9 Call to Action Examples to Inspire You to Up Your Lead Generation Game

One of the keys to generating those coveted leads through your website is having strong, effective calls to action (CTAs). However, it’s not enough just to plop a form on a page and expect results. Placement, UX, design, and messaging all play a part in encouraging your visitor to convert. Below we’ve got nine examples that use a combination of these strategies to create CTAs that work.


CTA Type: Product Promo

Why It Works

To promote their app on desktop, Medium bypasses the need to give download steps or ask you to get out your phone and go to the app store. This simple approach encourages visitors by offering a simple one-step solution. The added bonus is that I user can fill this out, and simply check their phone for the link later.


CTA Type: Sign Up

Why it Works

“Remember Everything” is a simple, straightforward message about what Evernote’s service offers. The text on their button pushes the emphasis on “free” reminding the user signing up is a low commitment. Evernote makes the smart move of leaving their paid services out of it (for now).


CTA Type: Sign Up, Free Trial  

Why it Works

Basecamp has a plain explanation of the benefit of their product and focuses on a free trial offer. However, it’s the little details that make this call to action effective. By revealing just how many companies have recently signed up, Basecamp makes potential customers wonder what they may be missing out on by not signing up. Plus, giving the option to use a Google account creates the added incentive of simplicity.


CTA Type: Sign Up

Why it Works

MailChimp ditches the form for something simple and sweet. There’s one button and one option for action with a powerful message. Much like the others, they make a point of putting the word “free” in their button. Yes, they have paid accounts, but the free version is what hooks a user at first visit. Additionally, the minimal design keeps the focus on the CTA.


CTA Type: Download

Why it Works

These CTAs are often placed at the end of a related blog post. In that way, HubSpot does a fantastic job of weaving in their download CTAs with the content that is being consumed. They work because they catch users right at the moment when they are open to more resources.


CTA Type: ECommerce Offer, Pop Up

Why it Works

Pop-ups can be incredibly frustrating when done wrong, but done right in e-commerce they can make your user feel rewarded. Not only does Loft use their pop up for a great universal offer, their button language focuses on the offer, while their “close” link reminds the user of what they’re giving up.

Quick Sprout

CTA Type: Offer

Why it Works

QuickSprout’s CTA is incredibly clever, in that instead of trying to push sign-ups or free trials, they provide a free sliver of their services. With a click, the user easily sees the power of their tools, a first step persuasion to join long term.


CTA Type: Sign Up, Join

Why it Works

Join.Me has identified that there are two reasons a user may visit their site, so they don’t narrow their CTAs just to signing up. The page greets visitors plainly and clearly with the steps they’re there to take.


CTA Type: Sign Up

Why It Works

Square is another company who expertly considers their audience and visitors. They very clearly use their audience personas to control their CTA. Plus, the action items change based on your answer combination. For example, larger companies get the option to talk with their sales team. By providing options, Square can account for all different types of visitors.


  • Use smart design to put the focus on your buttons and forms.
  • Play with button and link copy. Try language that encourages action.
  • Get creative with what you offer.
  • Try different approaches to placement in sidebar, headers, pop ups, or within other content.
  • Consider your audience and whether a split CTA can help users find what they need.
These are just a few examples of great calls to action, but taking note as a user yourself can also help improve your own efforts. Next time you click a button, sign up or fill out a form on a website, take a moment to ask yourself, “what compelled me to take that action?” Often you’ll find the answer is actually pretty simple. When was the last time a website’s call to action pulled you in and why? Let us know in the comments! [templatera id=”10393″]

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