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Web Call To Action Examples Essay

Looking to increase your conversion rate?

There are a number of things that can be optimized, from your headline text, hero images, videos. The list goes on and on.

But no matter what you change, at the end of the day there's one thing standing between a user and conversion, and that's your call-to-action.

If you're curious about how to optimize this conversion gatekeeper, then look no further. We've scoured the web for 42 of the best call-to-action examples to date.

I hope you enjoy!

Newsletter


Call-to-Action Example #1: Klientboost

When it comes to call-to-action tips and tricks, there's almost nothing that works as well as making your call-to-action state exactly what a user is doing.

For instance, you could say:

  • Get My Offer
  • Redeem My Prize
  • Book My Demo

Notice how these are all based around the exact action that is happening once a user clicks on a CTA?

Klientboost does a great job of encouraging users to subscribe to their newsletter by not only providing a popup that's designed well, but also by making their CTA clear, bold, and straight to the point.

Call-to-Action Example #2: Backlinko

A big mistake rookie marketers can make when designing their call-to-action's is failing to add enough contrast between the CTA and the page background.

As a basic rule of conversion rate optimization, your CTA should always have a significant amount of contrast between itself and everything around it.

Notice how this example uses red, a color not seen anywhere else on the page as the CTA? Because of this, the CTA stands out boldly and commands a user's attention.

Regardless of whether they have a directional cue or not, your focus will eventually go to that red "Sign Up" button.

Call-to-Action Example #3: ConversionXL

ConversionXL uses a bold red CTA that stands out from the rest of the page.

What's interesting about this example is also how they managed to slip in a benefit oriented statement into the CTA text.

Rather than choosing a simple CTA like "subscribe", ConversionXL chose to go with "BECOME A CONVERSION MASTER".

Because of this, when thinking about signing up for their newsletter, users are already primed for the value that they'll be receiving, and may be more likely to convert as a result.

Call-to-Action Example #4: Groove

Groove places this call-to-action below their different blog posts in order to prompt users to sign up for their newsletter.

What stands out about this call-to-action is how clicking on it directly benefits the user: by sending them lessons on growth.

The entire form works to make users feel invested in the entire Groove experience by showing them a small chart of Groove's progress, while also allowing them to signup to get updates in real time.

Call-to-Action Example #5: Blog Growth

Looking for a new a fresh way to position your content?

Try phrasing free access to your content upgrades as "free lifetime access".

This is one way to increase the perceived value of your products, while also making the contents of the content upgrade more exciting.

Call-to-Action Example #6: Product Hunt

Product Hunt has a CTA banner that appears above their website prompting users to subscribe to the Product Hunt newsletter.

What's great about this type of CTA is that it's very non intrusive, allows users to close it if they want to (on the far right), and provides a clear value proposition of delivering new products to your inbox on a daily basis.

The CTA itself uses a high contrasting colour, and a simple subscribe button to convert users.

Call-to-Action Example #7: Nerd Fitness

Nerd Fitness showcases a banner on their website that prompts users to sign up for their fitness newsletter.

What's interesting about this banner, is that it frames joining their newsletter as a way of "unlocking" a number of different resources.

They also do a great job in using social credibility to encourage users to join by stating that you'll be joining a growing community of over 299,000 like minded people.

The CTA in this example is also simple and straight to the point with "I'm In!"

This is an action oriented and easy way to get people excited about signing up.

Call-to-Action Example #8: Problogger

There are a number of factors that go into the psychology of conversion. In the case of this example from Problogger, we see the use of language within the call-to-action in order to emphasize a first person action.

Rather than stating "Get Your Blog Post Prompts", they rephrased it to say "Get My Blog Post Prompts".

This subtle change can help increase the perceived ownership of the gated content by simply changing "Your" with "My".

Call-to-Action Example #9: Smart Passive Income

At Wishpond we've written extensively on the power of click popups and their ability to increase conversions.

Well the Smart Passive Income blog does a great job of showcasing a great looking banner, while reducing friction by making the CTA as simple as possible.

