1. Free Offers and No-Obligation Actions
Examples: free trial, demo, downloadable content, consultation, webinar, or samples.
Samples:
- "Start Your 30-Day Free Trial--No Strings Attached"
- "Try Free for 30 Days! Pay Only If You Keep It"
Call-to-Action Examples and Case Studies
Long before websites existed, TV infomercials were perfecting many of the techniques that drive today's website Calls-to-Action (CTAs).
Infomercials were designed to grab attention, generate interest, demonstrate product benefits, feature testimonials, and create urgency. Plus, they were providing data-driven, measurable results -- just like today's CTAs.
May 7, 2025 • 6 min read
Why Calls-to-Action Are Important for Your Website's Success
CTAs are a crucial consideration when designing, maintaining, or improving any website or marketing campaign.
As shown in the CTA case studies later in this post, strategically written, designed, and placed CTAs--like well optimized headlines--can make the difference between a site that sees little to no interaction versus one that actively engages customers, and encourages them to connect with your brand, make purchases, or contact you.
Below are 7 powerful examples to jumpstart your CTA creativity. Feel free to mix and match the offers and other elements of your CTAs. Experiment and track what works best for your business!
Strategic CTA Approaches
(with Examples)
You can create CTAs for all sorts of desired responses.
What would you like your visitors to do? (Images Source: NYTimes):
▲ "Sign-up for subscription"
▲ "Read other suggested articles"
Experiment With These 7 Calls-to-Action in Your Pages and Posts
2. Urgency and Scarcity
Examples: limited time, same-day shipping or service, clearance, or low inventory.
Samples:
- "Buy Now and Start Sleeping Better Tonight"
- "Only 3 Left! Order Now"
3. Build Leads and Collect Information
Examples: newsletter signup, request info, early access, or join community.
Samples:
- "Sign Up for Weekly Deals (No Spam, We Promise)"
- "Request a Call Back from One of Our Experts"
- "Join Our 22,000+ Newsletter Subscribers"
4. Invite Engagement and Interaction
Examples: Call now, schedule a callback, request a quote, live chat, message us, or ask our experts a question.
Samples:
- "Schedule Your Free 15-Minute Consultation"
- "Please Tell Us About Yourself"
5. Leverage Social Proof and Community Engagement
Examples: Read testimonials, follow on social media, leave reviews, referrals, or join forums.
Sample:
- "Refer a Friend, Get $10 Order Credit"
6. Reminders and Re-engagement
Examples: abandoned cart or return to checkout.
Sample:
- "You Left Something in Your Cart"
- "10% Off if You Still Want This Item"
7. Promote Upgrades and Value
Examples: Upgrade now, compare plans, bundled items, or quantity discounts.
Sample:
- "Purchase Annual Subscription--Receive 2 Additional Months Free"
Like classic Julia Child cooking shows, well-crafted CTAs can position you as a trusted authority.
'How-to' guides, checklists, podcasts, and videos are among the most effective CTA formats online.
They help expand your reach, build trust through expertise, and promote products or services.
Need help crafting a strategic CTA campaign? Call the Joe Web site design pros in Asheville: 828-551-9761.
CTA Optimization Quick Tips
(Drawn from our CTA Best Practices post)
- Keep CTAs clear, concise, and action-oriented. Phrases like "Get Started," "Buy Now," and "Claim Your Offer" encourage visitors to take action.
- Use contrasting colors or buttons to make CTAs stand out. Visually distinct buttons attract attention and increase click-through rates. Any CTA images should load quickly and look professional.
- A/B test your CTAs to find the most effective language, design, and placement. Continuously optimizing CTAs helps phase out underperforming CTAs and boost conversions.
- Be specific! The more specific your CTA, the better the chance of conversion. Including your page's SEO keywords in the CTA can boost your search rankings and increase the offer's perceived value. For example, "Receive Our Free 'Top 10 SEO Tips' Newsletter (Emailed Every Monday Morning)" is far more compelling than a generic "Sign Up."
CTA Testing--Case Studies
CTAs provide the perfect opportunity for experimentation and testing. So, it's easy to find case studies published online, like the examples listed here. (But it is important to conduct your own testing! Results tend to vary depending on the types of visitors and website category.):
Text Changes
- Before: "Submit"
- After: "Get Your Free Guide Now"--Focuses on the benefit and creates urgency.
- Result: Increased click-through and conversion rates.
- Example Statistic: Using action words in CTAs can deliver an increase in conversion rates of 122% (Medium).
- Example Statistic: Changing "Start your free trial" to "Start my free trial" saw a 90% increase in click-through rate in one ContentVerve case study (Source: Saleslion).
Color Changes:
- Before: Grey button blending with the background.
- After: Contrasting bright color (e.g., red, orange, or green, depending on the brand).
- Result: Increased visibility and clicks.
- Example Statistic: Red CTAs can boost conversion rates by 21% compared to green CTAs (Source: HubSpot).
Size and Shape Changes:
- Before: Small, rectangular button.
- After: Larger, more prominent button, potentially with rounded corners.
- Result: Easier to see and click, especially on mobile.
- Example Statistic: Rounded CTA buttons can receive 17 to 55% more clicks than buttons with sharp angles. (Source: WordStream).
Placement Changes:
- Before: CTA hidden below the fold.
- After: CTA prominently placed above the fold or at the end of relevant content.
- Result: Higher visibility and engagement.
- Example Statistic: Placing the CTA button at the end of a product page can increase conversions by 70% (Source: WiserNotify).
Adding Urgency/Scarcity:
- Before: "Learn More"
- After: "Limited Time Offer--Learn More Now!"
- Result: Increased click-through rates due to FOMO (Fear Of Missing Out).
- Example Statistic: Adding urgency to CTAs can increase conversion rates by 332% (Source: WiserNotify).
Ready to see the benefits that well-optimized CTAs can make for your website?
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