Calls to Action: What, Why, and 40 Click-Driving Examples

A strong call to action is the difference between having nice looking landing page and one that converts clicks. Call to Actions (CTAs) focus attention, turn curiosity into momentum, and make it easy for people to say “yes” to the value you’re offering.

What is a CTA?

A call to action (CTA) is the specific prompt that asks your audience to take the next step—click a button, book a call, start a trial, schedule a tour, add to cart, etc. Great CTAs combine clear action, visible design, and immediate value (what they get right now).

Formula to remember: Verb + Specific Value + Risk Reducer (optional)

Example: “Start your free trial — no credit card.”

Why CTAs Drive Attention (and Action)

• They anchor attention: Clear verbs (“Book,” “Download,” “See”) give the eye and brain a target in a sea of content.

• They reduce cognitive load: Visitors don’t wonder “what now?” The CTA tells them what their next step is.

• They communicate value fast: Microcopy (“Ships today,” “No credit card,” “2-min quiz”) clarifies payoff and effort.

• They create momentum: A framed next step moves people from passive reading to active doing.

• They improve measurement: CTAs are easy to A/B test, attribute, and optimize across channels.

• They support accessibility: Descriptive labels (“Schedule a tour”) outperform vague ones (“Submit”).

• They align intent with purchase stage: Matching CTAs to funnel stage (learn > compare > commit) respects where the user is.

40 CTA Examples by Industry

We've compiled 40 CTAs for ECommerce, SaaS, Service-based businesses, and apartment leasing. These can be used as on-page buttons, email links, ad headlines, or in-product prompts. Remember to personalize when possible (“Show me my plan”).

Ecommerce

Use these top 10 CTAs in emails, on PDPs, or in social ads.

1. Add to Bag — Ships Today

2. Get 10% Off — Join Email

3. See My Fit (size guide / fit finder)

4. Checkout Now (secure checkout)

5. Build Your Bundle (save when you pair)

6. Subscribe & Save 20% (cancel anytime)

7. Notify Me When It’s Back

8. Try It Risk-Free for 30 Days

9. Compare Colors & Styles

10. Track My Order

Additional thoughts: Pair price or delivery reassurance near primary CTAs (“Free returns,” “Arrives by Friday”). Keep a lighter-weight secondary CTA (“Keep browsing”) to reduce bounce.

SaaS

Researching & committing to a new software solution is a big decision. Use these CTAs to guide your audience through the research & buying process to keep them from getting lost and falling off.

1. Start Free Trial — No Credit Card

2. Book a 15-Minute Demo

3. See It in Action (interactive tour)

4. Calculate Your ROI (instant report)

5. Download the Playbook

6. Add to Slack / Microsoft Teams

7. Talk to Sales (get pricing & timeline)

8. Compare Plans

9. Start a Proof of Concept

10. Get My Security Brief

Placement considerations: Place a product tour CTA above the fold on your landing pages. Reserve “Talk to Sales” for high-intent sections.

Multifamily Apartments

Apply Now and Schedule a Tour are simple, effective, and can be overused. Spice up your website or ad copy with some other options.

1. Check Availability

2. See Floor Plans & Pricing

3. Schedule a Tour

4. Start a Virtual Tour

5. Apply Now (secure application)

6. Book a Self-Guided Tour

7. Explore Amenities

8. Get a Personalized Quote

9. Contact the Leasing Team

10. Join the Waitlist

Creative ideas: Add timeframe context like “Tours available today” or “This weekend only” near the CTA. On mobile, make “Call Now” sticky for fast booking.

Service-Based Businesses

These top 10 CTAs for B2B or B2C service-based businesses provide the audience with a clear directive and next steps, making them more likely to take action.

1. Get a Free Estimate

2. Book Your Consultation

3. See Before & After

4. Check Service Areas

5. Call Now (talk to a specialist)

6. Request a Callback

7. Build Your Package

8. Download Pricing Sheet

9. Start a 15-Min Strategy Call

10. Send Us Your Project

Quick tips: Reduce risk with microcopy (“No obligation,” “Same-day response”). For local services, pair CTAs with reviews or badges for trust.

CTA Copy & Design Best Practices

• Be specific: “See Floor Plans & Pricing” beats “Learn More.”

• Lead with value: Add a payoff or outcome (“Fix it today,” “Grow traffic now”).

• Use first-person when it fits: “Show me options” can feel more immediate.

• Right-size the ask: Early funnel: “See the guide.” Late funnel: “Book a demo.”

• Mind the visuals: High contrast, generous padding, and clear hierarchy.

• Minimize friction: If sign-up is long, say so upfront (“2-minute form”).

• Offer a safety net: Secondary CTAs (“Explore features”) keep lower-intent visitors engaged.

• Test one variable at a time: Verb, value phrase, risk reducer, or color—not all at once.

Simple A/B Test Ideas

• Verb swap: “Get” vs. “Start” vs. “See”

• Value line: Add “— No Credit Card” or “— Ships Today”

• First-person: “Start my trial” vs. “Start your trial”

• Urgency cue: “Book for This Week” vs. none

• Format: Button vs. text link in email hero

Putting It to Work

Pick the one primary action for each page or screen. Write three variants using the formula (Verb + Value + Risk Reducer), pair with supportive microcopy, and place it where the decision happens—not just at the end.

Not sure your CTAs are the problem? Schedule a consultation with Visceral Ore where we'll discuss your business objectives, current marketing efforts, and we'll provide ideas or quick fixes you can implement immediately. Let's chat.