The CTA on this page works for two reasons, first it reduces the ask of each user by simply asking them to click in order to convert, and secondly it specifies exactly what a user should do in order to continue, "Click Here to Subscribe".

Product CTA's


Call-to-Action Example #10: Square

This example comes from Squares homepage where they succinctly describe the core value proposition in just a few words: Start selling in Canada today.

Using this simple messaging, Square is able to quickly communicate how their app can benefit users, and their CTA below gives immediate steps in order to get started.

While "Signup with Square" might seem like a very simple CTA, it does follow CTA best practices in terms of stating exactly what the CTA button will do, while also keeping it directly tied to the other content on the page.

Call-to-Action Example #11: Stripe

Now landing page best practices generally recommends sticking to one dedicated specific call-to-action per page.

That being said, anyone seasoned in conversion rate optimization knows that best practices are one thing, and testing is everything.

Well this example from Stripe might be an example of the latter.

The above example shows not one, but two CTA's on Stripes homepage allowing users to either explore their app, or create an account and get setup.

In the case of a homepage where you have a lot of different inbound traffic, some of which are more acquainted with your product than another, it may make sense to use two CTA's offering users to "learn more" while also giving more seasoned users the opportunity to "get started".

That being said it's all about testing and data, so make sure to not blindly apply anything you see online. Remember to test it for yourself to determine what's best.

Call-to-Action Example #12: Ancestry

Joanna Wiebe once suggested to test headline and CTA copy together.

Well this landing page from Ancestry is a great example of that.

By changing the CTA to "Save Now" in order to correspond with the special promotion Ancestry was running at the time, they were able to reinforce the discount that the page was offering, and in turn potentially increase the total number of conversions.

Remember that next time you have a promotion or sale running!

Call-to-Action Example #13: Spotify

One of the best ways to keep your users engaged on your pages is to provide a clear action oriented call-to-action that tells them exactly how to get started.

Well this example from Spoty is a great example of that. On this page we see a very simple headline that breaks down the core offering: "3 months of Premium for .99 CAD".

Then rather than making the page more complicated than it needs to be, the CTA below simply says "Get Premium",

Especially since the price is so low, this is a quick an easy way for users to quickly take advantage of the offering their seeing on this page.

Call-to-Action Example #14: Feedly

One of the most unique things about his CTA from Feedly is that they combine the action of upgrading with the benefit of saving.

By combining the two, they're able to double the incentive for users to convert, while also keeping the CTA hyper relevant the pages offer.

Call-to-Action Example #15: BMO Mastercard

This is a great example from BMO of how to create a call-to-action that action oriented, contrasting, and focused on the specific product at hand.

Notice how underneath the CTA they also put the disclaimer "get a response in under 60 seconds" in order to combat any objections users might have about how long the application process might take.

As a tip, when optimizing your CTA's, always remember to take into consideration the immediate area around the CTA.

Often these areas can have a high impact on the overall effectiveness of your CTA. Things you might want to add could include guarantees, company phone numbers, testimonials, or expected turnaround times.

Call-to-Action Example #16: Medium

Medium is an online publishing platform that's very popular with bloggers from all spaces.

Since they touch on such a wide range of topics, it's understandable why they would have a rather ambiguous headline to explain the different types of bloggers and content that's on the platform.

They use a simple "Get started" CTA which is straight to the point and action oriented.

They were also careful to choose contrasting colors to ensure that the CTA pops off the page.

Call-to-Action Example #17: RBC

RBC displays this banner underneath some of their different product pages related to investments and investment management.

This CTA is a great example of using a contrasting CTA color, along with how to incorporate immediacy into a CTA by adding the "today" portion of the CTA text.

Call-to-Action Example #18: Google Drive

Google uses a simple landing page to welcome users to their Google Drive app.

They use a clear benefit oriented headline which states "A safe place for all your files", combined with an easy to follow CTA that says "Go to Google Drive".

