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.
What is a call to action?
A call to action (CTA) is exactly what it sounds like—you’re asking your audience to do something specific. Think “buy now” buttons, email signup forms, or free trial offers. CTAs are the final step that moves people from “just looking” to taking real action on your page. Skip this, and you might as well wave goodbye to your conversions.
PS: Wanna skip straight to the CTA examples?
We’re for the people. If you’re curious about the different types of CTAs you can use and how the Unbounce team recommends crafting CTAs that convert—keep scrolling.
Here’s the deal: creating compelling CTAs isn’t rocket science. Let’s break down the five elements that make people click—no marketing degree required.
1. Make it impossible to miss
Your CTA needs to stand out on the page through strategic placement and smart design. Whether it’s on your web page, blog post, or ad campaigns, your call to action should catch attention even during a quick scroll. Mix up colors, fonts, and other elements to help it pop.
2. Keep it crystal clear
The decision making process should be dead simple. One CTA, one action. Sure, you might need multiple CTA buttons sometimes (like on sales pages), but each one should direct users to a specific next step. No mixed messages here.
3. Show what happens next
People want to know what they’re getting into. Want them to create a free account? Get instant access to a download? Book a free proposal? Tell them exactly that. The more specific you are about what happens after the click, the more likely they are to take immediate action.
4. Use words that motivate
Great calls to action use strong verbs that encourage users to act. Try starting with words like:
“Get” (Get started, Get access)
“Start” (Start free, Start learning)
“Join” (Join now, Join free)
“Create” (Create account, Create your plan)
“Discover” (Discover more, Discover how)
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.
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.
Josh is the founder of Backstage SEO, an organic growth consulting firm that helps B2B SaaS companies capture demand from search. He’s a self-proclaimed spreadsheet nerd by day, volunteer soccer coach by night (and weekends), and wannabe fantasy football expert every fall.
Every person who lands on your page has different needs, preferences, and ways of making decisions.
Smart Traffic gets that. Instead of showing everyone the same page, it figures out which version will resonate best with each visitor. Teams using this AI-powered approach see their conversion rates jump by 30% on average.
The primary types of calls to action (plus quick CTA examples for each)
Let’s break down the main types of CTAs you’ll use throughout your marketing. Think of these as different tools in your toolbox—each one has its own special job in moving customers along their journey with your brand.
Lead generation CTAs
These CTAs help you find people interested in what you’re selling. They’re like friendly waves that invite people to learn more about you by sharing a bit about themselves. Use these when you want to build your email list or get more qualified leads in your pipeline.
Quick lead generation CTA examples:
“Get your free social media toolkit”
“Download our 2025 industry report”
“Save your spot in our free webinar”
“Get a personalized quote”
“Grab your marketing template”
“Talk to an expert”
“Join our exclusive newsletter”
Click-through CTAs
These are your bread-and-butter buttons that move people from one page to another. They work great in emails, ads, and landing pages when you want to build interest or help people discover more about what you offer.
Quick click-through CTA examples:
“See how it works”
“Check out our newest features”
“Learn more about [product]”
“Discover what’s new”
“Take a closer look”
“Browse our collection”
“See it in action”
Sales and signups
Here’s where you ask for the sale or get people to create an account. These CTAs need to be crystal clear about what happens next—no surprises. They work best when someone’s already interested and ready to take that next big step.
Sometimes people just want to talk to a real person. Click-to-call buttons make that super easy, especially on mobile devices. They’re perfect for businesses that handle complex sales or offer services that need a conversation.
These CTAs help you build your social media presence and create a community around your brand. They’re more casual and fun than other types, which makes sense—social media is where people go to be social, after all.
Quick social engagement CTA examples:
“Follow us for daily tips”
“Share your story”
“Join the conversation”
“Tag us in your photos”
“Subscribe to our channel”
“Drop a 👋 in the comments”
“Save this post for later”
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.
How to decide which type of CTA to use
Here’s the thing about choosing the right CTA—it’s all about matching where your customer is in their journey with what they need right now. Think of it like a conversation. You wouldn’t ask someone to marry you on the first date, right? Same idea here.
