You’ve got a good-looking website. You publish engaging and entertaining emails to targeted audiences. You even have catchy social media ads! But are your potential customers clicking and converting? 

If not, you may need better call to action ideas. A call to action, also known as a CTA, tells your customer what you want them to do next and makes that action as easy as possible.

CTAs should be simple, but there’s an art to them. This article covers everything from “what is a call to action” to the best practices for industries and platforms. Read on for pro tips, helpful examples, and advanced strategies.

What is a call to action in digital marketing?

A call to action (CTA) is a clear request designed to prompt the audience to take a specific action, such as making a purchase or subscribing to a newsletter.

They simplify the decision-making process. Too many choices lead to hesitation, and often, no action at all. Simplified CTAs prevent this by providing clarity and focus.

Modern call to action ideas go much farther than simple text links. They make use of dynamic, visually engaging elements on every platform.

Types of CTAs

Call to action ideas come in various forms to suit different contexts and objectives. Choose the format that suits your particular invitation.

Call to action buttons

Call to action buttons are a staple of digital marketing. When well-designed, they demand attention.

A call to action button is a clickable graphic, often with a rounded button-like shape. Colors and bold text help it stand out from the rest of the page.

You might see CTAs at the top of landing pages, beneath product descriptions, or as standalone elements mid-scroll. They guide users toward simple actions like subscribing, shopping, or downloading content.

Look at Constant Contact’s header. There’s an orange “Start Trial” button in the upper right-hand corner. The vibrant color draws the eye, and the placement keeps it always visible to users.

Constant Contact website header with a Start Trial button.
Constant Contact’s website header has an always-accessible CTA button that’s easy to spot. Image source: Constant Contact.

Choose colors that pop and keep text short with a large font that can be read at a glance. Quick, action-oriented phrases like “Buy Now” and “Subscribe” work well. 

Buttons are ideal for scenarios where you’re pushing for immediate, simple action. Use them:

  • On landing pages to spotlight a primary offer
  • Beneath product descriptions to drive purchases
  • Within emails to link users to exclusive deals

Text hyperlink calls to action

Text hyperlink CTAs are more subtle. They drive traffic and engagement within written content, blending into the text and providing the next step.

Embed text hyperlinks in relevant sentences to nudge readers toward related pages without disrupting the flow of the content.

Anchor text (the clickable part of the hyperlink) is crucial for both user clarity and search engine optimization (SEO). Use specific anchor text rather than vague phrases like “click here.”

For example, Constant Contact blog writers know their readers have different needs. That’s why our call to action ideas include helpful links to app features or additional resources like related articles.

A snippet from a Constant Contact blog post highlighting an in-text hyperlink.
The Constant Contact blog directs readers connected to digital marketing agencies to a relevant resource without bringing the article to a complete halt. Image source: Constant Contact.

Plain text calls to action

Sometimes, a button or hyperlink doesn’t make sense. Plain text CTAs are perfect for offline actions or scenarios where you’re guiding readers to take manual next steps.

These CTAs work best when driving action beyond the screen. For example:

  • Encouraging readers to call a phone number
  • Inviting users to visit a local store
  • Listing instructions for mailing in a form

Consider playing with bold text or placing the CTA in a separate paragraph to make it stand out.

Visual and interactive CTAs

The human brain processes visuals faster than text, so incorporate imagery into your call to action ideas.

Think about pairing visuals with text, such as layering “Shop Our New Collection” over a product photo. Then, make the entire graphic clickable.

Movement grabs the eye. An animated button that changes color or grows when hovered over attracts clicks. Just make sure animations are smooth and purposeful. Overuse can distract rather than engage.

An interactive call button with a blue background.
This call button would be hard to miss. The animation is complex but not jarring. Image source: Hanuf Dail via IconScout.

Don’t forget to incorporate CTAs into your videos. You can add a clickable overlay for people unlikely to watch until the end and meet dedicated viewers with end screens that invite them further into your sales funnel or community. “Subscribe for More” is always popular, as is “Shop Now.”

Why do CTAs matter?

