Calls-to-action, or CTAs, help guide your readers to specific actions. Whether you’re using them on your website, on social media posts or in long-form articles, getting CTAs right can make all the difference when it comes to conversions.

In this guide, we’ll explore some call-to-action examples and learn what makes a good CTA across different platforms. Read on to find out why they’re important and how you can start using them.

What is a call-to-action?

A call-to-action – or CTA – is a phrase or statement that encourages a reader or visitor to take the next desired step. Common examples of calls-to-action include things like ‘Buy Now’, ‘Learn More’, or ‘Sign up’. They help to clearly guide people to the next stage in their journey, often towards a conversion.

Effective calls-to-action are not only used at the end of a page, they’re often also subtly included throughout a page, article or post to maintain engagement. The key is not to make them too frequent or ‘pushy’, however. The aim is to guide a person to naturally want to take the next step in their journey with your brand.

Most common types of CTAs.

Examples of calls-to-action extend beyond conventional text. They can exist in many different formats, even within copy itself. Here are a few key types of CTA you could use across your campaigns:

Buttons.

Buttons are used to drive immediate action (e.g., ‘Buy Now’, ‘Get Started’), often at the end of a paragraph, section, or page – or above the fold. They stand out among copy and are designed to be bold and eye-catching. They are best used at key conversion points, like on product landing pages or within sign-up flows.

Things to keep in mind:

• Use contrasting colours for visibility
• Keep text action-oriented and concise
• Place above the fold and at decision points
• Ensure they’re touch-friendly on mobile.

Forms.

Form CTAs are used to collect user data such as email addresses, feedback, or payment details. They're most effective for lead generation, newsletter sign-ups, and purchases. A well-designed form puts user experience first, prioritising ease of use to encourage completion.

Things to keep in mind:

• Only ask for essential information
• Use clear field labels and questions
• Break into steps if it’s long or complex
• Include trust signals (e.g. a ‘No spam’ notice).

Banners.

Banners are often used to highlight time-sensitive promotions, updates, or important announcements without disrupting the flow of content. Positioned at the top or bottom of the page, website banners offer a subtle but effective way to guide users towards an action.

Things to keep in mind:

• Keep copy short with one clear CTA
• Use a bold yet non-intrusive design
• Make them dismissible with a clear ‘close’ button
• Ensure they’re mobile-responsive.

Contextual links.

Contextual links are placed naturally within content to encourage further action, such as reading more, signing up, or buying a product. They feel organic and provide value without interrupting the reading experience.

Things to keep in mind:

• Use descriptive and natural anchor texts
• Style links clearly but subtly
• Place links where they feel relevant and helpful
• Avoid link stuffing – it can feel spammy and too pushy.

Pop-ups.

Pop-ups are overlay elements designed to capture attention quickly – often used for newsletter sign-ups or special offers. They interrupt user browsing, so they should be used selectively and only triggered based on user behaviour.

Things to keep in mind:

• Trigger based on scroll, time delay, or exit intent
• Keep messaging short with a strong headline
• Always include a visible ‘close’ option
• Avoid repetitive or frequent use.

Slide-ins.

Slide-ins appear from the side or bottom of the screen and are often a less disruptive alternative to pop-ups. They can be used to offer help, advertise promos, or highlight relevant content to users.

Things to keep in mind:

• They should be triggered after scroll depth or time on page
• Keep content concise and targeted
• Avoid covering essential content – just extra information
• Include a clear way to dismiss, similar to pop-ups.

QR codes.

QR codes are a physical type of CTA that connect offline and online content. When scanned using a smartphone camera, they can direct users to digital content, like a website or an app. They’re commonly used on things like posters, packaging and business cards to help drive digital engagement from ‘real world’ touchpoints.

Things to keep in mind:

• Link to mobile-optimised content
• Include a short, clear call-to-action – e.g. ‘Scan to get 10% off’
• Make sure the code is large enough to scan easily
• Test on multiple devices and in different lighting conditions.

Action words to use in your calls-to-action.

Action words, as the name suggests, encourage people to take immediate action – often sitting at the beginning of the CTA. Typically verbs or ‘doing’ words, they’re emotive and practical, telling readers exactly what the next step is, and how to do it. Some good CTA action word examples include:

• Discover
• Learn
• Click
• Read
• Start
• Try
• Join
• Learn
• Explore
• Subscribe
• Find
• Watch
• Save
• Shop
• Access

4 call-to-action button examples.

