Call To Action Examples

Most publishers treat the call to action as decoration. They spend hours on the headline, the research, the product comparison, and then slap “Learn More” on a gray button and wonder why conversion stays flat. I’ve been running affiliate sites for over nine years, and one of the biggest lessons I’ve learned is that the button is where revenue actually happens. Traffic gets you in the room. The CTA decides whether anyone buys.

A call to action (CTA) tells your website visitors what to do next. When done right, it moves readers toward a specific outcome: a click, a signup, a purchase, another page in your funnel. You can find call to action examples everywhere, from blog posts and landing pages to emails and product displays. Without a compelling CTA, the conversation stops mid-sentence. Your reader has intent, but no clear path forward.

This post covers why CTAs matter for operators building at scale, how to write button copy that earns clicks, and eleven real-world examples worth studying. For operators, this means treating every button as conversion infrastructure, not copywriting afterthought.

Updated 2026.

1Why Are Call to Action Buttons Important?

Call to action buttons are just as important as your headline because that’s where the conversion occurs. People don’t always know what’s on the other side of a button. If it sounds like work is hiding on the other end, you won’t get as many clicks.

The more desirable you make your buttons appear, the more likely people click. That means potentially higher conversion rates. CTAs also help maintain engagement across long pages where attention fades before the bottom.

These simple actions that move the conversation along could be:

• Email opt-in (i.e., more subscribers)
• Downloading an ebook
• Completing a survey
• Making a donation
• Reading another blog post
• Slide-in pop-ups with a gentle ask

These tiny actions are micro-conversions. They move readers from one web page to the next in your sales funnel. Your CTA’s only job is to get clicked.

If you’re unclear about the next action you want visitors to take, they’ll leave. It’s not only for long-form sales copy. You can have a simple CTA at the end of a blog post asking them to read another article. For example, this post could close with something like, “Want sharper conversion copy on your affiliate pages? Read our guide on conversion copywriting.”

CTAs don’t always need to come in the form of a “Buy Now” button. They help identify actions you want readers to take and move them closer to becoming subscribers, customers, or repeat visitors. When done right, they show your prospect what’s in it for them, which increases your odds of getting more clicks.

We’ve seen this pattern across high-earning affiliate sites. The bottleneck is rarely traffic alone. It’s conversion per click. Button copy is one of the fastest levers you can pull without publishing new content. If you want benchmarks for what “good” looks like on affiliate pages, our post on affiliate marketing conversion rate breaks down the numbers.

2How to Use CTA Buttons That Attract Potential Customers

You can use a few frameworks in your posts and pages that will make your CTA copy more clickable. Here are the ones we return to when optimizing displays across our own portfolio.

Try the “I Want to” CTA Formulas

The simplest ways I’ve seen CTAs explained (and some of the best call to action formulas worth using) come from Copy Hackers. There are two basic formulas. First, when writing, complete the desired outcome you want your visitor to take using the phrases:

• I want to __
• I want you to __

Include what you want them to do next. Then, make that your CTA.

For example, if you have an affiliate product guaranteed to stop hair loss, your CTA button could say, “I want to stop losing hair” or “I want to keep my hair.”

Another tip is to align your CTA button with the headline, header, or product title (depending on where the button appears on your site). This one mirrors what the header says in the first person.

Using the first person can turn a bland statement into a micro-commitment for your reader and make your button more persuasive. Start by asking what the desired outcome of your product is. Then make that your button copy.

Remove Friction from Your Words

Believe it or not, you can also de-optimize buttons by making them sound undesirable. Some brands use this strategy on pricing pages.

For example, if you have two versions of a product, one standard and one premium, you might make the button for the standard unattractive (e.g., Learn More). The premium version might say, “Keep My Hair!”

Avoid using words that sound like “work” or words that sound like they’ll lose something. For example:

• Sign up: requires effort and time from them
• Buy: means they’ll lose money
• Learn more: they lose time (and possibly happiness if learning sounds like work; studying sounds like work)

There are exceptions. Sometimes it’s best to have a clear call to action when a prospect is about to pay, or a specific action is needed. The above idea typically works better when readers are at the top of your sales funnel, when there’s still doubt in their minds. In other instances, you have no choice because an affiliate program insists on specific language inside their button copy (e.g., Amazon).

People don’t always know what’s on the other side of a click. If it sounds like work is hiding behind it, your clicks will be low. It’s a best practice to make people feel comfortable about what waits on the other side of your button.

