What a Clickbait Ad Can Teach Us About Writing Calls to Action

October 10, 2026  •  4 min read  • 

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The following image from a clickbait ad caught our attention recently. We'll skip what they were pitching, but there is a valuable lesson for marketers in the picture.

Calls to action are common on websites: "Buy Now," "Schedule a Consultation," or "Request a Quote." While these CTAs can generate leads and sales, they can also scare off first-time visitors who aren't ready to commit.

Seeing a CTA painted across a storefront (albeit a fictional one in this case) is an unexpected but, perhaps, very effective placement. This one in particular is as low-pressure as it gets. All it asks is that you take a quick look.

Look at the overhead sign in this photo: "Check if your car brand is on this list." Farther back on the garage wall, a tall board lists a dozen specific domestic makes.

As drivers pass by, that sign is sure to trigger immediate curiosity: "Wait, is my car on that list?"

If you see your brand, one thing is likely to stick in your memory: "This shop services our make of car." But often, that's enough. No need to instruct readers to call, click, or buy anything.

Here's why this CTA approach can work well for websites, too:

• It asks for a micro-commitment: Scanning a list takes almost no effort and carries no risk.
• It hooks and filters at the same time: Owners of listed brands make a mental note, while everyone else can move on without wasting time.
• It lowers first-time buyer friction: It doesn't demand that you book a service appointment on the spot; it simply invites engagement.

The Same Principle Works Online

Big brands use variations of this same idea all the time: Instead of immediately asking visitors to make a purchase, they give them an easy way to explore, compare, or find something relevant to their situation.

The important distinction here is that a good low-friction CTA isn't simply a weaker version of "Buy Now." It gives the visitor a useful reason to take that first small step -- "Just keep us in mind when you need our products or services."

How Can You Use Low-Friction CTAs for Your Business and Website?

Not every potential customer is in a buying mood today. Some are just researching. If your only CTA is "Contact Us Now," you'll turn off prospects who need just a gentle nudge.

Real-World CTA Ideas

Here are a few engaging, low-commitment call-to-action examples that can apply to almost any small business:

• Home Painters & Landscapers: "See when we'll be in your neighborhood next." (Links to a project map or calendar -- helping consolidate travel for the crew while offering neighbors a discount for booking within that window.)
• Restaurants & Cafes: "Check tonight's off-menu specials." (Gives regulars and passersby a quick reason to check in without forcing a reservation.)
• Roofers & HVAC Techs: "See if your home qualifies for a free seasonal inspection." (A simple ZIP code checker can turn curious homeowners into warm leads.)
• Professional Services (accountants, web designers, consultants): "Check if your business qualifies for the new tax credit." (Replaces the heavy "Book a Consultation" directive with instant, useful insight.)
• Family-Focused Churches: "Arrive early for free espresso while we get your kids checked in for classes and activities." (Turns a potentially stressful part of the visit into an attractive reason to arrive early.)

By lowering the hurdle for that very first interaction, you give casual browsers a reason to engage long before they're ready to make a bigger commitment.

The Takeaway: Sometimes the best CTA doesn't ask for a sale -- it piques curiosity, delivers a simple, easy-to-understand message, and stays memorable until the customer is ready to buy.

What low-risk, engaging call to action could you test on your website this week?