11 Call-to-Action Ideas That Will Make Customers Click

By Brett Farmiloe

From instructing prospects to watch a video to asking them whether they think your idea is stupid, here are proven examples of calls to action (CTAs) that will capture your customers' attention and boost the results of your next marketing campaign.

1. "Watch a demo"

"So often, companies want to use a direct CTA, like "Call for pricing" or "Speak with a representative." Most of your audience isn't ready for such an aggressive approach. Recently, we adjusted our primary CTA to "Watch a demo" and led people to a page where they could clearly watch a video of our philosophy and product. By giving our prospects what they want (to see what we do) instead of forcing them down a different path (scheduling a call and a lot of unwanted emails), we saw a massive increase in our on-site conversion rate."
—Logan Mallory, Motivosity

2. Combine real-life images with text

"An example of a captivating call-to-action is a clickable real-life image that visually represents something relevant to potential customers, overlaid with text that reinforces your business message. For instance, a spa might use an image of someone relaxing in a hot tub with wording such as 'Let the tensions of the day slip away.' Or a recruitment company might show an image of a diverse variety of people with wording such as 'Find the perfect employees for your organization.'

"The images you select are all-important to ensure the target audience visualizes something meaningful to them. Together with compelling text, these types of visual CTAs can improve website conversions in all types of industries. Depending on the color of the image, a semi-transparent block can be added to contain the text to ensure it is easy to read."
—Michelle Symonds, Ditto Digital

3. "Are you ready to take the next step?"

"A captivating call-to-action should always engage with the user, demonstrating empathy and understanding of why the user is there. This is best done as a question. Rather than simply instructing the user by saying 'Click here to take the next step,' you should engage them with a question, asking something that they will read and ask themselves before deciding what to do next.

"By asking 'Are you ready to take the next step?' or 'Ready to see how we can help with X problem?' you give them a moment to think and search their feelings to see if they're comfortable before proceeding. Although this may seem like only a slight difference, it shows a higher level of understanding between you and the user, helping to build trust between you and them, and more importantly, increasing the likelihood they will take the action in question."
—Sam Robinson, Web Spider

4. "Watch now"

"Include a 'now' in your CTA. For example: 'Watch now,' 'Book a demo now,' 'See a 5-minute demo now.' Buyers' expectations have risen in the buying process. They expect little to no friction. Amazon has set a high bar with one-click checkouts, same-day shipping, and other ultra-convenient solutions for buyers. For marketers, the more you can offer your prospects something right away, the more they'll be compelled to respond because they will get immediate gratification, and you'll get more of them to take your call to action."
—Joe Kevens, B2B SaaS Reviews

5. "Join now and get an xx discount"

"The key to creating a successful CTA is to make it clear, compelling, and relevant to the users' needs. To achieve this, I create compelling copy and action-oriented calls to action that are prominently displayed. One example is 'Join now and get an xx discount.' This CTA is effective because it offers an immediate benefit to potential users by emphasizing the discount opportunity with a sense of urgency, ultimately encouraging users to act quickly. Other effective CTAs are 'Get your FREE trial today,' 'Get started today, FREE consultation for a limited time,' and 'Expand your development capabilities with our experienced team.'"
—Rajat Chauhan, Ace Infoway

6. "Earn [a benefit] simply by taking a survey"

"An airline wanted to get their credit card users to take their survey. By placing the reward for doing so right in their subject line ('Earn 300 bonus points simply by taking a survey'), the airline was able to persuade people to click on the email they might otherwise ignore or delete. In the body of the email, there was a big 'Join Now' button for signing up to take surveys and earn points. Setting up the CTA right there in the email's subject line set the company up for success."
—Bridget Reed, The Word Counter

7. "Join thousands of satisfied customers"

"A CTA which uses social proof, the idea that people are influenced by the opinions and actions of others, increases the likelihood that potential customers will take action and boosts the efficiency of a marketing campaign. The example 'Join the thousands of satisfied customers who have already signed up' emphasizes the fact that many others have already signed up and are pleased with the product or service, and may entice potential customers to do the same. Other examples of social proof include 'See why [celebrity or influencer name] loves our product' or 'Join the [number] of businesses already using our service.'"
—Sunny Kumar, TheWPX

8. "Get the latest update"

"My website focuses on travel-related topics, so it's important for my readers to get a wealth of information to make informed decisions. If a reader wants to know about the best hotels in Italy, I can sum up the best hotels in one article. But things can change over time, and readers need to have a continuous supply of information they can access in their inboxes. The 'Get the latest update' CTA does just that. It keeps readers in the loop of what's going on in a consistent and informative way.

"A word of caution: when adding this CTA, be sure the site is updated regularly or you'll defeat the entire purpose of inviting readers to subscribe."
—Becky Moore, Global Grasshopper

9. "Unlock your success now"

A captivating call-to-action is 'Unlock your success now.' This CTA has a sense of urgency and incentivizes potential customers to take action now and purchase a product or service. It is also simple yet motivating and can be used for different products or services. We have used it for a variety of marketing campaigns for online courses, software subscriptions, books, products, and more."
—Noel Griffith, SupplyGem

10. "Do you think this is a stupid idea?"

"In the B2B world, prospecting usually includes cold emailing other professionals. However, remember that someone will only reply to a cold email if they read the entire message. First, your subject line has to work for them to click on it. Next, you need to open strong and catch their attention. And then, you need to go deep, show your value proposition, and make your pitch.

"So how do you get a prospect to reply? The fastest way is to force them to answer a question mentally—make them reply to themselves before they reply to you. One of my favorite CTAs is 'Do you think this is a stupid idea?' This gets the reader to think and make an immediate judgment of what you have presented to them. Now they have an opportunity to say yes or no, which can open the discussion further."
—Leku Percival, ROI Atlanta

11. "Get the Disney Bundle"

"'Get the Disney Bundle' CTA was one of the most captivating marketing campaigns I experienced last year. It gave consumers the power to customize their viewing experience while also getting an enticing bundle that included Hulu, ESPN+, and Disney+.

"The ability to engage and convert viewers with this CTA inspired me to try something similar in my own business. I found success by adding a time-based discount or exclusive access to a service using enticing language in my CTA. Applying the same core principles allowed me to capture more leads—ultimately boosting my marketing efforts, which translated into higher ROI."
—Joe Troyer, Digital Triggers

About the Author

Post by: Brett Farmiloe

Brett Farmiloe is the founder and CEO of Terkel, a Q&A site that converts insights from small business owners into high-quality articles for brands.

Company: Terkel
Website: Terkel.io
Connect with me on LinkedIn.