CTAs have come a long way…
Okay, maybe not that far for every brand, but in general, our ability to test and measure has enabled us marketers to get more creative with our messaging. A while back, we shared some kick-ass call to action examples. Don’t get me wrong—they’re still good enough to deliver a delightful ambush to the rear—but it’s time for more.
So here are 24 unique, smart, and memorable call to action examples to give you the creative kick you need.
And when you’re done here, don’t miss our 36 best call to action phrases (ever).
This first set comes from various SaaS websites that offer a free trial or demo. Let’s take a look at some more effective ways to make this offer.
It’s the oldest tactic in the book to add “now” to your CTAs to give them more urgency. But urgency doesn’t equate to ease or speed.
But sign up in 30 seconds? Now that sounds fast and easy and definitely doable now.
You’ll also notice that the copy surrounding this call to action also lends to the feeling of ease (“go straight into a demo account”) and speed (“Ready to give us a go?!”).
Surely you can afford to give just 30 of the 86,400 seconds in your day.
This site could have just used “Get started free” for its CTA button copy, with a little “No credit card required!” underneath and that would have conveyed the message. But there’s something about putting “Get started without a credit card” in the entire button that makes it feel more secure or true.
This could potentially be because the color blue represents trust and dependability in color psychology, or maybe just because the text enclosed in a box feels more official. Either way, it’s a good call to action.
“Without a credit card” is the new “free.”
Here’s another strong call to action. “Lock In My Free Account” sounds firm and dependable, but it also suggests that there’s the potential to lose the free account. When you read closely, you see that it’s a limited-time offer. Had this button read “Unlock My Free Account,” it wouldn’t have conveyed the finite nature of the offer.
“Lock in” suggests this offer may not be around forever.
The primary call to action on this homepage screenshot below is “Get started for free” but the pink play button in the platform screenshot next to it is what I like. It reads “2 min demo.” Even though there isn’t a verb in this CTA, it works in conveying speed. It just reads feels faster than “2 minute demo” or “watch the quick demo,” doesn’t it? Almost like they know not to waste that extra millisecond of my time by making me read an additional word.
This reminds me of the cognitive fluency effect in my psychology copywriting post.
5 min feels quicker than 5 minutes.
Big fan of lifelong learning here 🙋🏻♀️ . But not a fan of the “learn more” CTA. Here are some better ways to send website visitors to other pages on your site.
The call to action here is for serious prospects to reach out to learn from more case studies that aren’t publicly available on the site. “Give me the deets on hush-hush projects” is way more fun, compelling, and approachable than “Some projects for major brands are confidential. Contact us to learn more.”
“Give me the deets” makes you actually want to contact this company.
This site follows call to action best practices with its specific button copy, but what really stands out here is the interesting language. In addition to “See Creative Visions Come to Life,” the homepage also has buttons that read:
Not only is this more interesting language, but using these for button copy reinforces what’s being talked about in each section.
A benefit sandwich with artisan, feature-rich bread.
This is just a fun way of offering a tour of your platform—as long as the surrounding content is specific enough.
A single screen should only need a peek anyway.
For each of the features and benefits on this website homepage, the call to action is to “See how.” This feels like less work than learning more—like they’re going to show you rather than you having to do something.
Seeing how feels easier than learning more.
This same site has another creative CTA button. After telling you another set of benefits you stand to gain from its platform, you’re told to sign up and watch the magic unfold. Then the button is a question—”How do we do that?” You get the sense from this language that the implied question is “Whoah cool! How did you do that?”
How DO they do it?
Here’s another super-specific call to action to visit the product page. Instead of “learn more” it says “Create content your way,” a perfect summary of the features desribed right above it.
Sendible…the Burger King of social media management.
In this example, we see the three most recent blog posts on a website’s homepage with a call to action to go to the blog. Instead of “Visit the blog” or “Go to the blog,” “Take me to the blog!” has more pep in its step. It also shifts the action away from the visitor. No work on your part.
No work needed on your part. Sit back and we’ll take you there.
Not only is “explore” a more powerful word than “learn more,” but it also carries more appeal than “learn more.” This is a great word to use in your meta descriptions as well.
Exploring is more appealing than learning.
Newsletter signup CTAs are usually the most creative. After all, the stakes aren’t as high so there more room for experimentation.