CTAs play a role in business outcomes and the user experience. Clear, intuitive guidance can make the difference in your marketing’s return on investment (ROI). It encourages short-term purchases and makes it more enjoyable for people to engage with your brand, enticing them to come back for more.

The business value of strong CTAs

Powerful call to action ideas transform online visitors into engaged prospects. A visitor might enjoy your website but leave without connecting further. A CTA bridges that gap.

Conversion rates vary, and strong, well-placed CTAs can improve yours. Take search ads — the average conversion rate ranges from 2.53% to 12.96%, depending on the industry, and the results for individual businesses vary even more. An effective CTA makes users more likely to click, boosting your conversions.

Test different options to find one that helps your ROI. For example, changing “Submit” to “Get My Results” ties the action to an immediate reward.

CTAs can be single buttons or full series that align with a user’s intent and move them further down the sales funnel. E-commerce brands often follow up on an “Add to Cart” CTA with invitations to “Proceed to Checkout” or “Continue Shopping.”

Customer journeys can span channels, too. Integrate social media with email messaging to create a holistic experience for your customers. This could include using social media to promote email subscription and then offering a special offer to newsletter recipients.

The user experience perspective

CTAs simplify the user experience. Instead of overwhelming your customers with choices — and risking decision fatigue — you can cut through the noise and help users navigate your content.

A clear and consistent CTA design creates and fulfills expectations. Your website should benefit from a lower bounce rate, longer session durations, and higher click-through rates.

The psychology of the click

Telling people what to do takes finesse. You don’t want to sound pushy, but you can’t be so subtle that your message gets overlooked. This is where psychology plays a role.

Creating an irresistible CTA is about reducing friction. Your goal is to make the customer’s path smoother rather than to shove harder. Sometimes, a small but perfect nudge is all it takes.

Motivation and decision triggers

Appeal to your audience by inviting their curiosity, trust, or anticipation.

Curiosity gains extra power when it’s combined with the fear of missing out (FOMO). No one wants to feel left out. Let people know you have limited supplies or that an offer is about to expire.

Show them how others have benefited from your products or services. Incorporating testimonials, reviews, or relevant statistics builds confidence in your brand.

Another approach is to get people daydreaming about the benefits they’ll receive. Call to action ideas like “Get Your Free Guide Now” give people a concrete vision.

Color and contrast in CTAs

Color psychology is the study of how different hues evoke different emotions. Common associations include red with urgency, green with growth, and blue with calm and reliability.

These associations lead industries to rely on color palettes appropriate to what they offer. Check out this set of CTAs from the Bank of America.

A trio of Bank of America services with color-coded CTA buttons. Each service features a related stock image.
The Bank of America uses color psychology to instill a sense of urgency (red) or confidence (blue) based on the specific CTA. Image source: Bank of America.

Financial services lean on blue to build trust, but some money decisions lend themselves to feelings of urgency. Bank of America serves up several red CTAs related to short-term financial decisions, followed by a calm navy CTA for those thinking about long-term investments.

Both the red and the blue stand out against the white background and play into the Bank of America’s patriotic branding.

Contrast is important. CTAs should stand out and grab attention. If a user has to search for a CTA, that adds friction and reduces the chance of a conversion.

Take Constant Contact’s homepage. A big orange button at the center of the page demands attention. This encouragement toward a “Free Trial” grabs the attention of casual browsers. There’s also a smaller “Buy Now” button that caters to those ready to skip the free offer and commit.

A Constant Contact homepage pop-up with a call to action to sign up for a free trial.
Constant Contact’s homepage grabs attention with a bright orange CTA button. Image source: Constant Contact.

There’s no need to guess what will work. A/B test different color combinations to find the one that resonates with your audience.

Language patterns that drive action

Ask any content writer: Words matter!

The way you phrase your CTAs plays a major role in their effectiveness. Here are a few pro tips:

  • Use power words: Certain words pack a punch, such as “now,” “proven,” or “exclusive.” Claim their power for your CTAs.
  • Experiment with perspective: Think about the difference between the first and second person. Instead of “Sign up for updates,” try “Sign me up for updates.” The latter feels more personal.
  • Highlight urgency and scarcity: Tap into the fear of time or resource limitation. Phrases like “Offer ends today!” can motivate faster clicks.
  • Problem-solution framing: Start by addressing your audience’s pain points. Then, guide them toward a solution.

