In the classic 1992 film Glengarry Glen Ross, Alec Baldwin performs a hard-hitting monologue (with most of the “hits” coming from his rather sweary vocabulary) as he tries to inspire a group of real estate salespeople to up their selling game. He uses the acronym “ABC” to drive his (profanity-filled) point home: Always Be Closing. In other words, to be successful you have to ask for the sale and do it effectively.
Your landing page experience likely won’t include rude language (unless that’s how you roll?), but it should include calls to action (CTAs) that encourage customers to take action. With the right copy, design, and placement, you can motivate visitors and potential customers to make a move and, ultimately, get the results you’re looking for.
Ready to start creating effective CTAs for your landing page? Let’s get started.
Emily is a freelance writer and content marketer from Toronto. She helps tech companies and startups develop awesome content for their blogs, websites, and social media. When she’s not writing or thinking about writing, Emily can be found chilling on her yoga mat, loitering in bookstores, or exploring the city with her super cute (and super spoiled) corgi, Wilbert.
Paul is a writer on Unbounce’s content team who lives and breathes storytelling. (It’s like oxygen but with better plotlines!) Ask him what he’s up to at any given moment and you’ll get answers ranging from folding paper dragons (y’know, origami) to catching up on the latest cool tech, and finding other ways to channel his inner geek.
A call to action is exactly what it sounds like: you’re literally calling on your audience to take a specific action. This might be clicking a “buy now” button on a sales page, filling out a lead generation form to download a free ebook,” or asking them to sign up for a free trial.
Calls to action can serve as the final step in the conversion process. After the rest of your awesome landing page experience has attracted the visitor’s attention, aroused their interest, and made them want what you’re offering, the call to action is the last, crucial step that gently nudges them towards actually taking the action you want them to take.
What happens if you don’t have a good call to action on your page? Well, despite all the great work that the other elements of your landing page have done to bring your visitor along the conversion funnel, without well-designed CTAs your customers will make like a rubber ball and bounce.
And nobody wants that. (Especially us—there’s a reason we’re called Unbounce, after all.) So let’s explore how to do CTAs right.
How to write an effective call to action
Knowing the elements that make for a truly compelling offer (and understanding why they work) is the first step to crafting the perfect CTAs for just about every use case.
So, what makes a CTA effective? Let’s start by looking at some of the hard-and-fast rules for creating irresistible calls to action.
1. Grab the audience’s attention
Before you can persuade a visitor to do anything, they need to first notice the call to action. Use a combination of font, design, and placement on the page to ensure your CTA button or form jumps out from the rest of the content—even during a quick skim.
2. Make a single, specific request
Your CTA is not the place to play hard to get. Instead, tell readers exactly what you want them to do. Though there are various ways to use calls to action, the general rule is that it should align with a single conversion goal at the center of your campaign.
3. Tell them what comes next
Use plain language to set expectations and tell users exactly what they’ll get from clicking. People are less likely to click on a link if they don’t know where it’s taking them, so be clear on what the next step will be—whether it’s a pricing page to “compare phone plans,” an account creation page to “start your free trial,” or a registration form to “join [your] community.”
4. Motivate readers to click
Use action-oriented language that focuses on results. The basic approach is to include action verbs (like “get,” “download,” “start,” “reserve,” and “grab”) to build momentum. You can also experiment with first-person point-of-view (“Give me my deal”), positive affirmations (“Yes, I want to 10X my ROI”), and creating a sense of urgency (“In limited supply. Claim yours today!”).
5. Optimize and test
Sometimes the best approach to writing calls to action is to test out several variations. When it comes to optimizing copy, a call to action is one of the easiest things to swap out (and even small changes can make a big impact on your conversions). Smart Traffic uses AI to analyze your visitors and automatically display the most effective CTA to each person.
The different types of CTAs and how to use them successfully
There are several different types of CTAs you might leverage at different points of your marketing funnel. Everything from your campaign goal to your audience awareness should influence how you write calls to action for your sales pages, landing pages, and lead generation forms.
These examples of CTAs are the most common types marketers need to master:
Lead generation
A lead generation call to action helps identify viable leads. Whether the prompt is to download a piece of gated content, register for an upcoming event or webinar, or request a quote from the sales team, lead generation CTAs nudge leads to raise their hand and share details that help qualify them.
Click-through CTAs
In many cases, lead nurturing campaigns feature call to action buttons designed specifically to get viewers to click. This could be part of an email campaign, a social media ad, or a landing page, but the aim is always to boost product awareness (“Get a sneak peek at our upcoming release”) and aid discovery (“Click to learn more about this awesome gadget!”).
