To click or not to click? That should never be a question! The reason why marketers and business owners who create a website use Call-to-Actions (CTAs) is precisely to persuade their target audience that clicking is a must. A powerful CTA directs the mouse cursor or the fingertips right to the point of action – whether it’s to purchase, subscribe, make a reservation or any other activity that serves the business’ end goal.
Writing and designing effective CTAs can be challenging. On the one hand, you want your CTA to stand out. On the other, you don’t want to appear too salesly or desperate. Design isn’t the only element here either. Crafting the perfect sentence can be difficult too. There are only so many words you can use to encourage visitors to buy, register or book. So in order to master the art of the CTA, learning and research is key. As always you can count on us to gather the helpful information and inspiration to strengthen your website and your marketing materials. In this article, we handpicked 29 fantastic examples of CTAs that show you how it’s done.
When we ask first-time users to join the Wix family and create a website, we have full confidence that we are inviting them to start something great for themselves – a business website, an online portfolio or a digital CV – all of these offer opportunities for a successful future. This is precisely what our CTA on the Wix.com homepage is meant to visualize – an invitation for a bright, creative future that is only a few clicks away.
“Words won’t do it justice. Neither will a simple video.” Prezi, the digital presentation platform, uses this intriguing line to get people interested in what they have to offer. In other words, they’re telling their clients that nothing can capture just how great their product is, but once they try Prezi, they will know for themselves. After this warm-up, the ‘Try Prezi Next Free’ button is situated perfectly to encourage visitors to make a quick and determined action.
Hmmm… a catering pilot, you say? Who can refuse an offer like that?!? ZeroCater is a service-provider that offers catering for offices. Their business model is based on contracts and agreements that are a little more complex than simply signing up for an account, and they realize that. To make themselves attractive to office managers, they clarify straight ahead that they are happy to offer a pilot with no commitments. This type of offer does not only make the initial connection more pleasant and open, it also signals to their potential clients that they are confident in the service that they offer.
As an online retailer, ModCloth knows the risk of shoppers losing interest when faced with too large of a selection. They also know that they can get more sales if they personalize their messaging. This is why their homepage is filled with more niche-oriented CTAs, including “Shop party style” or “Shop gifts under $50.” Modcloth keeps their CTAs up-to-date, for example, they currently offer a “Shop stocking stuffers” with Christmas gift shopping on the horizon.
To understand Slack’s CTA strength, you need to take into account the full homepage design. Both in image and text, the team collaboration platform prominently emphasizes “together” as a value that they promote through their service. The homepage includes a navigation menu that serves to offer more information (pricing, services, etc.), but the one clickable item that really stands out is the ‘Get Started’ button on the right side. Other than the ‘Sign In’ link for existing clients, this button is the only clickable action on the page before scrolling. This straightforward architecture compels visitors by first pointing out what Slack can do for them, and then offering to get started right away.
Box offers cloud storage servers for large organizations, like hospitals, universities and large corporations. The company realizes that this type of venture need personal connections before they are willing to commit to a contract, which is why the ‘Contact Us’ link features so prominently on their website. This is a terrific example of a company that understands its business flow and prioritizes its CTAs in accordance.
Ice cream shops aren’t primarily famous for emails, and you wouldn’t assume that people want to sign up for their newsletters. That is, until you see Ample Hills’ newsletter pop-up, inviting you to “sweeten your inbox” with a delightful illustration of a cow checking for mail. We are certain that many people who visited their site only to check for their store address were more than happy to subscribe to their newsletter after seeing this.
Fetch is a company for data extraction services, which means that they can provide organizations and businesses with information and content that is helpful for their operation. Companies like Fetch work with clients that often don’t fully understand the nitty-gritty process of data extraction and what it can do for them. That’s why Fetch offers demos, and they do it loud and clear. Inviting potential clients to ‘Request a Demo’ is their way to start a conversation.
If you’ve ever used a cooking blog, you may have noticed that many of them opt for a layout that centers around recent posts with a categories menu on a side column. There’s nothing wrong with that, but it does make the process of locating recipes slower and a bit more cumbersome, especially for a large recipe blog like Epicurious. That’s why we love their choice to highlight the search option as the main element of their homepage. It helps their visitors to get right to the point – search, get hungry and start cooking!
