You’ve felt it: the itch to click the bright orange “Get a Quote” button before you even finish reading a headline. That itch is a CTA doing its job. CTAs (calls to action) are the marketing world’s gentle elbow-nudge. Sometimes it’s a button; sometimes it’s a six-word hyperlink hiding in plain sight. Either way, it lives or dies on the strength of a few skinny words.
But just because you know what they are doesn’t mean they’re always easy to get right. A strong CTA can be the difference between keeping a visitor on your site. It can also help you get more conversions.
The Importance of CTA Copy and Design
Writing a good CTA can be difficult. Being clever or unique is valuable, but a good CTA must be clear, persuasive, and strategic, all in just a few words. A lot of times, it can be more difficult to write short than write long since every word has much more weight.
But it’s not just the copy that matters. Placement, design, timing, and user behavior all play into whether someone clicks or scrolls past. Great CTA writing is only effective when paired with smart UX decisions — button placement, color contrast, mobile responsiveness, and surrounding content all influence how the end user reacts to a CTA.
A CTA shouldn’t feel like a prompt. It should come across as a natural next step. It should be frictionless and speak directly to the user’s intention and interests. Whether you’re asking someone to subscribe, shop, or simply “learn more,” the strategy behind just a few little words can make the difference between a bounce and a conversion.
15 Types of CTAs and When to Use Them
At VSSL, we’ve tested, optimized, and implemented CTAs across countless campaigns. We’ve seen for ourselves how the right CTA in the right place can transform engagement. Let’s break down the different types of CTAs and how you can use them effectively.
1. Primary CTAs: Driving the Main Action
These are the big ones—the CTAs designed to get users to take the primary action you want. These need to be obvious and easy for your users to find.
Examples:
- “Sign Up Now” – This is a good all-around CTA. Use this to encourage people to sign up for a newsletter, webinar, or download a piece of gated content.
- “Get a Free Quote” – Great for service-based businesses.
- “Buy Now” – Don’t be shy! Ask directly for what you want users to do.
Best Practices for Primary CTAs:
- Make them bold! Use high contrast colors and put your CTA text on a button shape to make these really stand out.
- Use strong, action-oriented language to eliminate hesitation.
- Stick it above the fold—no one should play hide-and-seek with your ‘Book Now’ button.
2. Secondary CTAs: Offering an Alternative Path
Not every visitor is ready to commit. Secondary CTAs provide a softer option, keeping users engaged without requiring an immediate conversion. If you’re placing a secondary CTA next to a primary one, we recommend using a Ghost Button UX pattern to help users understand the hierarchy of their options.
Examples:
- “Learn More” – To take users to a more detailed secondary piece of content.
- “Download the Guide” – eBooks, white papers and guides are great offers to present to your site visitors.
- “Watch the Demo” – A perfect CTA for SaaS and tech companies.
Why They Work:
- They reduce pressure and keep potential leads in your funnel.
- They help educate and nurture users before they’re ready to convert.
3. Lead Generation CTAs: Capturing Contacts
If your goal is to build your email list or generate leads, you need clear offers with compelling CTAs. These types of CTAs are often found on focused landing pages which minimize distractions and encourage users to take your desired action.
Examples:
- “Subscribe to Our Newsletter” – Classic but effective.
- “Get Your Free eBook” – People love free resources.
- “Start Your Free Trial” – Removes risk and encourages engagement.
How to Optimize:
- Offer something valuable and relevant in exchange for their information.
- Keep forms short and sweet—the fewer fields, the better.
4. Social Proof CTAs: Leveraging Trust
People trust other people. A CTA that incorporates social proof helps build credibility and reduces friction.
Examples:
- “Join 10,000+ Happy Customers” – Numbers add credibility.
- “See What Our Clients Are Saying” – Link to testimonials or case studies to prove the value of your offering.
- “Check Out Our 5-Star Reviews” – Show off your best reviews to encourage users to take action.
Why They Matter:
- They reinforce trust and credibility.
- They create a fear of missing out (FOMO).
5. Engagement CTAs: Grow Your Reach
Sometimes, the goal isn’t just to convert. When you want users to help spread the word, these useful CTAs encourage users to interact with your content and brand.
Examples:
- “Follow Us on LinkedIn” – Essential for B2B growth.
- “Share This Post” – Simple way to leverage social sharing to spread awareness.
- “Leave a Comment” – Encourages engagement with your content.
Best Practices:
- Make social sharing frictionless with easy-to-click buttons.
- Position engagement CTAs where users naturally interact (e.g., at the end of a blog post).
6. Exit Intent CTAs: Saving the Conversion
Exit intent CTAs are triggered when a visitor moves their cursor toward the “back” button or browser tab. These typically pop up a message and ‘last chance” offer to encourage the user to stick around and complete the desired action.
Examples:
- “Wait! Before You Go, Grab This Offer” – Discount CTAs can recover potential lost sales.
- “Get 10% Off If You Subscribe Now” – A last-chance incentive.
- “Still Have Questions? Chat with Us” – Offers a human touch before they leave.
Why They Work:
- They help reduce bounce rates.
- They give users one last opportunity to engage before leaving.
7. In-Product or In-App CTAs: Encouraging Ongoing Engagement
For SaaS companies and digital products, CTAs don’t stop at the landing page—they should be built into the user experience.
Examples:
- “Upgrade to Pro” – Subtle upsells within an app.
- “Complete Your Profile” – Helps drive engagement and user retention.
- “Enable Notifications” – Keeps users coming back.
Keys to Success:
- Keep these CTAs contextual and unobtrusive.
- Focus on how they enhance the user experience rather than feeling pushy.