Sales and signups
In the right place at the right time, calls to action can fuel sales and convert leads into customers. That means targeting leads who are ready to “buy now”—like those who click through to your sales landing page—and using action-oriented language. This applies to account creation (perhaps for a trial, paid account, or freemium version of the service) and ecommerce checkout pages. (Want to learn more about how ecommerce brands are using landing pages to drive sales? Check out 27 ecommerce landing page examples to maximize sales in 2023.)
Click-to-call buttons
Rather than filling out a form or collecting data about leads, a click-to-call button gives prospects a direct line to reach your team. Not only is this convenient, but click-to-call CTAs can be combined with A/B testing and call tracking to boost lead generation. (For an example of just how well this can work, check out how clever call tracking helped this agency get 219% more leads.)
Social engagement
Brands that successfully promote their products and services on social media use calls to action to drive engagement. By asking viewers to follow, share, like, comment, or smash that subscribe button, you can broaden your reach, increase your following, and build relationships with potential customers.
An important question to keep in mind: What’s the single, most important action you want your potential customers to take at this point in their conversion journey? Try to narrow it down—your landing page or marketing campaign is most effective when it’s built around a single conversion goal. That conversion goal is represented on the page as a call to action.
In other words, don’t throw a bunch of options at the reader. Keep your eye on the (single) prize, and your potential customers will, too.
Next, we’ll explore the most popular use cases using real-world call to action examples from Unbounce customers.
15 kick-butt call to action examples
Unbounce customers are using CTAs to drive customer actions across a range of industries and use cases. Use these great CTA examples to inspire your next CTA, or A/B test ‘em against one that’s not doing so well.
The call to action examples shown below are divided into the following types:
CTA examples that combine strong copy with good design
It’s a simple equation: (good copy) + (good visuals) = (good CTA). Here are some examples.
The Listings Lab | “Fill your calendar with appointments” (gated content)
Here’s a call to action example from The Listings Lab that reminds us CTAs don’t exist in a vacuum. Even the smartest CTA button copy doesn’t work magic without an assist from a strong headline, supporting copy, and visual cues. Not only is the button itself designed to stand out, but there’s literally an arrow directing readers from the small print to the CTA.
Image courtesy of the Listings Lab.
Why this approach is effective
By promising to show real estate agents how to “fill [their] calendar with appointments” without “working more hours,” the Listings Lab creates some serious incentive for agents to “get [their] free download.” (Alec Baldwin’s character from Glengarry Glen Ross would probably approve.)
Plus, the headline serves as a clever way to qualify leads by speaking directly to agents who are “stuck at 6-figures.”
Well-written copy is an essential part of every CTA ( says the writer), but design elements also play an important role in establishing an enjoyable experience. On this Procurify page, when the visitor hovers the mouse cursor over the CTA buttons or taps the button on a touchscreen, the arrow inside the circle “lights up.” This makes the page feel responsive and gives the visitor the sense that something is actually happening when they click or tap.
Why this approach is effective
Sometimes it’s the little things that can make a difference.
By adding a small interactive design element to their CTA buttons, Procurify makes the landing page experience feel more engaging. It’s basically a small reward for performing a desired action, like giving your dog a treat for doing a trick properly (but without all the doggy drool).
Indochino: “The tailor is in” (appointment booking)
Image courtesy of Indochino.
By letting visuals of their suits do much of the selling, Indochinoshows potential customers what they can aspire to, rather than telling them why they should book an appointment. In this context, their approach makes sense. Afterall, Indochino doesn’t sell one-size-fits-all clothing—but they do aim to make all of their customers look their best.
Why this approach is effective
The call to action itself (a basic, “Book an appointment”) comes across as more of a low-pressure invitation than a marketing move.
However, they also sweeten the incentive and create a minor sense of urgency by mentioning that booking your appointment by a certain date will enter you into a draw for a “perfectly tailored wardrobe.”
CTA examples that do more with less
Sometimes simpler is better, like you’ll see with these CTA examples.
CloudSpot | “Get your app” (app download)
Image courtesy of CloudSpot.
In this example, CloudSpot uses a lead magnet to attract potential customers, build an email list, and drive app downloads. The entire page is perfectly catered to their target audience (wedding and portrait photographers), which immediately tells leads that they’ve landed in the right place.
Why this approach is effective
The call to action is written with the audience in mind. By encouraging readers to “Get YOUR App” instead of “Get OUR app,” CloudSpot cleverly places further emphasis on the reader and draws them into the page.
Plus, by promising to help photographers “replace awkward, unnatural moments” with more flattering poses, the benefits are clearly stated in terms related to the audience’s pain points.
