As a small business owner, using calls to action (CTAs) on your website is essential for engaging customers and driving conversions.
Compelling call to action examples include anything from ‘Book Now’ to ‘Get a Free Quote’ to ‘Reserve Your Spot.’ The best CTAs persuade users to take an action on your website by making it clear what you want them to do next.
Writing effective CTAs is essential if you run an online business, but it can take some practice and a little inspiration. To help you create strong CTAs on your website and marketing channels, we’ve put together a guide for writing CTAs. We’ve also gathered some of our favorite call to action examples from real-life business websites so you can see them in action.
What is a call to action in marketing?
A call to action (CTA) is a prompt that encourages visitors to take a desired action. For example, phrases like ‘Contact Us’ or ‘Book Now.’ CTAs in marketing are used to guide customers on your website, in email marketing, landing pages, and digital ads.
The wording and placement of your CTAs play a major role in how well they convert customers. CTAs are usually clickable buttons or text links that are placed after a message or business information. For example, a website page that lists a company’s services would likely include a CTA for customers to ‘Learn More’ or ‘Schedule Your Appointment.’
If you’re designing your website yourself, it’s essential to strategically add CTAs throughout your site to convert customers. Without CTAs, customers won’t know what you want them to do next and may even leave the website altogether.
But with a few concise, well-placed CTA buttons throughout your site, you can encourage customers to take the next step and ultimately improve your conversions.
Not sure where to place CTAs for the most impact? Try Durable’s AI Website Builder. Our website builder generates professional websites with built-in CTAs optimized for conversions. (Psst…This is an example of a CTA!)
How to write effective CTAs
Writing effective CTAs is an essential skill for small business owners. They’re used across your website, marketing, and social media ads, so it’s important to get them right if you want to convert customers.
Here are a few of our best tips for writing CTAs that work.
Use action-oriented language
If you only remember one thing about CTA copywriting, it’s that you must use action-oriented language. CTAs need strong verbs in order to be persuasive.
To create an effective call to action, lead with a verb followed by an adverb or a subject. Here is a handy formula to keep in mind when writing a call to action:
CTA = verb + adverb or subject
Here are some examples of strong verbs you can use in your website CTAs:
- Book (e.g., ‘Book Now’)
- Contact (e.g., ‘Contact Us’)
- Download (e.g., ‘Download Your Guide’)
- Start (e.g., ‘Start Today’)
- Try (e.g., ‘Try Free’)
- Join (e.g., ‘Join The Club’)
Ensure clear and concise messaging
CTAs should be short and to the point. Too many words can muddle your message and cause users to scroll right past the CTA button or link.
Clear and concise messaging is not only important to grab users’ attention, but there are also character limits for advertising copywriting and CTAs that you need to adhere to. When you only have space for a few impactful words, it’s important to be short and strategic.
An effective CTA strategy should highlight one action you want users to take next. Focus on a single goal — whether that’s making a purchase, subscribing to your newsletter, or booking a call — and make sure your message reflects that.
Create a sense of urgency
Along with using a strong verb, creating a sense of urgency can also prompt users to take immediate action.
You can create urgency by adding a time component to your CTA, like ‘today’ or ‘now.’ You can also use CTAs to create a feeling of FOMO (fear of missing out) by making limited time offers. Messages that encourage customers to take action now instead of later can help with CTA conversion optimization.
Another CTA best practice is to avoid spammy tactics that come across as inauthentic. There is a fine line between creating a sense of urgency and communicating scarcity just for the sake of it, and the latter is a quick way to lose trust with your audience.
Here are a few CTA examples that create a sense of urgency:
- Get Started Today
- Subscribe Now
- X Spots Remain
- Get Your Limited Time Offer
CTA button design and placement
The placement and design of your CTA matters just as much as the message.
Think of it this way: Customers aren’t going to take action if your CTA is hidden at the bottom of your website. They’re also going to be confused if there are too many CTAs placed throughout your site.
CTA button design is an art and a science. Your CTAs should be strategically placed so they naturally flow with your website layout while standing out enough to encourage customers to take action. CTA buttons and links should also match the rest of your website design and brand colors so they don’t look out of place.
Get creative
While CTAs like ‘Book Now’ or ‘Learn More,’ are common phrases, think of them as the framework. The best CTAs are the ones that speak directly to your audience and are specific to your business.
Get creative when coming up with CTAs by tying in verbs, descriptors, and language that relates to what you offer. For example, a cleaning business could use the CTA, ‘Freshen Up Your Space’ on their website since it’s relevant to what they offer.
Call to action cheat sheet: Use these CTAs
To help you get started, here are some common CTAs you can easily copy and paste into your website. Use these as is or tailor them to fit your business
- Contact: Call Us, Learn More, Talk to Sales, Book Your Consultation
- Make an appointment: Book Now, Reserve Your Spot, Schedule Your Call, Come See Us, Get a Free Quote
- Freebie/Download: Free Download, Claim Yours
- Subscribe: Join The Community, Subscribe For Updates, Get On The List
- Make a Purchase: Add To Cart, Try It, Buy Now, Start Shopping
- General/Misc.: Learn More, Get Started For Free, Swipe Up
10 call to action examples that will get you more customers
Now that you know CTA best practices, it’s helpful to see effective CTAs in action. Here are some of our favorite call to action examples for you to take inspiration from.
