You work too hard to earn eyeballs.
Organic SEO takes time, patience, and consistency. Paid ads take -well- actual money. So losing that hard-won traffic at the button is just painful.
That’s the moment your CTA stares back at you with watery eyes
And your ad budget laughs at you, packs its bags, and storms off to the doorsteps of your competitors.
Here’s the uncomfortable truth: the bar for CTA buttons is embarrassingly low.
Most websites are still out here using the same tired, soul-crushing call-to-action phrases that do absolutely nothing to excite a click. And at the top of that crime list sits one word we all need to retire immediately:
SUBMIT.
“Submit” isn’t a call to action—it’s a punishment.
It sounds like paperwork. Or court. Or giving up control of your soul.
If “Submit” is your primary CTA, your conversion rates aren’t just low… they’re emotionally disappointed 😕
And it doesn’t stop there. These are the usual suspects dragging down clicks everywhere:
Submit
Sign Up
Call Now
They’re not wrong—but they’re boring, forgettable, and completely unpersuasive. In a world drowning in content and ads, boring is invisible.
You’re here because you already know you can do better.
You want call-to-action phrases that feel human, specific, confident, and click-worthy. CTAs that don’t just sit there—but actively pull people in.
Good news: you’re in the right place.
We’ve gathered a stash of smart, creative, high-converting CTA ideas—the same ones we brainstorm, test, argue over, refine, and deploy for real clients. This isn’t theory. This is battle-tested button copy designed to stop the scroll and spark action.
And we didn’t rush it.
We poured hours into thinking through intent, psychology, context, and timing—then packed everything into one place to help you boost click-through rates across:
Navigation bars and footers
Before we unleash the seriously effective call-to-action examples, we’ll quickly cover the basics—what great CTAs actually do, what to avoid at all costs, how to set a baseline so you can measure impact, and five fresh takeaways you can apply immediately.
But hey—if you’d rather skip the warm-up and jump straight to the good stuff, no judgment. We get it
Either way, by the end of this page, your buttons won’t be sad anymore—and your clicks will finally start pulling their weight.
A call to action—usually shortened to CTA—isn’t just a button slapped onto a page. It’s a visual cue (a clickable button or link) that uses clear, action-driven language to nudge someone to do one specific thing, right now.
Not later.
Not “when I come back.”
Now.
Most CTAs rely on familiar, straight-to-business call-to-action phrases like:
Download
Shop Now
Subscribe
Book a Demo
They’re clean. They’re clear. And yes—they technically work.
But here’s the problem: we’ve all seen them a thousand times. Probably more. Our brains skim right past them because they feel predictable, safe, and… boring.
To soften that stiffness, some brands switch to conversational CTAs like:
#1. Want to learn more? Click here.
#2. Never want to miss an update? Subscribe today.
Better. Slightly more human. But still painfully familiar.
At this point, most people don’t feel these CTAs anymore. They recognize them the same way you recognize a roadside billboard—you notice it’s there, but you don’t feel compelled to slow down.
And that’s the real issue.
Standard call-to-action phrases don’t hit like they used to. Not because CTAs are broken—but because attention spans are shorter, competition is louder, and users are far more selective with their clicks than they were 10 years ago.
Today, a CTA has to earn the click.
It needs to:
#1. Match the user’s intent
#2. Sound like a real human wrote it
#3. Promise a clear outcome or benefit
#4. Feel timely, relevant, and low-friction
If your CTA sounds generic, users assume the experience behind it is generic too. And no one is curious enough to “peek behind the curtain” when the invitation feels recycled.
Modern CTAs work best when they go beyond instruction and tap into motivation. They don’t just say what to do—they subtly answer why someone should care.
That’s why the smartest brands are moving away from default buttons and leaning into more intentional, benefit-driven call-to-action phrases that feel fresh, specific, and impossible to ignore.
Because in a crowded digital space, clarity gets noticed—but personality gets clicked.
What Makes a Great CTA Button (and Why Yours Deserves Better)
Button-based CTAs consistently outperform plain text links—by roughly 30% more clicks, give or take depending on context, traffic source, and audience mood. Translation? If your CTA isn’t a button, you’re leaving clicks on the table.
So yes—use a button. Always.
But slapping text inside a rounded rectangle isn’t enough. The best CTA buttons are simple on the surface, yet quietly persuasive underneath. They’ve got a little sparkle—that extra something that makes a user think, “Yeah… I’ll click that.”
Think of it as branded button bling.