If your visitor is just getting to know you:
Use click-through CTAs to help them explore (“See how it works”)
Try social engagement CTAs to start building a relationship (“Follow us for daily tips”)
Keep things low-commitment and focused on providing value
If they’re showing real interest:
Lead generation CTAs make sense here (“Get your free guide”)
Click-to-call buttons work well if they might have questions (“Book a quick call”)
Focus on getting them to take that next step in learning more
If they’re ready to make a move:
Now’s the time for those sales and signup CTAs (“Start your free trial”)
Make it crystal clear what happens next
Remove any friction between them and that final action
But here’s what really matters: stick to one main CTA per page. Our data shows that focusing on a single, clear action drastically improves conversion rates. Think of it like a good menu recommendation—instead of listing every dish, the best servers suggest exactly what you’ll love based on your tastes.
The perfect CTA shows people their clear next step.
No confusion, no overwhelm—just the right action at the right time. Before choosing your CTA type, ask yourself: “What’s the one most helpful thing our visitors can do right now?” That’s your answer.
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.
1. The Listings Lab (gated content)
“Fill your calendar with appointments”
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.
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.
Image courtesy of Procurify.
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).
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.
4. CloudSpot (app download)
“Get your app”
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.
Image courtesy of CloudSpot.
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.
5. Moona (information resource)
“The science”
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.
Image courtesy of Moona
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.
6. Waldo Contacts (free trial)
“Get ready to see happiness”
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.
Image courtesy of Waldo.
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.
7. Sourcebooks (contest entry)
“Enter to WIN a signed copy!”
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.
8. Athabasca University (program registration)
“Let’s get you started”
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.
9. Awayco (equipment rental)
“Free the funk”
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.
10. Shoelace (free download)
“Download the deck”
As a Good Witch once said, if you want a wish to come true you must repeat it three times (we’re 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.
11. ClaimCompass (clickthrough)
“Claim your compensation”
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.
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.
Common CTA mistakes (and how to avoid them)
Look, we’ve seen thousands of CTAs in our time—and honestly, some of them make us cringe. Before you hit publish on your next call-to-action, let’s walk through the mistakes that can tank your conversion rates faster than you can say “submit form.”
Throwing too many CTAs at your visitors
Here’s the biggest CTA mistake we see: turning your page into a button festival. You know the type—”Sign up!” “Download!” “Subscribe!” “Follow!” “Buy!” all competing for attention.
Multiple CTAs aren’t always bad, but they need a clear hierarchy. Think of it like a dinner party—you want one main course, not five competing entrees. Your page should have:
One primary CTA (the star of the show)
Optional secondary CTAs (supporting acts only)
Clear visual hierarchy (make the main CTA stand out)
Writing CTAs that sound like robots wrote them
Nobody—and we mean nobody—has ever been excited to “submit” anything. Yet we keep seeing CTAs that sound like they were written by robots who’ve never met a human.
Great CTAs use action-oriented language that feels natural. “Get my free guide” beats “Download now” because it tells you what you’re actually getting. Think conversation, not command.
Forgetting about different platforms, devices and customer journey stages
Here’s a face-palm moment: your CTA looks amazing on your desktop but turns into a tiny, unclickable speck on mobile. Ouch.
Your CTA message needs to make sense everywhere it appears—from Google Ads to landing pages to email campaigns. A “Sign up now” button might work great on your landing page, but that same message could fall flat in an early-stage blog post where readers are just getting to know you. Match your CTA’s message to where people are in their journey, no matter where they find you.
Missing opportunities to personalize
Want to know why some CTAs convert like crazy? They’re personal. Instead of showing everyone the same “Learn More” button, smart marketers adjust their CTAs based on user behavior.
First-time visitor? Show them a low-commitment CTA. Returning customer? Get more specific with what you offer. It’s like being a good host—you wouldn’t serve a vegetarian a steak, right?
SUBSCRIBE
Don’t miss out on the latest industry trends, best practices, and insider tips for your marketing campaigns
Skipping the testing phase
Think you’ve nailed your CTA?
Test it anyway.
(Then test it again.)
The conversion process isn’t a “set it and forget it” deal. Small tweaks in your CTA copy can lead to big wins in click-through rates. Test everything:
Button colors and size
Copy variations
Placement on page
Mobile vs desktop versions
Remember: even a 1% improvement adds up over time.
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.
Get actionable insights, expert advice, and practical tips that can help you create high-converting landing pages, improve your PPC campaigns, and grow your business online.