#1. Durable
The CTA on Durable’s very own AI Website Builder product page is a great CTA example in action.
The page leads with a message about what Durable is — an AI website builder — and how it helps small businesses, which is to grow their traffic. Underneath that is a text CTA that says ‘get your business online in 30 seconds’ followed by a CTA button to generate your website.
All of these elements combined are actionable and strategic. After making the promise that you can get your business online in 30 seconds, the CTA button prompts users to get started right away.
There’s also a secondary CTA button in the top right that says ‘Start for free.’ This lets users know that not only can they create a website in less than a minute but they can also get started right away as there aren’t any financial barriers.
#2. Color Wonder Balloons
If you’re looking for an example of an actionable CTA button that prompts bookings and contacts right away, look no further than Color Wonder Balloons.
Color Wonder Balloons is a custom balloon decor business based in Texas. As soon as you land on the business’s website, you’re greeted with a colorful image and the CTA to ‘Make Your Event Color Wonderful.’ Not only is this actionable, but it’s a creative way to explain what the business is.
Following the brief business description, there’s a CTA button to ‘Get a Quote Today.’ By adding a time component, this CTA creates a sense of urgency without being pushy.
#3. Allison Jaffe
Another great CTA example comes from Austin-based interior designer Allison Jaffe.
The award-winning interior designer highlights her main service offerings on her homepage followed by a CTA button to ‘Book an Introductory Call.’
Offering an introductory call is a great way to prompt a customer to reach out about one of these services without committing to booking just yet.
#4. Ebi Jabs
Ebi Jabs is a professional custom tattoo shop based in Vancouver. The shop’s website includes a great example of how to write a CTA for a subscription.
To promote its ‘Ink Club’ subscription, Ebi Jabs includes a descriptive and clear CTA. Customers who join the club get discounts for tattooing sessions, access to members-only events, and priority booking slots. The CTA button is simple yet effective with its prompt to ‘Join Now.’
#5. Nature Pure Cleaning Co.
Nature Pure Cleaning Co. is a natural, non-toxic cleaning service business that showcases how to incorporate CTAs on your website in a natural way (no pun intended).
The first CTA is a heading which says ‘Refresh Your Home Naturally’ followed by a brief description. Underneath that is a CTA button that says ‘Get a Free Quote.’
Using the word ‘free’ is a great way to grab customers’ attention. Plus, including an offer for a free quote removes any pressure or hesitation to book right away while still prompting an action.
#6. Verbena Floral Design
If you offer multiple service offerings or business models, then you might be wondering how to keep your CTAs clean and concise.
Austin-based floral designer Verbena Floral Design, offers a great example of how to do this on your website.
The designer offers floral design services for weddings and events as well as flower delivery for local customers seeking a handmade arrangement. Their website helps distinguish these two offerings with a distinct layout and clear CTAs that prompt visitors based on what they’re interested in.
#7. AJG Fashion Consulting
CTAs can be effective for lead generation when they’re used strategically.
For example, AJG Fashion Consulting, a fashion and manufacturing consulting business offers a free guide for potential customers who may be interested in their services.
The heading for the guide’s landing page says ‘Unlock Your Fashion Potential: Navigate Production Like a Pro.’ Underneath that is a brief description of the guide and a submission form. The CTA button helps encourage action even further with a concise message that says ‘Get Instant Access.’
#8. J. Hall and Company
Accounting firm J. Hall and Company uses strategic CTAs on its website to guide users through the process of working with an accounting firm.
For example, after a brief description of its services and process, there’s a CTA button that says ‘How Much Does it Cost?’ and links to another page that features a cost estimate calculator.
This CTA is an effective way to educate clients, provide value, and keep them on the site longer.
#9. Austin Native Landscaping
Austin Native Landscaping, a local landscaping business offers a simple and memorable CTA on its homepage.
After being greeted with an engaging header image that reflects what the company does, you see a CTA to ‘Upgrade Your Outdoors’ which leads to the contact page.
The company uses more CTAs throughout its homepage like ‘Discover Our Services’ and ‘Meet the Team’ that are strategically placed after brief sections of copy.
Use website CTAs to convert customers
As you can see from these CTA examples from varying industries and business models, there are many ways to write effective ones for your own business.
There’s room to be creative with your CTAs as long as you ensure they’re action-oriented, clear, concise, and timely. Use them to emphasize your offerings, communicate the value of your services, or encourage website visitors to take the next step.
While CTAs are a seemingly small element on your website or marketing channels, they play a big role in engaging and converting customers.
Want to ensure your website CTAs are optimized for conversions? Use Durable’s AI Website Builder to get a professional website with built-in CTA buttons.