This landing page is an excellent example of how simple a headline can be, while still providing insights into the key benefits a product can provide.

Call-to-Action Example #19: Mailchimp

Compared with the previous Google Drive landing page, this product page from Mailchimp is night and day.

Mailchimp uses a very ambiguous headline, combined with very artistic imagery to express elements of their brand. The CTA however is clear and to the point. By choosing "Sign up Free" they are able to combat any objections users might have about price or commitment.

Call-to-Action Example #20: Neil Patel

This is an example of a banner that Neil Patel uses on his blog in order to prompt users to learn more about his courses and consulting services.

The CTA he decided to use "Learn More" is a low ask for any user, especially since they won't need to "sign up", or "subscribe".

By positioning the CTA as simply an opportunity to find out more about how Neil helped a business to grow, he's able to reduce friction and drive more users to his subsequent landing page.

Free Trials


Call-to-Action Example #21: Qualaroo

This is an example from Qualaroo's homepage where there's a clear call-to-action to get users to sign up for their free trial.

Notice how in the formfield they ask for a user's "work email address" since they know that's the email they'll likely check the most and feels less valuable than their personal one. Beside that is a simple CTA that states "Start Free Trial", which is exactly the action that a user will take when they click.

Call-to-Action Example #22: Resumator

Resumator uses a clear and contrasting call-to-action on the bottom of their free trial form that reads "Get Started Now".

The fact that the button pops off the page so much, combined with the immediacy added by the text "now" makes this a good example of a well optimized CTA>

Call-to-Action Example #23: Pipedrive

Pipedrive displays a simple form at the bottom of their different product pages in order to prompt users to signup for a free trial.

What's interesting to note about this form is that the password field comes with a default password already typed, but allows for a user to edit it if they'd like.

This reduces the total amount of effort that a user needs to invest in order to convert.

Pipedrive also uses a action oriented CTA with "Get Started Free", and a CTA color that helps distinguish it from the rest of the page.

Call-to-Action Example #24: SEM Rush

SEM Rush uses a one line form that asks for a user's domain in order to get started with a free trial.

The CTA text that they choose, "Try it" is a very simple CTA that succinctly describes the next step a user will take in the conversion process, trying it out.

Call-to-Action Example #25: AWeber

This is an interesting example from AWeber where they combine the question asked in the headline, with the subsequent answer in their CTA.

Notice how the CTA button is also massive, making it the biggest focal point on the page.

Call-to-Action Example #26: Intercom

Here is an example of a product CTA to sign up for Intercom 14 day free trial.

The CTA text "Get Started" is complimented by a couple bullet points underneath that speak to any objections users might have about signing up.

For instance they mention that it's easy to setup and that you can cancel at anytime.

Content Upgrades


Call-to-Action Example #27: Razor Social

Here's an example of a content upgrade from Razor Social. On it they offer a free cheat sheet by filling out first name and email fields.

The call-to-action on this popup is clear and action oriented, "Get My Free Cheatsheet Now".

Try adding the small arrow on the right of your CTA text to see how that affects your CTA's conversion rate!

Call-to-Action Example #28: Marie Forleo

Marie Forleo offers a free audio training course as a content upgrade for visitors to her blog.

Going against typical CTA best practices, Marie made her CTA black and subtle, and choose "Yes Please!" as the CTA text.

This content upgrade is a great example of how you should test everything to determine what resonates with your audience, while also using CTA text and copy that's inline with your brand voice.

Call-to-Action Example #29: When I Work

This is an example of a full page landing page offering a free excel template as a content upgrade.

Notice how the hero shot of the female looks straight at the landing page headline, at which time a users attention is automatically drawn towards the yellow CTA that says "Download Template Now".

The great thing about this CTA is how it's specific to the content of the page (the template), and provides clear instructions on the exact next step that a user will take once they click on the button.

Call-to-Action Example #30: Wordstream

This is an example of a free tool that Wordstream offers allowing users to get a free performance report of their AdWords account.

What's great about this CTA is how it's clear and to the point, while also tied specifically to the action a use is taking; getting their grade.

