use \u201cTry for free\u201d to grow awareness with new readers, \u201cSign up now\u201d to convert them into regular readers, and \u201cUpgrade now\u201d to convert them into paid subscribers.<\/p>\n Adding a time element to CTAs can help create a sense of urgency and encourage the audience to act promptly rather than procrastinate. When urging people to tune in to a new series on Paramount+, we might say, \u201cStream now,<\/em>\u201d even if the content will be available for months or years to come.<\/p>\n It can also foster a fear of missing out (FOMO), driving people to take action to avoid losing out on valuable opportunities or limited-time offers. Language like \u201cLimited time offer,\u201d \u201cLast chance,\u201d or \u201cWhile supplies last\u201d inspires this mentality.<\/p>\n Keep in mind that any urgency conveyed should be genuine. Overusing urgency tactics or creating false scarcity can erode audience trust and credibility.<\/p>\n Pro tip:<\/strong> To drive more sales, you can include a form CTA and have users submit their email address or phone number to be the first to hear when a product goes live or a service becomes available. This helps consumers feel exclusively in the know while also reminding them to return and make the purchase when the time comes.<\/p>\n CTAs don\u2019t have to be so rigid and formulaic. When writing them, I suggest incorporating some personality and humor to stand out and make an impact \u2014 as long as it aligns with the overall brand voice and still drives action.<\/p>\n For example, a generic \u201cSign up\u201d CTA can replace something exciting like \u201cTake the leap.\u201d While both examples encourage the audience to take action, the latter taps into the idea of taking chances and embracing new opportunities, making it more compelling and original.<\/p>\n The ultimate goal is to select a CTA that is compelling enough to encourage the action. Check out our checklist<\/a> to ensure you\u2019re crafting engaging calls to action.<\/p>\n Pro tip:<\/strong> Along with creativity in copy, I also recommend creativity in CTA design. If going with a classic CTA button, test various designs, dimensions, colors, and placements to see what prompts the most clicks and conversions.<\/p>\n <\/a> <\/p>\n CTAs all serve a designated purpose, but the language they use can vary. Ever creative, marketers everywhere have put unique spins on their CTAs to generate the leads their businesses depend on.<\/p>\n Below are a few examples of the types of CTA button copy you might use in marketing:<\/p>\n Some CTAs are more effective than others and perform better on different platforms. So, I\u2019ve listed examples of CTAs below, from options that rock to ones that need work, that can help guide your call-to-action templates.<\/a><\/p>\n <\/a> <\/p>\n Jump ahead:<\/strong> <\/span>Software Website CTAs<\/a> | Streaming Website CTAs<\/a> | Retail Website CTAs<\/a> | Service Website CTAs<\/a> | Tech Website CTAs<\/a> | Nonprofit Website CTAs<\/a> | Facebook Ad CTAs<\/a> | Instagram Ad CTAs<\/a> | TikTok Ad CTAs<\/a> | Email CTAs<\/a><\/p>\n <\/a> <\/p>\n Source<\/em><\/a><\/p>\n One of the perks of using HubSpot<\/a> is the wealth of free resources we offer. The 28 free CTA templates that HubSpot offers on its website are very fitting for this article, with the ability to edit the imagery and wording to fit your business\u2019s needs best.<\/p>\n What\u2019s even better is that HubSpot research has found that personalized CTAs perform 202% better<\/a> than basic CTAs, and businesses can easily customize their calls to action by using HubSpot\u2019s CTA tool<\/a>.<\/p>\n The \u201cGet the CTAs\u201d button is clever and unique. We could have easily used a \u201cDownload Now\u201d or \u201cGet Started\u201d CTA, but \u201cGet the CTAs\u201d has more appeal. It tells users that they\u2019re not just getting any old CTA templates but the<\/em> CTAs that will transform their marketing.<\/p>\n When offering a free resource or template, don\u2019t shy away from making abundantly clear the CTA, as we do. Language like \u201cGrab the resume template\u201d or \u201cDownload your slides\u201d is enticing because users know exactly what they will get when they click the button.<\/p>\n Source<\/em><\/a><\/p>\n Growth agency and HubSpot partner 310 Creative aims to help B2B companies scale and refine the buyer\u2019s journey to increase sales. Knowing that visitors to the site may not quite know what specific services they need, 310 Creative makes use of a CTA that removes confusion.<\/p>\n \u201cHelp Scale My Revenue\u201d lays out exactly what 310 Creative intends to offer. It\u2019s also an appealing offer that most businesses can benefit from.<\/p>\n Demonstrate empathy for the visitor and remove barriers by clearly stating your services and offerings. Pairing a no-nonsense CTA button with \u201cLet\u2019s talk\u201d language encourages the consumer to ask for that help.<\/p>\n Source<\/em><\/a><\/p>\n I love that the first thing you read on the Evernote website is, \u201cWhat will you achieve today?