Moona | “The science” (information resource)
Image courtesy of Moona
Moona knows that sleeping on a cool pillow is the best, but some page visitors might need to be educated about the benefits of the Moona pillow-cooling system. An explanation of the science behind how temperature regulation can improve sleep helps visitors not only understand but also feel why this product is for them.
This CTA starts off with copy that makes a bold, attention-grabbing statement (“A cool head means better sleep”), then invites the visitor to click through and dive into the science with a simple, yet clear CTA button message that identifies what the visitor will see next: “The science.”
Why this approach is effective
In the most effective CTAs all the elements work well together, creating a cohesive message that informs, convinces, and spurs the reader to action. This CTA accomplishes that well by setting up a strong expectation (which is aided by the image of the person peacefully enjoying some ZZZs), then clearly identifying the next step.
Waldo Contacts: “Get ready to see happiness” (free trial)
Image courtesy of Waldo.
The secret to good copywriting is balancing cleverness with clarity. It’s not always an easy balance, but Waldo’s tagline “Get ready to see happiness” is both cute and concise, making it perfect for this contact lens subscription service—especially when paired with a straightforward benefits statement and a direct CTA.
Why this approach is effective
This call to action example by Waldo effectively drives website visitors to start a free trial because even though the tagline leans towards clever, the call to action button itself is 100% clear about the reader’s next step (“Start your free trial”).
CTA examples that bend the rules, but do it well
Ever heard the quote “Learn the rules like a pro, so you can break them like an artist,” (which might or might not have been said by Pablo Picasso)? Well, even if the creators of these CTA buttons never heard of that, they’re certainly channeling the spirit of it.
Sourcebooks: “Enter to WIN a signed copy!” (Contest entry)
Image courtesy of Sourcebooks.
Sourcebooks used this landing page to attract leads interested in winning a signed copy of The Similars by Rebecca Hanover. The contest served two valuable purposes: to get people excited for the book (and boost future sales from those who don’t win a free copy) and to build a targeted list of potential leads (by collecting contact info from those who are most interested in this particular genre and author).
Why this approach is effective
Although we typically don’t recommend CTA buttons that simply say “submit,” in this case the heading encourages readers to fill out the form (“Enter to WIN a signed copy!”) so it might still be effective. It’d be worth testing out more actionable copy on the button itself (like “Sign me up!” or “I want to win!”) to see how it impacts conversions.
The round button in the top left corner presents a second, competing call to action (“Click here for an excerpt”). Interestingly enough, this strategy also goes against conventional advice, which would be to focus on one call to action per page to prevent diluting your conversions. However, it works well in this use case because the main CTA is not related to a purchase and because the secondary CTA is an option to preview an excerpt from the book—which actually adds value to the main action of entering the contest, rather than competing.
Athabasca University: “Let’s get you started” (program registration)
Image courtesy of Athabasca University.
Athabasca University uses landing pages like the one above to drive enrollment for online courses. In this case, they use a soft CTA above the form to get visitors to fill it out. Like we mentioned in the Athabasca University example above, although “submit” doesn’t usually make for the best button copy, the clear simplicity of it works well here.
The heading “Let’s get you started…” is less of an order to do something and more of a supportive pat on the back. This tells prospective students, right from the get-go, the school is ready to provide support and help them achieve their goals.
Why this approach is effective
The biggest lesson here is that writing for your audience and speaking to their needs is more important than blindly following any hard and fast rules for call to action writing. If you’re looking to improve your conversion rate for signups or account creation, check out some more of our tips for creating signup pages that convert.
Awayco: “Free the funk” (equipment rental)
Image courtesy of Awayco.
The use case for this example is a bit different, so the approach is a bit different, too. Awayco is an equipment rental company for surfers and other outdoor enthusiasts. The call to action changes a bit throughout the page, ranging from “Free the funk” to “Book the board” to “I’d like to ride that.” It’s this last one, in particular, that’s interesting because rather than simply asking visitors to do something, Awayco is putting words directly into their mouths—and potentially putting ideas into their heads.
Why this approach is effective
Trying out different calls to action is kind of like A/B testing within a single landing page. (If you have a heatmap set up on the page, you can see which one visitors click more often.) But more importantly, the variety of CTAs give Awayco more opportunities to play with language and show their audience that they’re on the same, ahem, wavelength.
CTA examples that use the rule of threes
For some inexplicable reason, people are attracted to lists of items in threes, like “blood, sweat, and tears” or “snap, crackle, and pop.” A similar principle can apply to CTAs on a page.
Shoelace: “Download the deck” (free download)
Image courtesy of Shoelace.