Replace Call to Actions with Call to Values

Call to actions work great, but call to values can be more impactful. These are benefit-driven buttons that show what’s in it for your reader (i.e., what they’ll get). Recall our hair loss call to value from earlier.

For example, here’s a button example of a Lasso display on our site:

“Convert Your First Amazon Link”

Since the person reading this post may be unfamiliar with how our tool works for Amazon Associates, that phrase might entice them. Pointing this out quicker makes for a more effective call to value.

Use CTA Triggers

Surround your CTA buttons with click triggers. These are words and phrases that make you feel good about clicking and show the value of moving forward. Click triggers make the action feel safe. These can be things, including:

• Star ratings
• Testimonials
• Value propositions
• Security or privacy messaging/icons
• Hard data

They’re meant to address concerns your readers may have and nudge them to click. If you’re using a tool like Lasso, you can optimize your product boxes with star ratings, pros/cons, and trust badges.

Two of the best button optimization elements to include help to:

• Reduce fear
• Highlight benefits

These can make for a more compelling call to action. For language that stirs action around your buttons, see our list of 21 trigger words and how to use them in copy.

Use Verbs and Action Phrases

Many times, button copy is boring. Sure, “Shop Now” has its place, but it’s far more appealing when you match your button copy with your value prop.

For example, “Download ebook” is a bit drab. However, if your ebook’s goal is to help marketers generate more leads, then say it with your copy. So now, “Download eBook” becomes “Generate more leads.”

Tip: Brainstorm on the expected outcomes of whatever you’re promoting, then make that your button copy.

Another easy win for your buttons: use the word “Get.” For example, “Get the case study” or “Get my consultation.” People love getting stuff. Tell them what’s going to happen after they click. Don’t make them wonder or hint that there’s work waiting on the other side.

Here’s one from Code Canyon’s homepage:

“Get Unlimited Downloads”

Action verbs prompt people to do something. It could be to join your email list or sign up for a webinar. Use language that pushes them into action. You can also create a sense of urgency by adding an expiration date. People hate missing out. For example, “Enroll Before Midnight Tonight!”

Make Them Obvious

Action words are excellent, but it won’t matter if it’s not obvious where to click. Make sure your readers can spot your CTA buttons. This might mean making them a contrasting color with your website’s homepage.

This example from Social Media Examiner uses a bright yellow CTA button in a sea of dark grays and blacks:

311 CTA Examples (and Why They Work)

Here are eleven digital marketing CTA button copy tactics you can test on your own website. Each one maps to a principle from the section above. Study the pattern, not just the screenshot.

#1. Jarvis.ai

Here’s a landing page I hit after clicking an ad for the AI copywriting tool, Jarvis. The word “claim” implies a sense of entitlement which makes it feel like a friction-less word.

It also uses a verb paired with what they’ll get (plus trigger word “Free”). For affiliate operators, the lesson is pairing outcome language with a low-friction verb. Even when program rules constrain your copy, you can usually push closer to benefit than generic “Submit.”

#2. WP Rocket Display (Created Using a Lasso Display)

If you’re using Lasso, you can create product displays from inside your link details page (more on that below).

“Speed Up My Website”

You can design custom CTA buttons like this one with WP Rocket. It follows the “I want you to __” formula. If you’re an affiliate for any program type, it’s a perfect chance to promote your offer in a custom box with enticing copy. This is the infrastructure layer, not a generic text link buried in a paragraph.

#3. Basecamp

The phrase “Give us a try” is pretty casual. Basecamp keeps it low maintenance.

It also uses a click trigger strategically placed beneath the CTA, making it a great call to action. Low commitment language works when the product requires a trial before value is obvious.

#4. Everydae

This one addresses the “price” objection. Who wouldn’t try something for a dollar? If you’re thinking, “I don’t have money right now,” the CTA debunks that by telling you that you can get started now for virtually nothing.

Price anchoring on the button itself removes a step of mental math. For operators promoting mid-tier affiliate products, a secondary line under the button that clarifies cost or trial terms often outperforms clever headline copy alone.

#5. Contently

Contently’s marketing platform connects writers with businesses who want to publish awesome content. So, what better way to communicate that to potential customers than with their CTA:

This call to action example states a benefit: creating incredible content (because incredible content gets noticed, drives SEO traffic, and more). The button doesn’t describe the product category. It describes the outcome the buyer wants.