Not flashy. Not desperate. Just confident and intentional.
Great CTA buttons work because they don’t just tell people what to do—they make the action feel obvious, safe, and worthwhile. That’s why dialing in your call-to-action phrases is worth your time. Every click fuels your lead metrics, keeps users moving, and pushes momentum through your funnel.
In other words: your CTA isn’t decoration—it’s a pipeline contributor.
If you want CTA buttons that actually pull their weight, here’s what to think about:
#1. Psychology
People click when the button aligns with how they’re already thinking. Reduce friction, lower risk, and tap into curiosity, urgency, or relief. A good CTA meets the user where they are mentally.
#2. Specificity
Vague CTAs get vague results. The best call-to-action phrases make the outcome crystal clear. Users should know exactly what happens after the click—no guessing, no anxiety.
#3. Positivity
Positive language performs better. CTAs should feel like progress, not obligation. “Get,” “Discover,” “Start,” and “Unlock” all feel better than stiff, transactional commands.
#4. Creativity
This is where most brands chicken out. Creativity doesn’t mean being weird—it means being memorable. A small twist in wording can turn an invisible button into a click magnet.
#5. Language
Your CTA should sound like your brand, not a default setting. Human, conversational, confident language beats corporate filler every time. If it sounds like a robot wrote it, users will scroll right past.
#6. Audience
Context is everything. What works for first-time visitors won’t work for returning users. The best call-to-action phrases change depending on intent, awareness level, and where someone is in your funnel.
Bottom line: a great CTA button doesn’t beg.
It doesn’t shout.
And it definitely doesn’t say “Submit.”
It simply makes the next step feel like the right step—and that’s what gets clicked.
Superstar CTA Qualities
Not all CTAs are created equal. Some sit quietly on the page, hoping—begging—for attention. Others step forward, clear their throat, and get clicked without breaking a sweat.
Those are the superstars.
At their core, great CTAs aren’t loud or complicated. They’re intentional. The best call-to-action phrases do a few simple things exceptionally well—and that’s what makes them convert.
Here’s what gives a CTA real star power:
#1. They’re painfully specific
Specificity builds trust. A strong CTA tells users exactly what they’re getting and what happens next. No mystery. No awkward surprises. When people know the outcome of the click, they’re far more willing to take the step.
“Get the guide” beats “Submit.”
“See pricing plans” beats “Learn more.”
Clear CTAs feel safe. And safe gets clicked.
#2. They spark positive feelings
Emotion matters—even in buttons. The best call-to-action phrases make users feel like clicking is a win, not a chore. They hint at progress, relief, curiosity, or momentum.
People don’t click because they’re told to.
They click because it feels good to move forward.
When your CTA sounds optimistic and benefit-driven, it lowers friction and nudges users closer to action without pressure.
#3. They get creative (when it fits the brand)
Creativity is the optional—but powerful—upgrade. Not every brand needs playful CTAs, but when the tone allows, creativity makes your button memorable.
This doesn’t mean being clever for clever’s sake. It means using language that feels on-brand, human, and a little unexpected. The goal isn’t to confuse—it’s to stand out in a sea of sameness.
Creative CTAs work best when:
#1. The brand voice supports it
#2. The intent is clear
#3. The language feels natural, not forced
When those pieces align, creative call-to-action phrases don’t just get noticed—they get clicked.
Put simply: superstar CTAs remove doubt, add clarity, and make action feel rewarding. They don’t push users. They invite them.
And in a world full of boring buttons, that invitation makes all the difference.
Brand Language
Your CTA buttons aren’t just functional, they’re tiny brand ambassadors.
Every button speaks from the heart of your company, so the language you use has to match the vibe of the rest of your site. When your CTA sounds off-key, users feel it instantly—even if they can’t explain why.
That’s why great call-to-action phrases always sound like they belong to the brand that’s saying them.
A playful startup and a heritage luxury brand might be offering the same thing, but they should never invite people to click in the same way. Tone matters. Nuance matters. And alignment builds trust.
Let’s break it down.
#1. Fun / cheeky brands
If your brand is lighthearted, friendly, and a little mischievous, your CTAs should lean into that energy. Humor lowers resistance, makes people smile, and turns clicking into a low-stakes decision.
Examples that fit this vibe:
Let’s get it
Heck yes!
Gimme the goods
Dude, get inside!
Join the fun
These call-to-action phrases feel casual, human, and welcoming. They don’t feel like marketing—they feel like an invitation from a friend.