Call-to-Action Example #31: Salesforce

Salesforce did a great job of creating an ebook landing page targeting a specific persona.

By providing an example of what type of content would be in the ebook, they are able to intrigue readers to convert on their form.

The CTA text "Get Started" has proven to be one of the highest converting CTA's (especially spread across different industries).

If ever in doubt, give "Get Started" a try on your own landing pages today.

Call-to-Action Example #32: Happiness Blog

The Happiness Blog has a simple popup that appears prompting users to sign up for their email newsletter.

They make good use of social credibility by adding "join 80,000+ people" within the subheadline of the popup, along with a number of bullet points that helps summarize the main benefits of subscribing to the blog.

The CTA itself however is a rather simple one with the CTA text being simply "Subscribe".

Call-to-Action Example #33: Lemonstand

Lemonstand triggers a popup offering a growth guide to visitors of their blog.

Rather than choosing a CTA like "Get the Guide" or "Get Started", they chose to use CTA text that succinctly explains the key pain point that a user would be trying to address by downloading the guide.

In this case, growing faster.

Webinars


Call-to-Action Example #34: Masterclass Webinar

This webinar page uses good contrast between the CTA and the rest of the page.

Notice how in this example, they also underlined the CTA to indicate that it's a link worth clicking.

Based on our research "Reserve My Seat" is one of the most popular CTA text for webinars, which would indicate that it likely performs well and might be worth testing on your own webinar page!

Call-to-Action Example #35: Wishpond

This is an example of a webinar CTA for one of Wishpond's webinars.

In this example, the CTA color is highly contrasting from the rest of the page, and the CTA text of "Save My Free Spot" helps to reiterate that the webinar is free, and that there's a need to save a spot in case they might miss out.

Call-to-Action Example #36: Wistia

Wistia does a great job of incorporating best practices into this webinar landing page. Notice how they used the same color for the headline, CTA, and play button on the video?

This is to help emphasize the important points of the page and keep a user's attention focused.

The CTA text "Register for the webinar" is simple, but works well to explain exactly what clicking the CTA will do.

Call-to-Action Example #37: Wishpond

At Wishpond we run a lot of Webinars, that's why we've included another example of a webinar landing page for your reference.

Notice how the CTA button in this webinar landing page is large, contrasting, and matches the text above the form?

This is important in reiterating the purpose of the CTA, and give a reason behind why someone would want to convert.

The "my" in "save my spot" also speaks to a users in first person rather than using "save your spot".

Based on our testing, we've found that this small change has positively impacted overall conversion rates.

Charity


Call-to-Action Example #38: World Vision

World Vision does a good job of making their CTA's simple and straight to the point.

After giving some context about how donors can help by donating, their CTA "Give Now" does a great job of reinforcing the action that a user is about to take.

Call-to-Action Example #39: Charity water

Charity Water is a charity that helps provide clean water to those who don't have access to it around the globe.

Since they spend a large portion of their time explaining how they program works, the CTA "Give Monthly" is a clear and straightforward call-to-action about what converting will entail.

Call-to-Action Example #40: Unicef

This above example is the homepage for Unicef, a charity that accepts donations to help children around the world.

What's interesting about this example, is how they have two main CTA's on the page, both with the same color, but with different CTA text.

The CTA on the top right is straightforward with the word "donate", and the lower CTA is much more specific with "give a survival gift".

This is a good example of how you can keep your CTA's consistent on a page through things like color, but also prompt users with specific actions by changing the CTA text.

Demos


Call-to-Action Example #41: Schedule a Demo

One of the primary things you want to ensure when coming up with your CTA's is that your headline messaging and CTA text are aligned.

This is a great example of that as we see the same language "schedule demo" are used both in the headline, and in the CTA text as well.

This makes it clear exactly what a user is doing when they sign up, and can help reduce friction on a page.

Call-to-Action Example #42: Salesforce

We've talked a lot about creating CTA's that are action oriented. Well Salesforce takes it to the next level by making their CTA text "watch it in action".