\u201d It immediately conveys that Evernote will solve problems and help users accomplish everything they dream of \u2014 and why wouldn\u2019t you want something like that for free?<\/p>\n The design of Evernote’s website makes it super simple for users to see the quick benefits of using the app and how to sign up to use it. Plus, the bright green pops against the lighter background, making the \u201cGet Evernote free\u201d CTA button clear.<\/p>\n Consider using a bright color that contrasts well with the elements on your web page to make your CTA stand out. This can go a long way, even if your text is simple, like in the Evernote example.<\/p>\n Source<\/em><\/a><\/p>\n To achieve an effective CTA design, consider more than just the button itself. In my experience, it’s also super important to consider elements like background color, surrounding images, and surrounding text.<\/p>\n I love that Square, a financial services and digital payments company, has selected eye-catching footage of real businesses to display around its CTA buttons. Where many homepages are static, Square brings it to life with movement, amidst which the stationary CTA buttons remain prominent.<\/p>\n Square has two CTA buttons: \u201cGet started\u201d and \u201cContact sales.\u201d To avoid confusion, the brand has made them different colors.<\/p>\n Are there images, videos, or other creative elements that can be placed behind or near the CTA buttons on your website to breathe life into the mundane? \u201cA picture is worth a thousand words,\u201d after all \u2014 and showcasing some of the best parts of a company via imagery can be the thing that convinces a user to click that CTA<\/p>\n Source<\/em><\/a><\/p>\n Online dating platform OkCupid\u2018s CTA doesn\u2019t seem that impressive at first glance, but its brilliance is in the small details.<\/p>\n \u201cJoin OkCupid\u201d is simple but wildly effective. After all, getting started can be the hardest step for someone putting themselves out there and creating a dating profile.<\/p>\n This CTA, therefore, works twofold: it reduces stress by giving users an easy first step (all you have to do for now is join!) and positions OkCupid as a welcoming community, rather than an intimidating, competitive place.<\/p>\n Consider the obstacles holding a user back from wanting to sign up for your service. For a dating app, people may be wary due to fear of rejection, social stigma, and safety, among other concerns.<\/p>\n Be mindful of these and create a CTA that eases the user into the decision-making process, rather than demanding they \u201cSign up now.\u201d<\/p>\n <\/a> <\/p>\n Source<\/em><\/a><\/p>\n Streaming giant Hulu went for a dramatic approach with this CTA. The dimmed background shows off all its television and movie offerings, while the green and white text of the CTA draws your attention to the promotion.<\/p>\n I think it\u2019s clever because it\u2019s a sign-up and upsell in one, informing users that they can get a discount add-on with Disney+ and Hulu.<\/p>\n The CTA \u201cGet This Deal\u201d further emphasizes that this isn\u2019t just another offering but a significant deal that relies on the notability of The Walt Disney Company.<\/p>\n Entice visitors with the impression that they\u2019re getting a special deal by offering a bundle, and emphasize providing value to get visitors to take action. For example, Hulu\u2019s CTA button offers more possibilities than just \u201cSign up\u201d would have.<\/p>\n Source<\/em><\/a><\/p>\n Less is more, and high-fidelity music streaming service Tidal accomplishes this. Tidal is known for offering high-class audio quality and exclusive artist content, and the gold sparkle backdrop on its website adds appropriate flair.<\/p>\n Tidal uses a strong action verb here with \u201cStart.\u201d The company isn\u2019t encouraging users to \u201cTry\u201d it for free; it\u2019s telling us to \u201cStart\u201d it now.<\/p>\n I also think the CTA is paired with the perfect amount of copy for those unfamiliar with the brand. I immediately understood the gist of the platform without being bogged down with unneeded industry jargon.<\/p>\n This is a great reminder to test out different action verbs for distinct purposes. I think \u201cTry it free\u201d works great for companies pushing a more expensive product who don\u2019t want to deter potential customers, while \u201cStart free trial\u201d is more confident and decisive.<\/p>\n Source<\/em><\/a><\/p>\n One big fear users have before committing to sign up for something? It\u2019ll be a pain to cancel their subscription if they don\u2019t end up liking it.<\/p>\n Netflix nips that fear in the bud with the \u201cCancel anytime\u201d copy above the \u201cGet Started\u201d CTA. I\u2019d venture a guess that reassurance alone has boosted signups. After all, addressing user doubt alongside a CTA has been proven to increase conversions by 124%<\/a>.<\/p>\n \u201cGet Started\u201d is also a great option here, as it reassures the user that they will not be asked to immediately put down a payment.<\/p>\n Netflix successfully pairs its low-pressure CTA with a key message: \u201cStarts at $7.99. Cancel anytime.