#2. Luxurious / sophisticated brands
Luxury doesn’t shout. It whispers.
If your brand is premium, refined, or aspirational, your CTAs should feel calm, confident, and exclusive. Fewer words. More intention. Every button should feel like access, not a pitch.
Examples that fit this vibe:
Find your X
Shop the collection
Here, restraint is the flex. The CTA doesn’t beg for attention—it assumes the right audience is already leaning in.
#3. Bold brands
Bold brands don’t hedge. They state. They challenge. They provoke curiosity.
If your voice is confident, disruptive, or mission-driven, your CTAs should feel direct and a little confrontational—in a good way.
Examples that fit this vibe:
Explore our footprint
Get yours
Why not!
Ditch milk
See the difference
These CTAs dare users to click. They spark curiosity and momentum by sounding unapologetically sure of themselves.
See the difference?
That’s nuance.
Great CTA buttons don’t rely on generic templates—they rely on alignment. When your call-to-action phrases match your brand voice, users feel consistency, confidence, and clarity. And that comfort makes clicking feel like the natural next step.
Understand Your Target Audience (Because Buttons Don’t Click Themselves)
Before you obsess over wording, color, or button shape, pause and ask the most important question:
#1. Who’s actually looking at your stuff?
#2. What brought them here?
#3. What problem are they trying to solve?
#4. And what would make clicking your button feel like the right next move?
Great call-to-action phrases don’t exist in a vacuum. They’re built for real people who land on your page at different moments, with different expectations and different levels of readiness.
Think of your audience as existing on a timeline. Some are just browsing—mildly curious, arms crossed. Others are comparing options. A few are already hovering over the button, credit card halfway out.
Different customers.
Different journeys.
Different temperatures.
Different outcomes.
Your job is to meet them where they are.
When you tailor CTAs to your customer’s mindset, clicking stops feeling like a commitment and starts feeling like relief. You’re not pushing them—you’re helping them move forward. That’s when the stress leaves their eyebrows and they happily do the thing you put in front of them.
Here’s how that plays out in the real world:
#1. Hot intent (ready to buy)
Ecommerce shoppers know what they want. They’re here to complete a task, not explore. CTAs like:
Add to Cart
Order Now
These call-to-action phrases solve a purchase problem immediately. No fluff. No delay.
#2. Warm intent (comparing options)
SaaS users are often evaluating. They want proof, experience, and reassurance before committing. CTAs like:
Start a Free Trial
Book a Demo
These reduce risk and let users test-drive the solution without pressure.
#3. Cold intent (just learning)
Top-of-funnel visitors aren’t ready to buy. They’re gathering information and orienting themselves. CTAs like:
Learn More
This CTA respects their stage and keeps them moving without forcing a decision too soon.
When your CTA matches intent, it feels natural. When it doesn’t, users hesitate—or bounce.
Bottom line: the best CTAs don’t shout louder. They listen better. When your call-to-action phrases are shaped around your audience’s needs, motivation, and readiness, clicks become a consequence—not a struggle.
What Not to Do With Your CTA
This one might ruffle a few marketing feathers, but let’s say it anyway:
dial back the fake urgency.
Yes, opinions are split. Some folks swear that a great CTA must scream urgency or scarcity—click now or forever hold your peace—because if users leave the page, they might never come back.
But come on… we can see through that now.
These tired call-to-action phrases have been run into the ground:
#1. Do this TODAY
#2. Click this NOW
#3. Get it before it’s gone
#4. Limited time offer
Guess what? You’re not selling a Shamwow rag on late-night TV.
People know the truth. They know you’ll still happily take their money tomorrow. Or next week. Or five minutes after they finish scrolling. And that countdown timer blinking like it’s on life support? Brutha, please…..
That kind of urgency doesn’t motivate—it irritates.
Same goes for “INSTANT ACCESS.”
Of course it’s instant. That’s literally how buttons work. We click, and—boom—we see what’s behind door number three. Slapping “instant” on the button doesn’t add value; it just adds noise.
Here’s the real secret:
If your product is solid, it doesn’t need emotional blackmail to sell.
Your CTA button isn’t there to trick people. It’s there to remove friction when they’re ready. The best call-to-action phrases feel calm, confident, and honest—not desperate.
Using fear-based language or artificial FOMO puts your CTA in its worst light. It makes your brand feel rushed, pushy, and a little… spammy. And once trust slips, clicks disappear.
So let’s keep it clean:
No fake deadlines
No manufactured scarcity
No guilt, panic, or pressure
Stay positive. Stay authentic. Let the CTA guide—not shove—people forward.