On Kong’s website, you will see more than one CTA. First you have the buttons for ‘Install Kong’ and ‘Request Demo’, with the green ‘Install’ button clearly meaning to attract more immediate attention. So what makes the ‘Start Free Trial’ CTA unique? Precisely because it offers the middle road between the two options. Installing may seem like a strong commitment for many clients, while requesting a demo might feel like too long a process. Starting a free trial is the perfect compromise that offers immediate action but no strings attached.
Many online businesses use a chat feature on their websites to engage their visitors, but Gigster are unique in making the chat option so prominent in their homepage design. This is an intentional step that shows confidence in the company’s ability to market their development service by starting conversations. It’s a great trust-building strategy that positions Gigster as a company that values their clients’ interests.
When experienced online users see the term ‘Free Trial,’ they wonder what’s the catch. GitLab’s invitation for a free trial tells these concerned visitors that they have nothing to be worried about with two important terms: ‘risk-free’ and ‘no credit card required.’ Understanding what causes potential clients to hesitate, they cleverly reassure all skeptics that what they have in mind is just to provide tools for developers to work more efficiently and smoothly.
Pop-ups can be extremely frustrating for website visitors, and that’s never a good thing for website owners. But when they are used creatively, pop-ups can fun, engaging and even great for branding. Stand4Socks have an awesome email sign-up pop-up that is designed like a wheel-of-fortune contest. Instead of subscribing, their CTA invites you to ‘spin’ the wheel for an opportunity to win a prize. This is an excellent and original method to attract email subscribers and get leads.
Demonstrations are an important marketing tool for digital service providers like Lever, a recruiting and hiring service. They offer potential clients the possibility to get a good impression of the product and its strengths before signing a deal. But that means that they also create a barrier between their visit to their site and their engagement with the service. Demos feel like something that you do later, while the online rhythm is all about the ‘now.’ This is why we like Lever’s use of ‘Get a Demo’ for their CTA. It adds a sense of immediacy to the process – click now, get it now.
Sometimes, one CTA is not enough to capture all audiences. That’s what Domino’s figured out when they decided to address their visitors with two options – get your pizza from us, or we bring your pizza to you. The great thing about these two buttons is that they also use the most simple and straightforward phrasing to prompt action. While CTAs almost always rely on a verb, the invitation to choose between ‘Delivery’ and ‘Carryout’ is so clear that no verb is needed.
No need to search for a navigation menu and then look at a long list of links that appear through a drop-down-menu. Patagonia gives you the main categories straight away: Shop for men, for women or for the little ones. This is a terrific way to streamline the shoppers towards their desired products. But it also directs them towards a broad enough category where they will find not only what they were looking for, but even more recommended products.
Coffee enthusiasts are a niche target audience that appreciate refined products and services. Bellwether captured this audience’s motivations very well in their choice to use the CTA ‘Reserve Your Roaster.’ For one, this line helps potential clients to imagine that the roaster is already their own. In addition, it suggests that the roaster is a rare find, a select product that is not available to the mass public. Be smart and reserve it now, their CTA implies, inviting their audience to join an exclusive club of coffee lovers.
We all want to take up healthy hobbies and activities like yoga, but many of us need some extra encouragement. Yogaglo’s CTA gives their visitors that subtle nudge that they need to make up their minds. The ‘Start Your Free Trial Today,’ corresponding just perfectly with the rest of the homepage design, tells visitors that today is the day they start to do good for themselves.
This animals’ rights organization makes an offer that their site visitors simply cannot refuse. Prompted by the question: ‘Do you believe every animal deserves a safe and loving home?’ Visitors have but one choice and that is to click ‘I agree.’ It’s a spectacular way to greet people and get them excited about the organization’s message and its work. Clicking the button does not commit visitors to any specific action, but it certainly frames their visit as a mission to help animals.
Keeping CTAs simple and direct is always a smart move. Convoy follows that rule of thumb successfully in highlighting their two main services with two prominent CTA buttons: One offers to ‘Ship Freight with Convoy,’ the other to ‘Haul with Convoy.’ At the background of these buttons, visitors see a scenic highway where the traffic flows smoothly, fine-tuning the company’s branding as a reliable, quick and efficient trucking company.