Not only does this prompt a user to take action, it automatically implies that once a user converts on the form, something will happen.

This is a great example of a way to make converting on a demo exciting, and something worth doing.

Summary


Hopefully you found hope you found these 42 call-to-action examples useful!

As for any conversion rate optimization tips, it's important to A/B test them on your own site and see what works best for your audience.

What works in one industry might not work for another, and what works for one business might be completely different than another.

But hopefully this list has given you a better understanding of what options there are out there, and some more ideas of new CTA strategies that you can implement today.

All of your content marketing success hinges on the bounce and the conversion. The two exist on a seesaw, the dreaded “bounce” on one side and “conversion” on the other.

And what is the fulcrum at the center of the two that will determine which way it will tip? Your call to action—aka your marketing CTA.

Your content marketing lives and dies based on the success of your CTA. It determines if people take your content and bounce out on their merry way, never to return, or if they leap for the bait and go further into your sales funnel. Knowing how to write a call to action that hooks your reader’s interest is key to your content’s survival.

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What Is A Call To Action?

A call to action might be as simple as asking someone to:

  • Sign up for your email newsletter.
  • Download free resources in exchange for an email address.
  • Buy an ebook, coaching service, or your product.

A call to action might be at the beginning of a blog post, at the end of a blog post, or sprinkled throughout a landing page. As a marketer, you use a call to action in any medium—videos, advertisements, blog posts, landing pages, and even social messages.

Whatever form it takes, and wherever it appears in your content, a call to action is you providing your reader with some form of actionable task and usually appears as a button, link within text, or an image of some kind.

Whatever form it takes, a call to action provides your reader with an actionable task.Click To Tweet

Content marketing is creating content, but with a purpose.

All content has the purpose of establishing your expertise and being helpful to your reader so that they come back to you for more. And of course, content has the purpose of bringing in new readers through search engines.

So you must include purposeful elements in your content that specifically ask your reader to do something tangible instead of merely feeling warm fuzzies about your brand. You must regularly ask your reader to do something.

A call to action not only gets your reader to do something that commits her further to what you are ultimately selling, it’s also something you can measure. And, if you can measure it, you can test, tweak, and change it so you learn more about your audience.

Without a call to action, you’re wasting your best efforts.Click To Tweet

Without a call to action, you’re wasting your best efforts and goodwill on readers who probably would take action and who probably would buy but you’ve never pushed them to.

Without writing a call to action, the most you’ll know about your reader is hits, page views, and bounces. You’ll spread lots of goodwill. But you’ll never make a sale.

Recommended Reading:

How To Write A Call To Action Using Exclusivity And The Undeniable FOMO

When it comes to a powerful motivator for your call to action, FOMO, or the fear of missing out, is hard to beat. This is about exclusivity, which generally works in two ways:

  1. Only some get in. By only letting a few get in, you suggest that those who do are lucky, should be thankful, are special, are deserving—anything of this nature. This is about status, namely who’s in and who’s out. In order for this to work, you have to make something amazing enough that people want to be in on it.
  2. Anyone gets in, but with restrictions. Think of data rights management or DRM controls on ebooks and music. The product is available to anyone, but you need specific devices, tools, or access methods to use it. In this way, it’s exclusive because you control how people use it and how they can share or spread it.

That fear of missing out taps into several human emotions (some of which we’d rather not admit to). It’s more than just fear because that fear is based in something else:

  • Panic: “If I miss out, I’ll never know if this could have changed my life!”
  • Greed: “I have to have everything.”
  • Comparison: “I don’t want to be the only person without this!”
  • Curiosity: “Could this possibly be as amazing as they describe?”
  • Pride: “I got in and you didn’t. Ha ha.”

Most of us are almost compulsively driven by these emotions.

When you write a call to action, you must tap into these kinds of emotion—the ones that are so connected to exclusivity—because they’re what drive people to act when it comes to selling.