Because the strongest CTAs don’t scare users into clicking.
They make clicking feel like the obvious next step.
What Success Looks Like: How to Measure (and Improve) Your CTAs Without Guesswork
A great CTA has one job first: win the click.
But clicks alone don’t pay the bills—so the real question is: when does CTA brilliance turn into actual revenue? That’s where measurement comes in.
Good news: you don’t need mystical marketing instincts or crystal balls. You need a baseline, a goal, and the discipline to tweak and test your call-to-action phrases like a grown-up marketer.
Let’s walk through it.
#1. Start with a baseline (because vibes aren’t metrics)
Your CTA goal is simple: get more of the right people to click. But “more” only means something if you know where you’re starting.
Here’s the easiest way to set your baseline:
#1. Go to GA4
#2. Navigate to Leads → Landing Page
#3. Set your timeframe to the last 90 days
Find the conversion rate (CVR) for the page you’re optimizing
That CVR is your starting line.
You can also grab numbers from Google Ads or—if you must—industry averages (though those are more “comfort blanket” than precision tool). Whatever source you use, write the number down. This is the yardstick you’ll measure everything against.
Set a “reasonable better” goal
Don’t aim for miracles. Aim for momentum.
Ask questions like:
#1. What does a 10% lift in CVR actually give me in qualified leads?
#2. How many of those leads typically convert into customers?
#3. What does that mean for revenue at the end of the funnel?
Now play with the numbers.
#1. What happens if your CTA clicks jump by 20%?
#2. What does that do to your pipeline?
#3. What does it do to your piggybank?
Set a bar that’s achievable—but meaningful. High enough that hitting it feels good. Real good.
If you don’t hit it? No panic. That’s not failure—that’s feedback.
#2. Tweak, test, repeat (this is where wins happen)
CTAs aren’t “set it and forget it” assets. They’re testable levers.
If your numbers stall, you don’t scrap the page—you modify the CTA.
#1. Start with language.
Strong call-to-action phrases use verbs. Real action words. The kind that imply movement and progress.
Not:
Submit
Click here
But:
Get the guide
See pricing
Start my trial
Book my demo
Verbs tell users exactly what happens next. That clarity reduces hesitation—and hesitation is the real conversion killer.
Change one thing at a time. Test it. Measure it. Learn from it.
And yes—this takes effort. But it’s effort with a paper trail and a payoff.
A Quick Reminder: What Not to Do With Your CTA (Yes, Still Important)
Let’s circle back to something worth repeating: fake urgency is not your friend.
We’ve all seen these overcooked call-to-action phrases:
Do this TODAY
Click this NOW
Get it before it’s gone
Limited time offer
You’re not running a late-night infomercial. People know you’ll still take their money tomorrow. Or later tonight. Or after they open three other tabs.
And that blinking countdown timer?
Relax. We see you.
Urgency like this doesn’t create trust—it creates eye-rolls.
Same with “INSTANT ACCESS.”
Of course it’s instant. That’s how the internet works. Saying it out loud doesn’t make it more exciting—it just adds clutter.
Here’s the truth marketers don’t say enough:
If your product is good, it doesn’t need emotional blackmail.
Your CTA button exists to remove friction—not manufacture panic. The strongest CTAs feel calm, confident, and honest. They wait patiently until the user is ready—and then make the next step obvious.
So let’s keep it clean:
No fake deadlines
No manufactured scarcity
No guilt-based pressure
Stay positive. Stay authentic. Measure what matters.
Because real CTA success isn’t about shouting louder—it’s about guiding people forward and letting the numbers prove you right.
kick-butt call to action examples
Across industries and use cases, smart brands are using CTAs to guide customer actions—not force them. And that’s the mindset you should bring to your own buttons.
Use these examples as inspiration for your next CTA, or better yet, A/B test them against a button that’s currently underperforming. Let the data decide who stays and who gets retired.
To make things easier, we’ve grouped these call-to-action examples into clear buckets:
#1. CTAs with strong copy and good design
#2. CTAs that do more with less
#3. CTAs that bend the rules (in a good way)
#4. CTAs that use the rule of threes
Let’s start with the gold standard.
CTA Examples That Combine Strong Copy with Good Design
It’s a simple equation—and it still holds true:
(Good copy) + (Good visuals) = (Good CTA)
One without the other is half a solution. When great call-to-action phrases are paired with smart design, clicks feel inevitable.
Here’s a solid example.