What to say in a call to action: 10 tips for writing CTAs that convert

Crafting an effective CTA is about creating a clear, engaging prompt that aligns with your brand and resonates with your customers. Follow these 10 practical tips for CTAs that deliver results.

1. Align with your brand identity

Your CTA should reflect your brand image and voice. Use language that connects to your audience’s emotions and fits your industry. A disconnect between your brand identity and your CTA makes it harder to build trust and encourage action.

2. Be clear and direct

Avoid vague or too-clever phrasing. A specific message like “Start Your Free Trial” works better than “Try It Today” because it sets clear expectations. If in doubt, test your call to action ideas with others for clarity.

3. Make it easy to spot

Take advantage of best practices for web and email design. Your CTA should stand out with strategic placement, contrasting colors, and surrounding white space. Don’t make visitors hunt for the next step. Instead, ensure your design directs focus exactly where it should go.

4. Limit options

Too many CTAs overwhelm users and create decision paralysis. Focus on one primary action per page or campaign.

5. Keep forms simple

Streamline your sign-up forms by sticking to essential fields. Long or complex content right off the bat creates friction for users. If you need more details, consider collecting them in later stages.

6. Optimize for mobile

CTAs must work on all devices. Ensure buttons are sized for touchscreens, placed where thumbs hover, and load quickly on mobile. Test across devices for a seamless, mobile-responsive experience.

7. Design with purpose

Your CTA should look appealing while staying consistent with your brand. Bold colors are useful, but they need to match the rest of your design. A cohesive CTA is more likely to convert.

8. Meet customer needs

Direct your audience where they want to go. Research their intent and craft CTAs that fulfill it. A bookstore might use “See Our Bestsellers” for browsers or “Buy Now” for readers ready to buy.

9. Measure performance

Track digital marketing metrics that indicate your CTA’s success. Monitor click-through rates and run A/B tests to fine-tune wording, colors, and placement. Continuous improvement keeps your call to action ideas effective.

10. Plan for different journeys

If your business serves multiple audiences, tailor CTAs to each group. Instead of a generic “Shop Now,” direct customers to categories like “Men’s Shirts” or “Women’s Accessories” for a personalized touch.

20 effective CTA examples by medium and industry

While best practices provide a good starting point, the platform you’re using will influence how to craft your CTAs. Learn what works for each medium with these call to action examples and strategies.

Email CTA examples

Maximize your email marketing conversion rates with the right CTA.

Viori: “Visit site”

A Viori ad featuring a product image, product highlights, and a CTA button to visit their site.
Viori hair products are all available on their site, making the CTA very simple. Image source: Viori.

Sometimes the simple approach works best. Viori adds a “Visit site” button to ads, encouraging users to click and explore.

How to use it in your marketing

If your goal is to introduce customers to your brand, a general CTA pointing to your homepage might be enough. Make the button’s design match your brand’s style.

PayPal: “Learn more”

A banner email ad for PayPal Working Capital with a stock image and a button to learn more.
PayPal Working Capital is a complex product, so “Learn more” is an appropriate CTA for this business. Image source: PayPal.

Complex services, like PayPal’s financial tools, don’t lend themselves to the hard sell. A “Learn more” button offers users the opportunity to educate themselves, building trust.

How to use it in your marketing

Use this type of CTA to link to resources, FAQs, or explanatory blog posts. It’s a softer approach that respects your audience’s need to learn before acting.

Lyft: “Refer a friend”

An ad from Lyft promoting their referral program with a CTA button at the bottom.
Lyft highlights its customer referral program with this call to action. Image source: Lyft.

Lyft focuses on customer loyalty with its “Refer a friend” CTA. Ride-sharing doesn’t always involve immediate action, so they pivot toward user growth. This strategy deepens engagement without pushing for an unnecessary sale.

