A Call to Action (CTA) is an element on a webpage that prompts users to take a specific action. It's typically a button or link with action-oriented text like "Buy Now," "Sign Up," or "Get Started." CTAs are the bridges between browsing and converting.
Types of CTAs
Primary CTAs
The main action you want visitors to take:
- "Start Free Trial"
- "Buy Now"
- "Request Demo"
- "Get Quote"
Secondary CTAs
Lower-commitment alternatives:
- "Learn More"
- "Watch Video"
- "See Pricing"
- "Download Guide"
Tertiary CTAs
Supporting actions:
- "Read Case Studies"
- "Contact Us"
- "Follow on Twitter"
CTA Best Practices
Be Specific
Weak: "Submit" Strong: "Get My Free Guide"
Use Action Verbs
Start with verbs: Get, Start, Join, Download, Discover, Claim
Create Urgency (When Genuine)
- "Start Your 14-Day Free Trial"
- "Claim Your Spot"
- "Limited Time Offer"
Make It Stand Out
- Contrasting color
- Sufficient size
- White space around it
- Above the fold
Reduce Friction
- "No credit card required"
- "Takes 30 seconds"
- "Free forever"
CTA Placement
Above the Fold
Where visitors land. Capture high-intent visitors immediately.
After Value
Once you've explained the benefits.
At the End
After reading all the content.
Floating/Sticky
Always visible as users scroll.
Testing CTAs
CTAs are prime candidates for A/B testing:
- Button color
- Text variations
- Size and shape
- Placement
- Surrounding copy
Small changes can have significant impact. "Start Free Trial" vs. "Start My Free Trial" (adding "My" often increases conversions).
CTA Psychology
- Loss aversion: "Don't miss out" can outperform "Get started"
- Ownership: "My" and "Your" personalize the action
- Value focus: Emphasize what they get, not what they do