#1. The Listings Lab (Gated Content)
“Fill your calendar with appointments”
This CTA is a perfect reminder that buttons don’t exist in isolation. Even the sharpest CTA copy won’t perform miracles without backup from the surrounding elements.
In this case, everything works together:
#1. A strong, benefit-driven headline
#2. Supporting copy that reinforces the promise
#3. Visual cues (including an actual arrow) that guide the eye straight to the button
The CTA itself stands out visually, but it doesn’t have to shout—because the page does the heavy lifting for it.
Why this approach works
The Listings Lab doesn’t ask for a click—it earns it.
By promising to show real estate agents how to “fill their calendar with appointments”—and crucially, without working more hours—it taps directly into a pain point agents feel every day. That’s a powerful incentive to grab the free download.
The headline also does double duty. It subtly qualifies leads by speaking directly to agents who are “stuck at six figures,” filtering in the right audience while filtering out everyone else.
That’s smart targeting baked right into the CTA experience.
This example shows how effective call-to-action phrases often rely on context. The button works because the message is clear, the benefit is obvious, and the design removes friction instead of adding it.
And that’s the big takeaway: gated content paired with a simple, benefit-driven CTA is one of the easiest—and most reliable—ways to generate high-quality leads.
#2. CTA Example: Procurify (Clickthrough Done Right)
“Explore our platform →”
Strong call-to-action phrases start with words—but they don’t end there. Design matters just as much. On Procurify’s page, the CTA doesn’t just sit on the screen waiting to be clicked. It responds.
When visitors hover over the button (or tap it on a touchscreen), the arrow inside the circle subtly lights up. It’s a small interaction, but it instantly makes the page feel alive. The user gets feedback. Something happened. Their action was acknowledged.
That tiny moment of responsiveness goes a long way.
Instead of feeling static or flat, the CTA feels intentional. It reassures the visitor that clicking will actually do something—and that confidence nudges them closer to the action.
Why this approach works
Sometimes the difference between a good CTA and a great one isn’t the words—it’s the experience.
By layering in a simple interactive detail, Procurify turns a standard click into a mini reward. It’s the digital equivalent of positive reinforcement. Do the thing, get a little feedback loop. (Like giving your dog a treat when they sit—minus the fur and drool.)
The copy itself is clean and low-pressure. “Explore our platform” feels inviting, not demanding. It’s a perfect example of call-to-action phrases that match intent: curiosity without commitment.
And when that kind of copy is paired with thoughtful micro-interactions, the CTA feels smoother, friendlier, and more engaging—without resorting to gimmicks or fake urgency.
Quick tip:
No matter how confident you are in your CTA, test it.
If you think A/B testing CTA copy or design tweaks won’t move the needle, this is your reminder: small changes compound. Micro-interactions, wording shifts, and subtle visual cues can quietly outperform big, flashy ideas—if you give them the chance.
#3. CTA Example: Indochino (Booking Appointments with Style)
“The tailor is in”
Indochino’s approach shows that sometimes the strongest CTA isn’t about pushing features—it’s about letting the product do the talking. Here, visuals of sleek, tailored suits do the selling, showing potential customers exactly what they could look like. There’s no need for a hard sell—the imagery inspires aspiration.
After all, Indochino isn’t about one-size-fits-all. It’s about helping every customer look their best. And their CTA reflects that philosophy.
Why this approach works
The CTA itself is almost playful—“Book an appointment” becomes a low-pressure invitation rather than a pushy sales tactic. By phrasing it as “The tailor is in”, it makes the next step feel natural and effortless, like a friendly nudge instead of a marketing command.
Indochino also smartly layers in a tiny incentive. Mentioning that booking by a certain date enters users into a draw for a “perfectly tailored wardrobe” adds subtle urgency—without overdoing it. The CTA is still inviting and aspirational, not panic-inducing.
This example shows the power of pairing call-to-action phrases with context. When your CTA complements the visuals and overall experience, it doesn’t need to scream for attention. Users feel guided instead of pressured, and they’re far more likely to take the step.
Key takeaway:
Great CTAs don’t always need to shout. Sometimes, a short, clever phrase combined with strong visuals and a gentle incentive does all the work. Your call-to-action phrases should feel aligned with the experience, reflect your brand’s personality, and make the user’s next step feel natural—aspirational, even.