How to use it in your marketing

Build a referral program that rewards loyal customers while encouraging new sign-ups. Keep the process streamlined by linking the CTA to a sign-up form.

Social media ad CTA examples

The right call to action ideas can turn casual social media scrollers into engaged customers.

Icy Hot Pro: “Learn more”

An Instagram ad from Icy Hot Pro featuring a model holding a pain relief cream.
Icy Hot Pro benefits from Instagram’s sponsored format, which initially doesn’t show the “Learn more” CTA to integrate into the news feed. Image source: Icy Hot.

Instagram’s sponsored ads blend into user feeds, and Icy Hot Pro uses this format effectively by delaying the appearance of the “Learn More” CTA. The subtle CTA makes the ad feel like a regular post.

How to use it in your marketing

Use seamless CTAs to share additional details about your product or service. Draw users in with appropriate visuals that resonate with your target audience, then pull them in with an informative next step.

Orangtheory Fitness of Belmar: “Get offer”

An Instagram ad from Orangetheory Fitness of Belmar promoting their free month bonus program.
Orangetheory Fitness uses graphic design to combine text and images that complement the CTA. Image source: Orangetheory Fitness Belmar.

Orangetheory Fitness keeps it straightforward with their “Get Offer” button. The ad combines an energizing photo of a gym session with a text overlay announcing the time-sensitive offer.

How to use it in your marketing

Short on copy space for your call to action ideas? Include key offer details within the ad visuals themselves.

Meow Wolf: “On sale now”

A Facebook ad from Meow Wolf Denver featuring multiple images of their Convergence Station art exhibit.
Meow Wolf, an art exhibit in Denver, designed its CTA differently with a text link instead of a button. Image source: Meow Wolf Denver.

Meow Wolf is an interactive, immersive art exhibit in Denver. Their ad relies on photos and name recognition to make an impression on users. Their strong branding makes it possible for them to link to the page on their website to purchase tickets rather than use a button.

How to use it in your marketing

Meow Wolf has more than one location, but this CTA social ad is locally targeted to people in the Denver area who enjoy art. You can use the same targeted approach by identifying your geographic demographic and creating a landing page for them.

Platform-specific social CTAs

Social media platforms offer unique tools and features that enable brands to engage their audiences and drive action. Use the best CTAs for each platform where your brand has a presence.

Facebook CTAs

Facebook provides a wide variety of native CTA buttons for business pages, posts, and ads. These buttons are one or two-word commands that suggest specific user actions, from visiting a website to booking an appointment.

A Facebook ad from Taut Haute Skin Clinic with a promotional video and a CTA button.
Taut Haute Skin Clinic suggests viewers book an appointment then and there. Image source: Taut Haute Skin Clinic.
How to use it in your marketing

One strength of Facebook’s CTA features is their flexibility. Pair these buttons with carousel ads, video content, or a standard post to see what resonates best with your audience.

Instagram CTAs

Instagram is a visual-first platform employing dynamic CTAs like swipe-up links and interactive stickers. These features feel native to the app and seamless within the scrolling experience.

An Instagram ad from Overtone Color promoting a restock with a bold product image and a button link.
Hair color brand Overtone Color utilizes eye-catching graphics and interactive Instagram Story stickers to encourage users to shop their products. Image source: Overtone Color.
How to use it in your marketing

Swipe-up CTAs allow businesses to direct users straight to landing pages with a flick of the finger. Use the feature to promote products, blog articles, or lead-generation offers while keeping the user engaged.

Twitter/X CTAs

Twitter/X thrives on real-time engagement. Tweets often act as micro-CTAs, with direct links or hashtags serving as jumping-off points for audience interaction.

A Twitter post from Manchester City sharing a video highlight from a recent football match.
The British football team Man City energizes its community by sharing game highlights on Twitter, encouraging celebratory reposts. Image source: Manchester City.
How to use it in your marketing

Consider sharing quick bites of content on your X/Twitter pages, whether that’s short videos, bold graphics, or short industry insights. The goal is to get your audience talking and build engagement momentum.

LinkedIn CTAs

LinkedIn caters to a professional and B2B audience. Popular call to action ideas contribute to networking, recruitment, and lead generation.