As a Good Witch once said, if you want a wish to come true you must repeat it three times (I’m paraphrasing here).
Why this approach is effective
By repeating the exact same call to action three times throughout this landing page (“Download the Deck”), Shoelace keeps the desired action top of mind and reinforces the visitor’s next step at the end of each benefits section. It also keeps the CTA buttons conveniently within reach, so the visitor doesn’t need to scroll far to reach a button—something that’s especially important on mobile.
We also love this example simply because the landing page and call to action design both embody the pop-art animated aesthetic of the brand perfectly—and you can bet the deck matches it as well.
ClaimCompass: “Claim your compensation” (clickthrough)
Image courtesy of ClaimCompass.
Much like the Shoelace example above, ClaimCompass drives home the audience’s goal by repeating the call to action three times.
Why this approach is effective
ClaimCompass switches up the wording for each CTA in an attempt to match the reader’s intent.
They start off with the most forward phrasing at the top of the page (“Claim your compensation”) and tailor the next call to action to readers who are scrolling further for more information—perhaps because they’re unsure if they qualify (“Check if your flight is eligible”). At the very bottom of the page, ClaimCompass ends with the most urgent version of the call to action (“Check your flight now”) to re-engage leads who have scrolled to the bottom.
Bonus tips to keep in mind (+4 more call to action examples)
If you’re still searching for inspiration, there are plenty of awesome call to action examples out there in the wild. Here are a few lessons you can learn from big-name brands.
Match the messaging to your product
At first glance, there’s not a lot going on here on this Wealthsimple page, and that’s a big part of what makes this call to action example worth showcasing. The three-word headline and straightforward messaging explain exactly what the product does in the simplest way possible. Not only is this plain old good copy, but the simplicity is also a nod to just how easy it is to “get started.”
Why this approach is effective
This page appeals to those who don’t want to make their own investing choices or actively manage their funds. The clean, simple design and basic language mirror the hands-off user experience offered by this platform. The minimalist messaging aligns with their easy onboarding and low-touch product experience.
The biggest lesson from this example? Keep your page design and call to action minimalist for low-touch products. Or, to apply this more generally, match the messaging to your product and audience pain points.
Use two-step user flows to gauge (and grow) commitment
Glo shows off a great example of how different CTAs can be used at specific points in the customer journey to build momentum and investment.
When leads first visit the page above, they’re invited to start a 15-day free trial. Rather than taking those who click “Try us free” straight to the sign-up page, leads are redirected to a landing page designed to learn more about them.
Why this approach is effective
Everything about this user flow is designed to increase adoption and retention. By inviting prospects to customize their practice (with a casual, non-committal “Sounds good,” no less), Glo is taking advantage of leads’ interest and drawing them deeper into the app experience before they’ve even taken their first class.
Of course, those who click “No thanks” are simply redirected to complete registration. But if you do decide to “design your unique practice,” you’re telling Glo about your skill level and class preferences—which not only gets you more invested in using the app, but also allows them to provide custom recommendations and keep you engaged with relevant messaging.
Nip objections in the bud
We’re highlighting this Honey page because it’s such a simple, smart example of catering directly to your ideal audience. In this case, the target customer is budget-conscious, which is why they’re interested in the product in the first place. They’re looking for savings and likely wary of hidden fees or extra expenses. That’s why the button doesn’t just say “Add to Chrome.”
Why this approach is effective
By clarifying that Honey is free to download, the call to action provides extra context and pre-emptively addresses the most relevant customer objection: the cost (especially for a coupon-finding extension).
Play up customer FOMO
How often do people “reserve” shoes before they’re available? Most of us probably don’t—at least, not outside of a compelling Kickstarter campaign. Yet, that’s exactly what Vessi is encouraging website visitors to do in this unconventional CTA example.
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Why this approach is effective
Vessi taps into consumers’ “fear of missing out” (FOMO) by urging them to pre-order (or “reserve”) a yet-to-be-released sneaker style. This not only builds excitement and creates a sense of exclusivity around the product, but also motivates shoppers to commit to a future purchase.
In this case, the CTA appears on the homepage to draw attention and send more traffic to a specific store page. You can achieve the same effect by using popups and sticky bars to add clickable CTAs to your website or landing page. Best of all, popups and sticky bars make it easy to experiment with different CTA language, placement, and design to see what clicks (and encourages clicks)—without making changes to the rest of your copy.
Do more with landing pages that inspire action
A compelling call to action is a key part of effective marketing. In fact, you might say it’s the key. After all, there’s no action—or conversion—without a call to act. It’s your opportunity to ask readers to take a specific action and frame it in a way that speaks to your audience’s needs.
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