#4. CTA Example: CloudSpot (Driving App Downloads with Audience Focus)
“Get your app”
CloudSpot nails the kind of CTA that speaks directly to the audience. Their page is carefully crafted for wedding and portrait photographers, instantly signaling to visitors: “Yes—you belong here.” The CTA itself is simple, but every word is intentional.
By saying “Get YOUR app” instead of “Get OUR app”, CloudSpot flips the focus from themselves to the reader. That small shift makes the CTA feel personal, inviting, and immediately relevant.
Why this approach works
The brilliance lies in audience-first messaging. The CTA isn’t just telling photographers to download software—it’s promising to solve a specific problem. CloudSpot emphasizes that photographers can replace awkward, unnatural moments with flattering poses. The benefit is concrete, meaningful, and directly tied to the pain points of their audience.
Strong call-to-action phrases aren’t generic—they speak to the reader, reflect their goals, and align with their challenges. CloudSpot does all three, making the button feel less like marketing and more like a helpful guide.
Additionally, this approach pairs perfectly with a visually clean, audience-focused page. The CTA stands out without shouting, and every design element supports the promise. It’s a great reminder that context is just as important as copy: the CTA doesn’t work alone—it thrives alongside messaging, imagery, and user intent.
Key takeaway:
When your call-to-action phrases are audience-focused, every click feels natural rather than forced. Emphasize the reader’s benefits, align your CTA with their goals, and let the copy make them feel like the action is theirs—not yours. That’s how simple words like “Get your app” can drive real engagement.
#5. CTA Example: Moona (Turning Curiosity into Clicks with Education)
“The science”
Moona understands something crucial: not every visitor is ready to buy—some need to understand. Sleeping on a cool pillow sounds great, sure, but for many people, the real trigger is why it works. That’s where education becomes the conversion tool.
Instead of jumping straight into sales mode, Moona uses curiosity and clarity to pull users in.
The page opens with a bold, attention-grabbing promise:
“A cool head means better sleep.”
Simple. Confident. Intriguing.
Then the CTA steps in—not with pressure, not with hype—but with an invitation to learn:
“The science.”
It’s one of those beautifully minimal call-to-action phrases that works because it’s clear and honest. It tells visitors exactly what’s behind the click—no tricks, no fluff, no salesy noise.
Why this approach works
Everything on the page is aligned.
The image of someone peacefully sleeping sets the emotional tone.
The headline creates the expectation.
The CTA clarifies the next step.
That’s cohesion.
Moona isn’t forcing a conversion—they’re building confidence. By explaining how temperature regulation improves sleep, they help users feel why the product makes sense for them. Understanding becomes belief. Belief becomes action.
This is a perfect example of how great call-to-action phrases don’t always push for commitment—they guide discovery.
Instead of:
Buy now
Order today
They use:
Learn
Understand
Explore
Because for this audience, knowledge is the conversion trigger.
Key takeaway:
Some of the strongest CTAs don’t sell—they educate. When your CTA connects curiosity, clarity, and context, clicking feels natural. If your product needs understanding before commitment, use call-to-action phrases that invite learning, not pressure. That’s how trust turns into action.
#6. CTA Example: Waldo Contacts (Free Trial, Done with Personality)
“Get ready to see happiness”
Waldo shows how good copywriting lives in the sweet spot between clever and clear. That balance isn’t easy to pull off, but this CTA nails it. The line “Get ready to see happiness” is playful, memorable, and perfectly on-brand for a contact lens subscription service. It sparks emotion without getting confusing—and that’s key.
But notice what Waldo doesn’t do: they don’t rely on cleverness alone.
Right beneath the tagline sits a crystal-clear CTA button that leaves zero room for doubt:
“Start your free trial.”
That’s intentional. The clever line draws you in, but the button tells you exactly what happens next.
Why this approach works
This CTA works because each element knows its role.
The tagline does the emotional heavy lifting. It creates a positive association—clear vision, happiness, ease—without overexplaining. Then the button steps in with clarity and confidence, guiding users to the next step without friction.
That combination is what makes strong call-to-action phrases convert. You get personality and precision, not one at the expense of the other.
For a free trial offer, this matters even more. Users don’t want to guess what they’re signing up for. Waldo reassures them with a friendly tone, then removes hesitation by spelling out the action plainly.
CTA Examples That Bend the Rules (But Do It Well)
You’ve probably heard the quote: “Learn the rules like a pro, so you can break them like an artist.” (Yes, Picasso may or may not have said it—but the point still stands.)
Great CTAs follow that exact philosophy.