Technically, the call to action for this popup is “Get them now!” with “them” being deals and discounts. But the call to action I like here is “be sharp.” I can’t say I like the image, but it catches your attention, right?
Any phrase can be powerful with the right imagery.
I do not recommend using “submit” as a call to action since it’s unspecific and colorless and can scare users away. But “Let’s get sleepy” is on-brand for Luna and preserves the friendly nature of the pop-up.
“Let’s get sleepy” redeems the use of “Submit” in this pop-up.
Here’s another on-brand CTA in a pop-up for a toothbrush website. It reads “Get a Minty Fresh Deal” (for 20% off your first order if you sign up to hear from us).
Then you’re reassured you won’t get bombarded by emails with “Don’t worry. We brush twice a day, but we email way less often” in parentheses. This is fun, creative copywriting that gives you the sense that a team is talking to you, not a business.
I will say, however, that I’m not sure how I feel about the “next” button copy. It puts into question just how long this sign-up process is. While the next step is the final one (optional phone number entry), the user has no way of knowing that.
Industry-appropriate puns…you can’t go wrong.
This is a unique way of wording your “yes” and “no” call to action buttons. The question is “Would you like a heads up about fresh iPhone photography articles?” and then you have “I’m ok” or “Sure!”
If the options were “No” or “Yes,” the “yes” would feel more serious and committal, but the “Sure!” gives the feeling that this is a low-risk opportunity to be seized.
“Sure” indicates a low-risk opportunity.
This is a cute lil’ call to action from an actual soda pop brand. I also like “drop your email” as it sounds easier and less serious than “enter your email.”
Another cute play on words.
I came across this when I was specifically looking for creative and compelling ways to display data. I quite literally wanted charts, so this resonated perfectly with me, but the phrase above it is also worth noting as well. If you only read the bolded words in it (business, tech, entertainment, society, 5 minutes to read, free) plus the button, you have a clear picture of the value you’ll get out of subscribing—in just 12 words.
In and out in 12 words.
No, not the most visually appealing pop-up. And I wouldn’t advise using FREE in all caps twice—makes it feel almost less trustworthy. But I do like the surprising creativity of the “Submit” button.
“I want to get healthier” puts the reader’s goal into full focus and also serves as a sound bite for all the copy above that you don’t want to read (one of our copywriting techniques).
Perhaps take a page out of chartr’s [12-word] book?
This call to action is super simple. No exclamation points or fancy features. No commitment. Just try it.
Try it feels less commital than “sign up.”
The call to action button below is a great example of using psychology in marketing—in particular, the commitment and consistency bias, which says that we make decisions that are in line with who we’ve declared ourselves to be. If you love your pet (and who doesn’t), then not signing up for this newsletter is inconsistent with this self-perception. See what they did there?
I mean, you wouldn’t want to be considered a bad pet parent…would you?
Aside from a memorable call to action, you can find lots more ways to get more email signups here.
This call to action button is to purchase guided monthly wellness planners. Given words like “proactive,” “self-care,” “productivity,” and “true potential,” we get a feel for the type of audience this site is targeting—and given the target audience, the tone of this button copy is just right.
Inspirational CTAs…Hallmark’s got some competition.
When taken out of context, this CTA doesn’t feel trustworthy. But given the newsletter it comes from (and the specific instructions above that say “click the button below that says “Push For Fun” above it), this button works.
Push for fun: not recommended without highly specific surrounding copy.
Really Good Emails is known for its conversational and humorous tone, so it’s no surprise that the CTA for its Unspam event is “Get yo’ tickets while they’re hot.” (They’re using the wrong their there…)
The CTA is half the invitation for an event.
This is the CTA button on a careers page to go to the open job applications—way more warm and friendly than “apply” or “view openings.”
Applying is a chore for outsiders. Joining is an invitation for welcome guests.
As you can see, call to action buttons need not, and should not, be limited to “submit” or “contact us.” In fact, making them more specific and more creative can encourage your audience to take the action you’re calling them to.
Kristen is the Senior Managing Editor at WordStream, where she helps businesses to make sense of their online marketing and advertising. She specializes in SEO and copywriting and finds life to be exponentially more delightful on a bicycle.
See other posts by Kristen McCormick
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