And when you’re selling something people don’t need (i.e. food, water, shelter, new washer) and are instead trying to create a want (i.e. you just bought a new shirt, but why not get a few more?), you have to find another motivator for them to part with their money (or their email address).

And, oddly, the fear and subsequent emotions that are tied into exclusivity are good ones to use.

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How To Put Exclusivity To Work In Your Call To Action

Exclusivity rides on one main idea: If you don’t do something now, you’ll never be able to do it again.

You can hint at exclusivity through the words in your call to action.

Think of any word or phrase that suggests now:

  • Last chance
  • Limited supply
  • Only a few left
  • Ends tomorrow
  • Limited time only
  • One-time offer
  • Expires soon
  • Urgent
  • Deadline

You get the idea.

With FOMO, there isn’t time to think. The language all points to action immediately. So Call now is much better than Call anytime.

Recommended Reading:

How To Write A Call To Action Using Hope As A Motivation

Fear isn’t the only way to get people to act, though it’s one of the most powerful. Hope can do the trick, too.

First you need to create a sense of desperation. Illustrate just how big a problem your readers have, and the hope to change it will suddenly make sense.

While driving around town and checking errands off of my to-do list this past weekend, I took note of the billboards and signs outside of the stores and restaurants. I said to my friend, who was with me, that there was absolutely nothing that I needed, yet here I was, buying stuff.

“I wouldn’t be dissatisfied with my life and possessions if they didn’t tell me it ought to be so,” I said, a bit annoyed.

“You can’t sell to people who aren’t dissatisfied,” my friend replied.

With dissatisfaction comes hope. Or it should, if you’re writing your call to action correctly.

How To Leverage Hope With Your Call To Action

To tap into hope, you first must suggest hopelessness. By that, I mean you must show the reader that there is a problem, it’s a serious one, and they have it.

And then you provide the solution and the hope.

“You’ve tried everything to lose weight, but nothing worked,” is easily countered with, “Try this safe and proven method that returns results every time, risk free!”

In this call to action example, you assure the reader by using the words “safe” and “risk free”, and give them hope by suggesting it’s “proven” and “returns results”.

Big problem. Big hope. Once you’ve established this pattern, end with your simplified call to action. “Start now and lose 10 pounds in your first month.”

Recommended Reading:

So … What Are Those Call To Action Words That Get People To Act?

Is it possible that certain words get more conversions than others? It’s a good question that has some research behind it—to an extent.

So I took a look at five well-researched articles to pull together a big list of call to action words that will help you get more email signups, trials, and sales. This data comes from five researched articles, and even includes some words that have helped CoSchedule get as much as a 27% conversion rate from our own calls to action:

  1. Backlinko’s research on building email lists
  2. Sprout Social’s research on call to action phrases
  3. WishPond’s research on words to use in call to action buttons
  4. Unbounce’s research on call to action buttons
  5. Unbounce’s research on conversion rate optimization
  6. CoSchedule’s research from our own landing pages and blog posts

Now, many of these sources suggest testing your own calls to action on your blog and website to see what words perform best with your audience. That is great advice you can put into practice by using a tool like Visual Website Optimizer. Start simple:

  1. Write two powerful calls to action you will A/B test against one another.
  2. Set up the test with Visual Website Optimizer.
  3. Give it a week and analyze the data.

The results may surprise you, as they’ve done with us at CoSchedule.

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6 Call To Action Examples To Help You Write Better CTAs Than Ever

Call to action examples are everywhere, so where would you start? I figured we’d take a look at a few of the top companies in the world according to Fortune’s 500 list (there has to be a reason they’re so successful, right?), then dive in to some specific examples that are a bit more content marketing related.

Let’s do this.

1. Learn More With Apple

Like the simplicity of their products, Apple keeps their calls to action short, clean, and to the point.

Learn more and Trade up to a new iPhone are unmistakable in letting Apple’s audience know exactly what they’ll see after they click through the call to action. Apple also doesn’t clutter the design: There are clearly only two options to help their users focus on making a decision to click quickly and easily.