Once you understand clarity, intent, and audience alignment, you earn the right to bend the rules. The best call-to-action phrases sometimes flirt with cleverness, emotion, or surprise—but they never abandon clarity.
Waldo is a perfect example. They bend the rules with personality, then anchor the experience with a direct, unmistakable action. That’s how you stay creative and effective.
Break the rules—but only after you know why they exist.
#7. CTA Example: Sourcebooks (Contest Entry That Actually Makes Sense)
“Enter to WIN a signed copy!”
Sourcebooks leans into a classic motivator here—who doesn’t want to win something?—but they do it in a way that still feels aligned with their audience. This landing page isn’t just about giving away a signed copy of The Similars by Rebecca Hanover. It’s doing double duty: building hype for the book and growing a highly targeted email list filled with readers who already care about this genre and author.
That’s smart marketing disguised as a fun opportunity.
Why this approach works
The headline does most of the heavy lifting. “Enter to WIN a signed copy!” clearly explains the value and the action in one breath, which makes the actual button copy less critical than usual. While “Submit” isn’t anyone’s favorite CTA, in this case it doesn’t totally derail the experience because the intent has already been set.
That said, this is a great reminder that call-to-action phrases are always worth testing. Swapping “Submit” for something more personal and energetic—like “Sign me up!” or “I want to win!”—could easily lift conversions without changing anything else on the page.
Breaking the “one CTA per page” rule (and getting away with it)
Now let’s talk about the curveball.
There’s a second CTA sitting quietly in the corner:
“Click here for an excerpt.”
Normally, this would raise red flags. Multiple CTAs can dilute focus and confuse visitors. But in this case? It works—and here’s why.
The primary CTA isn’t asking for money. It’s asking for participation. The secondary CTA doesn’t compete with that goal; it supports it. Letting readers preview an excerpt actually increases their motivation to enter the contest by giving them a taste of what they might win.
This is a great example of how secondary call-to-action phrases can add value instead of friction—especially when they lower uncertainty or build excitement.
The takeaway
Not all CTAs need to push for a sale. Sometimes the best-performing pages invite curiosity, participation, or a small emotional win. Sourcebooks proves that when your incentive is strong and your audience is clear, you can bend best practices and still come out ahead—as long as every call to action serves the same end goal.
# 8. Athabasca University (Program Registration): A Gentle Nudge That Actually Works
Athabasca University takes a refreshingly human approach with its landing page, and it shows right from the headline: “Let’s get you started.” This isn’t one of those pushy, do-it-now commands. It reads more like a friendly guide standing next to you, saying, “You’re not alone—let’s take the first step together.” And that tone matters a lot when you’re talking to prospective students who may already feel overwhelmed by the idea of enrolling in an online program.
Instead of relying on loud or aggressive call-to-action phrases, Athabasca leans into reassurance. The CTA above the form is soft, supportive, and confidence-boosting. It lowers psychological resistance and makes the act of filling out the form feel less like a commitment and more like the beginning of a journey. That’s a smart move, especially in education, where people are often anxious about time, cost, and whether they’ll succeed.
Yes, the button copy is simply “Submit”—which, in most cases, we’d side-eye a little. But here’s the thing: context does the heavy lifting. By the time users reach the button, the page has already done its job. The messaging has framed the action as helpful, safe, and student-focused. So the simplicity of “Submit” doesn’t feel cold or transactional—it feels neutral and non-threatening. Sometimes, boring is actually calming.
What really makes this work is alignment. The headline, the form, and the CTA all speak the same emotional language: support, progress, and guidance. The call-to-action phrases aren’t trying to be clever or flashy; they’re trying to be clear and comforting. And for someone considering going back to school or starting something new, that tone can be the difference between bouncing and converting.
Why this approach is effective
The big takeaway here is simple but powerful: rules are optional—your audience is not. Writing effective CTAs isn’t about forcing urgency or copying what everyone else is doing. It’s about understanding how your audience feels at that exact moment and matching that energy. Athabasca University proves that when your call-to-action phrases speak directly to user needs—clarity, reassurance, and support—even the simplest wording can drive real results.
If your goal is more signups, registrations, or account creations, this is a strong reminder to stop obsessing over “perfect” CTA formulas and start obsessing over empathy. When your message sounds like help instead of pressure, conversions tend to follow.
#9. Awayco (Equipment Rental): Speaking the Customer’s Language—Literally
Awayco doesn’t treat its landing page like a rigid sales funnel—and that’s exactly why it works. Instead of sticking to one stiff, repetitive CTA, the page rolls out a lineup of playful, personality-packed call-to-action phrases like “Free the funk,” “Book the board,” and the standout favorite, “I’d like to ride that.” Each one feels less like a command and more like a thought the visitor is already having.