A LinkedIn ad from Fisher Investments featuring a stock image sharing a free resource as a CTA and lead magnet.
Fisher Investments demonstrates a common LinkedIn tactic — offering a free resource to download in exchange for a prospect’s contact information. Image source: Fisher Investments.
How to use it in your marketing

Take your LinkedIn CTAs to the next level with the platform’s lead-gen forms. These forms are pre-filled with the user’s profile data, making it easier for them to take that next step.

Website CTA examples

Tailor website call to action ideas to meet visitor needs and guide visitors through your sales funnel.

Cervantes’ Masterpiece: “Subscribe”

A website pop-up from Cervantes' Masterpiece asking users which services they'd like to hear about via email.
Before a visitor can see their home page, Cervantes’ Masterpiece offers a CTA to subscribe to a segmented email list. Image source: Cervantes’ Masterpiece.

The moment a visitor lands on the website for Cervantes’ Masterpiece, a musical venue, a pop-up prompts them to subscribe. This sign-up form is short and simple. It asks users to self-segment according to the news they want to receive.

How to use it in your marketing

Leverage pop-ups to demand attention and email segmentation to keep your audience engaged. By organizing subscribers based on their preferences, you can send targeted, relevant updates. This increases the likelihood that recipients will open and interact with your emails.

KOA: “Find a KOA”

The KOA homepage showcasing their Find a KOA search function.
With campgrounds located across the U.S., KOA’s call to action is clear: Find a campground, then make a reservation. Image source: KOA.

KOA’s website anticipates the needs of potential travelers. Their “Find a KOA” button allows users to check nearby locations and availability, making the booking process faster and more intuitive.

How to use it in your marketing

Simplify the user experience by streamlining and combining actions to help visitors skip unnecessary clicks. A time-saving CTA is convenient and encourages repeat interactions.

Call to action button ideas for different industries

Crafting effective CTA buttons depends on tailoring them to the needs and behaviors of your audience. Different industries require different approaches.

Ecommerce CTAs

For ecommerce businesses, CTAs should guide potential customers through the shopping experience, from product discovery to closing the sale.

Alo Yoga and Warby Parker, two fashion brands, utilize emails to reach shoppers at different places in their journey. Warby Parker invites readers to explore its products online or in person.

An email from Warby Parker showcasing their newest glasses collection and encouraging shoppers to purchase.
Warby Parker uses twin CTA buttons to appeal to both online and in-person shoppers. Image source: Warby Parker.

The same “Shop Now” CTA is more focused and urgent in Alo Yoga’s email. This message is a personalized prompt for a person who’s further down the sales funnel and has abandoned a full shopping cart. The email and CTA are laser-focused.

An email from Alo Yoga with three product images unique to the recipient.
The button’s language may be generic, but Alo Yoga offers a specific action to a specific reader. Image source: Alo Yoga.

Loyalty program-focused call to action ideas are another key area for ecommerce brands. Provide incentives for repeat customers to engage deeper with your brand by reminding them to earn rewards or claim exclusive deals.

B2B CTAs

B2B companies typically use CTAs as an essential part of their lead generation and nurturing strategies.

Buttons inviting users to download resources, like white papers or case studies, highlight the brand’s expertise and provide instant value. These are perfect for cultivating interest and engagement.

A Knotel email sharing a free resource as a CTA and lead magnet.
Knotel gives human resources personnel in the hotel industry — the exact market for its software — a free, proprietary report on changing work conditions. Image source: Knotel.

For prospects ready to take the next step, B2B brands can use CTAs that encourage the reader to schedule a consultation or demo.

An email graphic from MarkUp with a call to action to book a demo.
MarkUp offers a personal demo to enterprises thinking about adopting their platform. Image source: MarkUp.

Service provider CTAs

Service businesses rely on CTAs tailored to customer convenience and clarity. Appointment and booking buttons are a prime feature, making it easy for customers to reserve their slot.

A Valentine's themed email graphic from HotelTonight with a countdown to create customer urgency.
HotelTonight invites romantics to plan a special Valentine’s Day night and reminds them that the holiday is right around the corner. Image source: HotelTonight.