Lesson Learned: Be clear and concise, and position your call to action as the obvious next step.

2. Save With CVS

While the design is super busy compared to Apple’s example (do I click on Save with Our App, App Store, Google Play, or on the phone itself?!), CVS focuses on the value proposition in their call to action.

Save with Our App focuses CVS’ audience on the perceived benefit of using the tool, which connects into hope to resolve the dissatisfaction of spending so much money.

The headline here—Unlock extra savings with app-only deals!—also suggests exclusivity, that you can only experience those benefits if you get the app. They also include the word exclusive in the description, which is a powerful motivator for the fear of missing out.

Lesson Learned: Keep your design clean so your users know where to click. Brainstorm the value proposition to answer your readers’ inherent question, “What’s in it for me?” and tie that into your call to action.

3. Rely On The Visual Like Amazon

Who said you had to write a call to action? The behemoth Amazon focuses on compelling imagery to entice action.

In this example, there is really no traditional call to action that usually begins with a verb. However, Amazon does rock some powerful words with the visual: Now and Limited time offer. Talk about inducing urgency and appealing to the fear of missing out.

The visual tells the rest of the story, helping Amazon shoppers envision themselves in front of an amazing TV with a bowl of popcorn and a couple glasses of champaign.

Would you like to chillax like that, too? Heck yes, you would. And that’s why the visual creates a powerful call to action.

It’s noteworthy to mention this: Amazon doesn’t even show the product they’re selling (other than the remote) and focuses the visual mostly on the experience you’ll feel when you click through the call to action to purchase it. People don’t buy products, they buy experiences. And that’s why Amazon crushed it with this call to action example.

Lesson Learned: Literally show the pleasurable outcome your audience will experience if they just click through your call to action.

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4. Code School Shows Calls To Action Don’t Have To Be Super Formal

Wondering how to apply calls to action into your blog posts? Write a post that helps your readers do something without you, then when you can help them do it even better, let them know.

Code School helps people learn how to code. So when they wrote a post called Why Python? that covered reasons to learn and use the language, they ended the post with a call to action to learn more through the courses Code School offers.

The call to action appears as the last paragraph in the blog post, and invites readers to Check out a couple new courses. It’s simple, informal, yet informational to teach their audience about the possibilities Code School offers to help their readers improve.

Lesson Learned: Write a blog post that connects into your product or service. Then end the post with an informal call to action to work with you to resolve the problems you just outlined in your post and link to content that introduces your offering.

5. Wistia Embeds Calls To Action In Videos

Do you embed videos in your blog posts? With Wistia, you can add a Turnstile into your video to collect email leads during video play, and you can also include a written call to action and link to related content at the end of your video.

Turns out, you can also write a call to action right into your YouTube videos, too, if you’re not a Wistia user.

Anyway, this call to action example shows up at the end of a video that explains one element about making post-product process simpler—something Wistia’s audience cares a lot about. Wistia then links to more information on the topic to help their viewers learn more about post-production—which is a part of the video process Wistia as a tool can help make more efficient.

The video appears in lieu of a traditional blog post header graphic. That means Wistia’s audience sees a video right away (which also likely boosts on page time and engagement quite a bit), Wistia shows their quirky brand personality, and they display a strong call to action immediately.

This is a great example of leading an audience deeper into the funnel from inbound marketing to demand generation content that positions Wistia as the solution to the problem. Brilliant.

Lesson Learned: Strategically think about the next step to bring new users from inbound marketing into demand generation content that positions your product or service as the answer to a problem your audience is facing. Write calls to action for all of your videos.

6. Create Content-Specific Calls To Action Like Backlinko

Have you seen blog posts that offer something free in exchange for your email address? Somewhere along the lines, marketers started calling those things content upgrades. And they are a super smart way to include a call to action in every blog post to turn the traffic you get into email subscribers.

In this call to action example from Backlinko, Brian Dean includes a written CTA in the introduction of his blog post. That is brilliant because a majority of your audience will read the first 100 words of your post, then maybe skim the rest.

