Call to action examples: 30 CTAs that say what happens next

A call to action is the prompt that asks a visitor to take the next step. On a landing page it's usually a button, and its label is some of the most-read copy on the page.

The best call to action labels share one trait: they say what happens when you click. "Submit" and "Learn more" don't. "Start your free trial" and "Get the checklist" do.

Below are 30 examples grouped by goal, then the rules behind them.

Free trial

1. Start free trial
2. Start your 14-day free trial
3. Try it free for 14 days
4. Try it free, no card needed
5. Start free, upgrade any time
6. Create your free account

Demo or sales call

7. Book a demo
8. Book a 20-minute demo
9. See it in action
10. Get a personalised walkthrough
11. Talk to sales
12. Watch the 2-minute demo

Sign-up or waitlist

13. Join the waitlist
14. Get early access
15. Sign up free
16. Reserve your spot
17. Get started in 2 minutes
18. Create your workspace

Lead magnet or download

19. Get the checklist
20. Download the template
21. Send me the guide
22. Get the free report
23. Email me the PDF
24. Get the swipe file

Purchase or upgrade

25. Buy now
26. Choose this plan
27. Upgrade to Pro
28. Get 2 months free with yearly billing
29. Start with Team
30. Continue to checkout

How to write a call to action

Start with a verb. The button is an instruction. "Start", "Get", "Book", "Try", "Download".

Say what the visitor gets, not what you want. "Get the checklist" is about them. "Submit" is about your form.

Be specific about the step. "Book a 20-minute demo" tells the visitor how much time they're committing. Specifics reduce hesitation.

Match the size of the ask to the visitor. Cold visitors from an ad rarely book a sales call; they might start a free trial or watch a demo. Visitors from a pricing page comparison may be ready to buy. The call to action should fit how far along they are (see customer awareness stages).

Keep it short. Two to five words for the button. Put supporting details in a line next to it.

How to lower the risk next to the button

The text right next to the button often matters as much as the label. Use it to answer the question that stops the click:

• "No credit card required"
• "Free for 14 days, then $12 a month"
• "Cancel any time"
• "Takes 2 minutes"
• "We'll never share your email"

Make sure these lines match the rest of the page exactly. A "no credit card" promise next to a form that asks for a card loses trust fast. See risk reversal.

Where to put the call to action

• On the first screen. Most visitors should see it without scrolling. See above the fold.
• After each major section, so visitors who are convinced halfway down don't have to scroll back up.
• At the end of the page, with a short summary of the offer.

Use the same primary action everywhere. A secondary action ("Watch the demo") can appear as a text link, but it shouldn't compete.

Common call to action mistakes

• Vague labels: "Submit", "Learn more", "Click here", "Get started" with no context.
• Several equal buttons that split attention.
• A button that doesn't look like a button, or blends into the background.
• A mismatch with the ad: the ad offers a free trial, the page asks for a demo.
• A big ask from a cold visitor: "Contact sales" as the only option on a page for people who just discovered you.

How to test a call to action

A call to action is a good candidate for testing because it's small and easy to change. But small changes usually have small effects, which need a lot of traffic to detect. Use our A/B test sample size calculator to see whether your page has enough.

If it doesn't, test faster first. Klar's Copy Lab puts up to 5 versions of your headline, subline and call to action in front of a panel of simulated buyer personas and shows which version each persona picks and why. Use it to pick the strongest version, then confirm with real visitors. And Klar's design review checks whether your main call to action is on the first screen and stands out.