CTA buttons can help capture users’ attention and work well above the fold or as prompts at the end of sections. Discover some great examples of call-to-action buttons below.

4 web page CTA examples.

Using calls-to-action throughout your website is key to encouraging people to continue their journey with your brand. Whether you use them on landing pages or within content itself, take a look at some examples below.

4 social media ad CTA examples.

Social media CTAs differ slightly to the ones you’ll use on web pages and long-form content. Each platform has its own unique demographics and algorithms – discover a few different call-to-action examples below.

4 QR code call-to-action examples.

QR codes are one of the few examples of physical calls-to-action, which means they need to be well-designed and easy to use. Take a look at some clear and concise QR codes below.

4 email CTA examples.

Email campaigns are a great way to retain users and keep them engaged with deals and basket reminders. As a touchpoint, emails need impactful CTAs to ensure the customer journey continues. Explore some examples of calls-to-action perfect for emails.

Tips for writing an effective call-to-action.

While CTAs are quick, clear and concise, they do take time and skill to create. It’s not just a case of throwing a few words together and seeing what sticks. In fact, having less to play with means each word is important.

With this in mind, let’s take a look at a few key tips before you get started:

• Keep it short and succinct. You want your CTAs to be around three to five words long to have the biggest impact.
• Focus on the action you want the user to take. Don’t overcomplicate things. Focus on one clear action and go from there.
• Experiment with the visual effect. You want your CTAs to catch people’s eyes, but you also don’t want them to feel too pushy. Experiment to find the right balance.
• Decide on one clear action word or phrase. ‘Explore’, ‘Read’, ‘Sign up’ – decide on what you want to start with and craft your CTA around it.
• Use first-person phrasing. Don’t forget, you’re speaking directly to the user, so use ‘you/your/you’re’.
• Tailor your message to your audience and platform. Each demographic and platform will require different tones. Make sure you know each well before you start.
• Position them in the right places. You don’t want to bombard people with CTAs, but you also need to make sure they’re in a few vital places – above the fold on landing pages, for example.

How can Adobe Express help you create your own calls-to-action?

If you don’t know where to start, Adobe Express has all the tools you need to create and improve your CTA assets. Whether on your website or social media posts, explore templates and tools to help you create the perfect calls-to-action.

1. Make your own CTA banner.

Create a unique, eye-catching CTA banner for your website to encourage user engagement. Start from scratch or explore hundreds of free templates to find the perfect fit.

2. Add CTAs to your social media ads.

Make sure your social media ads are optimised by creating well-balanced posts that drive action. Experiment with different templates and CTA styles and create something that’s just right for your audience.

3. Generate unique QR codes.

Create QR codes from your website, app or social media links to connect to your audience from real-world touchpoints. Generate your code, experiment with colour and editing tools, then add to a range of different assets.

4. Build an engaging website.

With Adobe Express, you can even create your own website from scratch using free templates, tools and assets. Build your site and add your CTA elements to create a seamless user experience.

Elevate your CTA buttons and banners with AI text effects.

The key to creating a great call-to-action is catching your user’s eye. With the Adobe Express AI text effect tool, you can create unique and engaging text that adds something special to your website, banners and posters. Simply create the prompt, describe what you want your text to say and look like, and watch as the tool creates a stunning CTA in seconds. Then, just edit, save and add to your assets to use across your site and campaigns.

Try Adobe Express for free now

Good to know.

What is an example of a good call-to-action?

A good call to action is clear, concise, and around three to five words in length. Each platform, content type and touchpoint requires a different tone and style, but some examples of ‘good’ calls-to-action include:

• Sign up today
• Discover more
• Click here to get [INSERT OFFER]
• Learn more about [INSERT TOPIC]
• Become a member

How long should a call-to-action be?

Generally, a call-to-action should be around three to five words long. However, the length and style of your CTA will differ depending on the context, platform and audience it’s targeting. For example, CTA copy within a landing page button above the fold might need to be a quick two or three words, while contextual links often need to be longer to sit naturally within a sentence.

Where should I place call-to-action buttons?

The placement of a call-to-action depends on the context. For example, a landing page should have a few placed at different points – most importantly, above the fold. Meanwhile, a social media post often only really needs one at the end, while an article may need a few to encourage engagement and conversions.

Is Adobe Express free?

Yes, our free plan offers many core features including thousands of templates, photo editing and effects, animation, and 5 GB of storage. See our pricing page for details and to compare plans.