Anyway, this call to action is very smart because it relates specifically to the content at hand and not just a generic give-me-your-email-address kinda CTA. Brian relates directly to the challenge his readers want to resolve by writing Get More Email Subscribers, then he uses a powerful word with download.

He also promises that what his readers will get behind the call to action will help them quickly execute the 17 strategies from this post, which is very important for the Backlinko blog in particular because Brian creates such long-form content. This way, he captures the interest of the too-long-didn’t-read (TLDR) audience while also turning them into email subscribers.

To top it off, Brian targets another call to action for the 20% of his audience that makes it through the entire blog post to the very end. This time, he lets the visual speak for itself with the power word download, and includes the emotional word free to describe his content upgrade.

Lesson Learned: Include a relevant content upgrade at the beginning and end of your blog posts to convert traffic into email subscribers. Use your call to action to appeal to the reasons your audience is already interested in the content, packaging a condensed and actionable guide behind the clickthrough.

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Put It All Together: How To Write A Call To Action With A Compelling Structure

No matter what motivation you use (fear or hope), there are some common ways that you should use when structuring your call to action.

1. Start with verbs.

Verbs are the action words that make it clear to readers what you want them to do. Instead of saying, “Ready to get started?” simplify it to “Get started now” or “Start saving now”.

Some verbs are stronger than others. This has to do with the cacophony of the word (hard K, G, D sounds) coupled with the strength of the action suggested in context.

The word “buy” feels stronger and more urgent than “purchase”. “Get your copy” is more cacophonous and powerful than “Download your ebook”.

Starting with verbs means starting phrases and sentences, sure, but also the placement of links and call to action buttons. They come first (or nearly first) and should be prominent. Buttons to buy or sign-up should be above the fold, no scrolling required. They should be before the long chunk of explanatory text.

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2. Take it easy on filler words.

Adverbs and adjectives can get in the way of the action you want your readers to take.

You should have already done the work of convincing people to take the action before presenting your call to action to them through blog post or landing page copy. Try your best to avoid words ending in -ly. “Click here” is better than “Click here quickly.”

There are exceptions, though. For example, you might hint at exclusivity by saying “Get your custom ebook now” instead of just “Get your ebook”.

3. Keep things simple and brief.

Use words that are simple, common, and not too long.

This isn’t because you think your reader isn’t smart enough to handle anything else, but because you’re trying to prod base emotions. You don’t want anything to get in the way of those simple emotions, particularly requiring readers to consider complex thought processes or scenarios which could distract them or lead them down a path of thought away from taking action.

Avoid buzzwords, jargon, and any word that feels “empty” and can be ignored by the reader. If you use enough ignorable words in your call to action, your entire call to action runs the risk of being ignored.

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If you must use descriptive words, use simple and common words that are emotionally effective.

This is no time to go crazy with a thesaurus and impress the world with your vocabulary. The language must not get in the way of the emotional prodding you’re trying to achieve. Save your thinking words for your blog posts, and focus your call to action on words that are powerful persuaders.

Remember simple, basic, and primal words—and not too many words overall—when you make the big request.

4. Make the request simple, too.

It’s not just the language of the request that you need to make simple, but the request itself must be easy. One or two clicks to completion. As little pain as possible.

If you need more information than a name and email, try to break it up so you capture that email first, get the user into the purchase or into their account, and then collect the rest later. The reason is that you don’t want to give your reader time to change their mind.

I don’t know how many times I’ve been at a big box store and, because of too few checkout lanes available, seen people abandon full carts in line and walk out the door. It’s the same with your call to action.

The more complicated you make it for readers to complete it, the more likely they’ll find a way to change their mind or forget the driving reason you just convinced them they needed to take action.

“Buy now!” doesn’t feel like “now” if you make them fill out lots of information, answer a small survey, and click on a reply email to verify. That feels like buying later, and it brings into question the urgency you insisted was necessary to get a reader to take action.

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