#6. Snappy

Gifting platform Snappy encourages you to try their service yourself with no commitment. Just click the button, and you get a gift.

This example may be better equipped to handle your own products versus an affiliate program. However, if Snappy has an affiliate program, you could promote them exactly how they do on their own site. Mirror the merchant’s best-performing language when your display sits on a comparison or roundup page.

#7. Crazy Egg

Crazy Egg’s A/B testing tools (which let you optimize your website whether you run a SaaS or eCommerce business) spell out exactly what’s behind the click.

“Show me my heatmap.”

“I want you to show me my heatmap.” It’s the easiest formula for crafting your CTA. It also addresses objections and uses social proof CTA triggers around the button by:

• Telling you over 300,000 websites use their product
• Letting you try it for 30 days free, and you can cancel anytime

Specificity beats cleverness when the product is visual or data-driven. Tell the reader exactly what they’ll see after the click.

#8. Referral Factory

Lead generation is Referral Factory’s specialty. See how they entice clicks by offering a discount with their CTA button.

Many companies use referral programs in their email campaigns with a unique landing page. This makes it easy for them to share your newsletter using a special referral link. Morning Brew does this with great success, offering swag and exclusive content to top referrers.

#9. PUNCH Newsletter

This one comes from a newsletter I subscribe to called PUNCH. It’s a site devoted to cocktail-making. While the button leaves a bit to be desired (I think it could pop a bit more), I do appreciate the simple call to action:

“Make it,” says exactly what you can expect when you click. Two words. One outcome. Hard to misread.

#10. Oreo

Cookies. That’s right. This call to action example interests me because:

• The unique CTA button with image
• It previews what your customized cookie can look like

Check it out:

I’d want to A/B test that button against another version without the cookie image. Replace it with the word “Oreo” to see which is more powerful: an image or a word. Product displays on affiliate sites face the same question daily.

#11. Innocent Drinks

Innocent Drinks has an interesting origin story. They started by taking their smoothie stand to a music festival. Then, the founders hung a sign asking people if they thought they should give up their day jobs to make drinks out of crushed fruit (at the time, the founders still had day jobs).

Underneath the sign, they placed two bins: one reading “Yes” and one reading “No.” Then, they asked people to answer with their empties.

After the festival, the “Yes” bin was filled to the brim while the “No” bin was empty. The rest is history.

Here, they use specificity in their CTA by telling them to “find an offset provider.” Their Twitter page is worth following. This is one brand that knows how to use humor in its messaging.

4How to Use Effective CTA Buttons with Lasso

If you’re using a tool like Lasso, you can create fully customized buttons to match your site’s theme. Inside your link details page (of whatever product or affiliate link you’re promoting), head to the “Button Text” field and type in your CTA.

You can also add a secondary CTA button if you want your reader to take another action. For example:

• Send them to another store
• Read a product review
• Sign up for an affiliate program

Again, from inside your link details page, in the Button Text for the Secondary Destination URL, add your text:

We have written about the dual-button pattern in detail. Read our post on using a secondary CTA to improve conversion rates for the full breakdown and the data behind it.

You can choose to have alternate colors with your CTA buttons too. Inside your dashboard, head to Settings > Display:

From there, scroll down to your color palette and adjust as needed:

Contrast matters as much as copy. A strong call to value on a button the reader can’t find is still a failed CTA.

5Last Words

The best CTAs share common traits. They’re benefit-driven, specific, and answer your reader’s “What’s In It For Me?” More importantly, they tell them what to do next. For operators building at scale, that means auditing buttons with the same rigor you apply to titles, internal links, and display placement.

The market shifted when affiliate content started looking like editorial. Readers got smarter. Generic buttons stopped working. The sites that compound revenue treat every product mention as a conversion surface, starting with the words on the button.

If you have published content that’s already ranking, start with what’s under-monetized. Run an Opportunities Scan on your site and see where product mentions sit without the display and link treatment those URLs deserve. That’s often the fastest path to higher revenue without writing a single new article.

Sean Brison

Lasso Team

Sean Brison is a dad, writer, business owner, and Content Lead at Lasso. He's spent the past several years in cahoots with Lasso's founder, Andrew, creating awesome things for people. He's also addicted to perfectly-balanced cocktails, the outdoors, and John…