\u201d If your company offers a free or low-cost subscription option, advertise it on the homepage alongside the CTA button.<\/p>\n Source<\/em><\/a><\/p>\n SoundCloud is an online audio platform that lets users stream and upload music and podcasts. While SoundCloud is free, the company also offers SoundCloud Go+, a premium service with ad-free listening, offline playback, and access to tracks unavailable on the free version.<\/p>\n This CTA is clever because it implies that there is not <\/em>already a free version of SoundCloud, which makes the opportunity to try SoundCloud Go+ for free for an entire month even more enticing.<\/p>\n I don\u2019t find this misleading, as the copy above the CTA specifically promotes the SoundCloud Go+ offering. Plus, there is a second CTA button that allows users to \u201cLearn more.\u201d<\/p>\n Offering a free trial? Make it known by using a prominent CTA that pops and declares exactly how long this unique offer lasts.<\/p>\n <\/a> <\/p>\n![\"Download](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/400cd460-b98f-401b-a565-0dc8cd51719c.png\")
<\/a><\/p>\n\n
\n
What is a CTA in marketing?<\/strong><\/h2>\n
Types of CTAs<\/strong><\/h3>\n
Buttons<\/strong><\/h4>\n
![\"paramount+](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-1-20250408-2123451.webp\" "\\"\\"")
<\/p>\nWelcome Gates<\/strong><\/h4>\n
![\"parade](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-2-20250408-5023311.webp\" "\\"\\"")
<\/p>\nForms<\/strong><\/h4>\n
![\"urban](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-3-20250408-6248277.webp\" "\\"\\"")
<\/p>\nBanners<\/strong><\/h4>\n
![\"safari](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-4-20250408-2275816.webp\" "\\"\\"")
<\/p>\nContextual Links<\/strong><\/h4>\n
![\"the](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-5-20250408-1894021.webp\" "\\"\\"")
<\/p>\nPop-Ups<\/strong><\/h4>\n
![\"the](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-6-20250408-8120096.webp\" "\\"\\"")
<\/p>\nSlide-Ins<\/strong><\/h4>\n
![\"ezgif-33bf34bc5aa885\"](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/ezgif-33bf34bc5aa885.gif\")
<\/strong><\/p>\n![\"how](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-7-20250408-6779262.webp\" "\\"\\"")
<\/p>\n1. Keep it simple.<\/strong><\/h3>\n
2. Use action verbs.<\/strong><\/h3>\n
\n
3. Create a sense of urgency.<\/strong><\/h3>\n
4. Be creative.<\/strong><\/h3>\n
Different Types of CTAs<\/strong><\/h2>\n
![\"examples](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-2-20240815-6402740-1.jpg\")
<\/p>\nBest Call-to-Action Examples<\/h2>\n
Software Website CTAs<\/strong><\/h3>\n
1.<\/strong> HubSpot<\/a><\/strong><\/h4>\n
CTA: Get the CTAs<\/strong><\/h5>\n
![\"hubspot](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-8-20250408-8489725.webp\" "\\"\\"")
<\/p>\nHow to Replicate This CTA<\/strong><\/h5>\n
2.<\/strong> 310 Creative<\/a><\/strong><\/h4>\n
CTA: Help Scale My Revenue<\/strong><\/h5>\n
![\"310](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-9-20250408-8407580.webp\" "\\"\\"")
<\/p>\nHow to Replicate This CTA<\/strong><\/h5>\n
3.<\/strong> Evernote<\/a><\/strong><\/h4>\n
CTA: Get [Brand] free<\/strong><\/h5>\n
![\"evernote](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-10-20250408-5767312.webp\" "\\"\\"")
<\/p>\nHow to Replicate This CTA<\/strong><\/h5>\n
4.<\/strong> Square<\/a><\/strong><\/h4>\n
CTA: Get started<\/strong><\/h5>\n
![\"square](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-11-20250408-7450748.webp\" "\\"\\"")
<\/p>\nHow to Replicate This CTA<\/strong><\/h5>\n
5.<\/strong> OkCupid<\/a><\/strong><\/h4>\n
CTA: Join [Brand]<\/strong><\/h5>\n
![\"okcupid](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-12-20250408-248934.webp\" "\\"\\"")
<\/p>\nHow to Replicate This CTA<\/strong><\/h5>\n
Streaming Website CTAs<\/strong><\/h3>\n
6.<\/strong> Hulu<\/a><\/strong><\/h4>\n
CTA: Get This Deal<\/strong><\/h5>\n
![\"cta](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-13-20250408-4528837.webp\" "\\"\\"")
<\/p>\nHow to Replicate This CTA<\/strong><\/h5>\n
7.<\/strong> Tidal<\/a><\/strong><\/h4>\n
CTA: Start Free Trial<\/strong><\/h5>\n
![\"tidal](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-14-20250408-2949215.webp\" "\\"\\"")
<\/p>\nHow to Replicate This CTA<\/strong><\/h5>\n
8<\/strong>.<\/strong> Netflix<\/a><\/strong><\/h4>\n
CTA: Get Started<\/strong><\/h5>\n
![\"netflix](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-15-20250408-1835434.webp\" "\\"\\"")
<\/p>\nHow to Replicate This CTA<\/strong><\/h5>\n
9. <\/strong>SoundCloud<\/a><\/strong><\/h4>\n
CTA: Try it free for 30 days<\/strong><\/h5>\n
![\"soundcloud](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-16-20250408-642961.webp\" "\\"\\"")
<\/p>\nHow to Replicate This CTA<\/strong><\/h5>\n
Retail Website CTAs<\/strong><\/h3>\n
10.<\/strong> Glossier<\/a><\/strong><\/h4>\n
CTA: Claim offer<\/strong><\/h5>\n
![\"glossier](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/call-to-action-examples-17-20250408-6947401.webp\" "\\"\\"")
<\/p>\n