8. Discovery Engine CTAs: Designed to Catch the Curious
Sometimes the best way to move users forward is simply to satisfy their urge to explore. Discovery Engine CTAs surface recommended products, articles, or tools based on what someone is already viewing, letting curiosity do the heavy lifting.
Examples:
- “Show Me More Like This” – Dynamically pulls related items or stories.
- “Browse Top Picks” – Great for ecommerce homepages and category pages.
- “See What’s Trending” – Leverages social proof to spark clicks.
Best Practices:
- Personalize recommendations with real-time data (location, past behavior, affinity).
- Use enticing micro-copy (“hand-picked for you”) to make the user feel special.
- Pair the CTA with compelling thumbnails so the visual draws the eye first.
9. Scroll-Triggered CTAs: Catch Engaged Users
Once someone has scrolled deep into a page, they’ve proven genuine interest. Scroll-triggered CTAs appear only after a set depth or specific section, striking while attention is hottest—without cluttering the initial view.
Examples:
- “Need Expert Advice? Let’s Talk” – Pops up after 50% scroll on long-form content.
- “Save 10% Before You Go” – Offers a discount just as product details wrap up.
- “Subscribe for Updates” – Appears when readers finish a blog post.
Why They Work:
- They fire at the exact moment motivation outweighs friction.
- Because they’re conditional, they feel helpful rather than pushy, boosting conversion rates.
10. Chatbot or Live Chat CTAs: Offer Real-Time Help
A well-timed chat invitation can quickly turn confusion into a conversion. Chatbot CTAs invite users to open a live-chat window or automated assistant for instant answers, demos, or guided buying.
Examples:
- “Chat with an Expert” – Ideal for complex SaaS or B2B solutions.
- “Got Questions? Ask Julie 🤖” – Humanizes an AI assistant with a name and emoji.
- “Need Help Checking Out?” – Surfaces on the cart page to prevent abandonment.
Best Practices:
- Trigger based on behavior (time on page, exit intent, or failed form submission).
- Clearly state the value—“average reply time: under 2 minutes.”
- Give visitors the option to minimize or close the chat so it never feels like a trap.
11. Content Discovery CTAs: Encourage Exploration
These CTAs live at the bottom or in-line with content to keep the binge going. By teeing up related resources, you deepen engagement and increase dwell time—both UX and SEO wins.
Examples:
- “Read Next: [Article Title]” – Directly links to a logical follow-up post.
- “Explore Our Resource Center” – Funnels traffic to a gated content hub.
- “Dive Deeper in Our Knowledgebase” – Great for post-purchase education.
Best Practices:
- Only surface 1-3 highly relevant pieces (don’t overwhelm your visitors!).
- Match the CTA style to editorial context—subtle text links often outperform buttons here.
- Test algorithmic versus manual curation to find what resonates most.
12. Event Promotion CTAs: Drive Physical Attendance
Whether it’s a webinar, trade show, or in-person workshop, event CTAs convert online interest into offline (or live-stream) participation—bringing your community together IRL.
Examples:
- “RSVP Now” – Standard, straightforward, and effective.
- “Save Your Seat — Limited Spots” – Adds urgency for capacity-capped events.
- “Meet Us at Booth #217” – Tailored for conference pages and email banners.
Why They Work:
- They inject urgency with dates, locations, and scarcity (“Early-Bird Ends Friday”).
- People crave experiences; a clear, time-bound invitation creates FOMO that clicks.
13. Lead Nurturing CTAs: Keep the Conversation Going
After an initial conversion—say, a content download—nurturing CTAs move leads toward sales-ready status with progressively bigger commitments. Think of them as stepping-stones along your buyer journey.
Examples:
- “Book a Strategy Call” – One-to-one consult after someone consumes a guide.
- “Start Your 14-Day Free Trial” – A natural next step post-demo video.
- “Upgrade to Pro” – Targets freemium users once they hit usage limits.
Best Practices:
- Align offers with lifecycle stage: education > evaluation > purchase.
- Highlight a single, tangible benefit (“See ROI projections for your team”).
- Remove friction—pre-fill forms, integrate calendar scheduling, honor progressive profiling.
14. Social Sharing CTAs: Amplify Your Reach
Your biggest advocates are often your happiest users. Social sharing CTAs prompt them to broadcast your content to their own networks, multiplying visibility at zero ad cost.
Examples:
- “Share on LinkedIn” – B2B posts, case studies, and white papers.
- “Tweet This Quote” – Auto-generates a pull-quote and shortened URL.
- “Tell a Friend” – Email share button that pre-populates subject lines.
Best Practices:
- Pre-write the post copy so users can share with one click.
- Place buttons near high-engagement sections (data charts, quotable moments).
- Track UTM parameters to measure which networks drive the most referral traffic.
15. Feedback CTAs: Turn Insight Into Action
Feedback CTAs invite users to rate, review, or speak their mind—fueling product improvements and providing social proof for future buyers.
Examples:
- “Take a 2-Minute Survey” – Short, time-boxed ask keeps completion rates high.
- “Rate Your Experience ★★★★★” – Pops up after checkout or support interactions.
- “Leave a Review on G2” – B2B software’s go-to credibility booster.
Why They Work:
- They show customers you value their voice, strengthening loyalty.
- Honest input uncovers pain points you can address—then showcase the fixes publicly.
Final Thoughts: Test, Optimize, and Adapt
Not all CTAs will work the same for every audience or campaign. The key to success? Testing and iteration. A/B test different CTAs, tweak wording, colors, and placements, and track results to see what resonates best.
At VSSL, we help brands craft high-converting CTAs that drive real business results. Need help optimizing your CTAs? Let’s chat and take your conversions to the next level.