Local services can take advantage of call to action ideas that prompt potential clients to explore packages or receive a custom quote.

A Facebook ad from Legacy Roofing and Restoration featuring a graphic and a CTA button to get a quote.
Legacy Roofing and Restoration adds the button “Get Quote” to its Facebook ad, prompting users to contact the business. Image source: Legacy Roofing and Restoration.

Nonprofit CTAs

Nonprofit CTAs are all about inspiring people. Advocacy-focused CTAs use emotion and urgency to inspire action around causes people care about. The language should motivate and reinforce the mission, making every click feel meaningful.

Donation buttons create opportunities for supporters to contribute, while volunteer CTAs build connections with people ready to lend a helping hand.

Help potential donors and volunteers visualize the positive impact of a donation or the meaningful experience offered by your call to action ideas.

An email from Road Scholar highlighting donor impact and encouraging additional contributions.
Road Scholar pairs its ask with a list of ways the donation will make a difference. Image source: Road Scholar.
A Patagonia email sharing a call for volunteers with a bold yellow graphic.
Patagonia invites volunteers to think about where their skills can do the most good, personalizing the CTA. Image source: Patagonia.

What is an inspiring call to action? Creating CTAs with impact

The most effective call to action ideas do more than drive clicks. They create a sense of connection, purpose, or aspiration.

Emotional connection techniques

Move an audience by tapping into their emotions and values. Emotional CTAs invite people into something greater, whether it’s belonging, opportunity, or shared purpose.

Values-based messaging is one powerful way to connect with your audience through your call to action ideas. By framing your CTA around values that resonate with them, you can create meaningful messages. Consider what drives your audience — whether it’s a cause or a personal priority — and use it to craft your call.

Story-driven marketing also drives connection. Incorporate brief storylines and relevant CTAs that showcase how your product, service, or movement has made a difference in someone’s life.

Focus on fostering community and a sense of belonging. Make your audience feel like they are joining a meaningful cause or a tight-knit group.

A Miro email featuring a cartoon globe image and a CTA button to get users to explore their Miro community.
The workspace platform Miro taps into the desire for remote workers to feel connected at a distance. Image source: Miro.

Purpose-driven CTA approaches

Purpose-driven calls align CTAs with a higher mission or meaningful social purpose. These call to action ideas tell your audience why a product matters in the bigger picture. Highlight how user actions can make an impact, connecting individual actions to broader outcomes.

An On/Go email with a call to action encouraging users to shop while proceeds go towards charities.
Health brand On/Go asks viewers to join it in supporting military families, promising to donate a percentage of their purchase to the cause. Image source: On/Go.

Focus on causes that align with your brand’s values, and make it clear how the action promoted by your CTA will transform lives, advance a cause, or create positive change.

Aspiration and achievement CTAs

People want to grow and achieve. Aspiration-focused call to action ideas tap into this universal desire by painting a vision of success or progress that feels within reach.

Motivate your audience. Use positive, forward-looking statements that illustrate their desired outcomes. Then, highlight the gap between their current state and what’s possible, encouraging them to take action now.

A LinkedIn Learning ad with CTA buttons to start a course and set a related career goal.
LinkedIn encourages people to start the new year off by defining their career goals and using LinkedIn learning opportunities to realize them. Image source: LinkedIn.

Get creative with your call to action ideas: Next steps

Effective call to action ideas are all about clarity, design, and understanding your audience. The key lies in creating calls to action that guide users naturally and meaningfully.

Start by evaluating your current CTAs. Are they easy to spot, clear, and aligned with your audience’s needs? A great first step is to conduct an A/B test on your most important CTA. Create two versions with slight variations — this could be the wording, color, or placement — and monitor which one performs better.

Use the insights from this test to understand what resonates most with your audience, and apply those lessons to refine your other CTAs. Small tweaks can lead to big results.

For even more tips and strategies to elevate your marketing, explore Constant Contact’s Be a Marketer Podcast. It’s packed with actionable advice to help your business grow.