That last line is especially clever. Rather than telling users what to do, Awayco puts the words right in their mouths. It subtly nudges visitors from browsing to imagining themselves already on the board. That mental shift—from observer to participant—is powerful. When a CTA sounds like something you would naturally say, clicking it feels instinctive, not forced.
What’s also smart here is how the CTAs evolve as you scroll. Early on, “Free the funk” taps into the pain point—old, smelly, worn-out gear. Later, “Book the board” becomes more transactional, and by the time you hit “I’d like to ride that,” the page is fully leaning into desire and identity. This progression mirrors the user’s mindset as they move through the page, which makes the experience feel smooth and intentional.
Why this approach is effective
Using multiple call-to-action phrases on one page is like running mini A/B tests without breaking the flow. With tools like heatmaps, Awayco can see which wording resonates most and where users are most ready to act. But beyond the data, this approach shines because it builds connection. The variety of CTAs gives Awayco room to be witty, relaxed, and culturally in tune with surfers and outdoor lovers.
More importantly, the language signals, “We get you.” The brand isn’t talking at its audience—it’s talking like them. That shared tone creates familiarity, lowers friction, and makes clicking feel natural. Instead of one generic CTA doing all the work, Awayco lets personality do the heavy lifting. And when your audience feels like you’re on the same wavelength, conversions stop feeling like sales—and start feeling like choices.
# 10. Shoelace (Free Download): Repetition That Actually Works
Shoelace takes a super simple idea and executes it beautifully: say the same thing, clearly, more than once. Instead of trying to be clever with a dozen variations, they repeat the exact same call-to-action phrase—“Download the deck”—three solid times across the page. No confusion. No guessing. No mental gymnastics for the visitor.
That little bit of repetition isn’t accidental. Each time the CTA appears, it shows up right after a benefits section, when the visitor has just been reminded why the deck is worth downloading. So the flow becomes almost automatic: read the value → see the button → click. The CTA doesn’t interrupt the experience; it completes it.
This approach is especially smart when you think about mobile behavior. People skim. They scroll fast. Attention spans are short. By keeping the same call-to-action phrases consistently visible and within easy reach, Shoelace removes friction. Visitors never have to hunt for what to do next—the page keeps gently pointing them in the same direction.
Why this approach is effective
Repetition builds familiarity, and familiarity builds confidence. Seeing the same CTA multiple times reassures visitors that this is the action the page is designed around. There’s no second-guessing, no “should I keep reading first?” moment. Shoelace makes the next step obvious at every stage of the journey.
On top of that, the CTA design fits perfectly with the brand’s pop-art, animated vibe. The buttons don’t just say “Download the deck”—they visually reinforce the energy and creativity Shoelace is known for. That consistency between copy, design, and brand personality makes the offer feel more tangible and trustworthy. You already feel like you know what you’re getting, and that confidence carries straight through the click.
Bottom line: Shoelace proves that you don’t need flashy wording to win. Sometimes, repeating one strong, well-placed call-to-action phrase—and backing it up with great design—is more than enough to get the job done.
Conclusion
At the end of the day, strong CTAs aren’t about clever words or shiny buttons. They’re about clarity, context, and timing. The best-performing call-to-action phrases meet your audience exactly where they are—mentally and emotionally—and gently nudge them toward the next step that makes sense for them.
Across all these examples, one pattern keeps showing up: brands that understand their audience don’t force actions, they reduce hesitation. Whether it’s soft language that feels supportive, playful copy that mirrors the user’s vibe, or repeated CTAs that remove friction, the goal is the same—make the decision feel easy and natural.
There’s no single “perfect” formula. Some call-to-action phrases work because they educate. Others work because they reassure. Some convert because they repeat, others because they break the rules—intentionally. What matters most is alignment: your CTA should match your audience’s intent, your product’s promise, and the stage of the journey they’re on.
So if there’s one takeaway, it’s this: stop writing CTAs for your page and start writing them for your people. When your call-to-action phrases speak their language, solve their problem, and respect their readiness, clicks stop feeling like pressure—and start feeling like progress.
Other sources:
#1. How To Create Ad Copy That Stands Out In A Crowded Market: 8 Winning Moves
#2. How To Write Ad Copy For E-commerce: 10 Proven Copywriting Tips That Drive More Sales And Growth
