7 Types of Calls To Action You Can Start Using Right Now – With Examples!

As a small business owner or nonprofit leader, you are already carrying a heavy load. The last thing you need to worry about is whether your website, emails, and other marketing materials are effectively turning casual visitors into customers or donors.

You need the right call-to-action (CTA) – a simple element on your website or in your emails that can make all the difference in guiding your audience down the right path.

A well-crafted CTA can be the difference between a casual browser bouncing off your site and a qualified lead taking the next step by buying your product, booking a call, or donating to your cause.

In this post, I’m going to share 7 types of calls to action that you can start implementing right away to boost your conversions and grow your impact. And, as a bonus, I’m also sharing over 20 examples.

Whether you’re looking to encourage sales, increase email signups, or inspire action, there’s a CTA here that can help.

Let’s explore calls to action.

Classic Calls To Action

These are the tried-and-true CTA options that you’ll find on virtually every website and in marketing campaigns. They’re direct, action-oriented, and immediately communicate the desired next step. 

Use classic CTAs when you want to drive a simple, straightforward conversion, like making a purchase or signing up for a newsletter. These are called classics for a reason. When used well, they can be very effective.

Avoid overusing them, as they can start to feel generic if not tailored to your specific offering.

Classic CTA Examples

“Buy Now”

“Book A Call”

“Sign Up”

“Let’s talk”

Neo-Classical Calls To Action

If your classic CTAs are starting to feel stale, try changing them up with a hint of personalization through the use of words like “you” (the lead feels you are speaking directly to them) and “I” or “my” (inspiring action from the leads’ point of view). This small change can make the CTA feel more conversational and written with your target audience in mind instead of a generic, one-size-fits-all approach.

By adding personal pronouns, you can create a more engaging, relatable call-to-action that resonates on a deeper level with your audience. It gives the impression that you’re speaking directly to them and their specific needs or desires. You aren’t addressing a faceless crowd but is talking with a specific person. This can be particularly effective when paired with other personalization tactics, such as using the lead’s name or referencing their previous interactions with your brand. 

It is my favorite type of CTA to use.

However, be mindful not to overdo the personalization – it should still feel natural and aligned with your brand voice. The key is to find the right balance between the tried-and-true clarity of classic CTAs and the more personalized touch of neo-classical approaches.

Neo-Classical CTA Examples

“Buy Now” → “Get your [product] now”

“Book A Call” → “Book my appointment”

“Sign Up” → “I need coaching!”

“Let’s talk” → “Talk with [your name]”

Benefit-Driven Calls To Action

These next CTAs focus on the value proposition and the real benefits your audience will receive by taking action. They tap into the “what’s in it for me?” mindset of your potential customers or donors.

Use benefit-driven CTAs when you want to highlight a free trial, lead magnet, or other incentives that address your audience’s pain points. The best way to use this type of CTA is after you have done research into your target audience and you know them – their needs, their desires, their objections – very well.

However, be cautious not to over-promise or set unrealistic expectations. Your goal is to hint at the real benefits your audience can receive from your product or service. Deceptive practices will do more harm to your business than good.

Benefit-Driven CTA Examples

“Get Your Free Consultation”

“Start Your 14-Day Trial”

“Download Your Guide”

“Join Our Community”

Scarcity-Based Calls To Action

Scarcity-based CTAs create a sense of urgency by emphasizing limited availability or a closing window of opportunity. They play on the psychological principle of scarcity to prompt immediate action. 

Be ethical! Only use these CTAs strategically when you have genuine constraints, such as a time-sensitive sale or limited event tickets. For example, a non-profit might offer a donation match for a limited time.

A word of caution: this technique has been overused in online marketing in recent years, and your audience is very savvy in recognizing manipulative sales tactics.

Avoid using scarcity tactics when it does not truly apply. The last thing you want is for your ideal client to see it as manipulative and inauthentic, as that can damage your brand impression with them for years to come.

Scarcity-Based CTA Examples

“Grab Your Spot Before They’re Gone”

“Last Chance to Save 20%”

“Limited Availability, Act Now”

“Donate Now and We’ll Match Up to $x!”

Social Proof Calls To Action

These CTAs leverage testimonials, customer counts, or other social signals to demonstrate the credibility and popularity of your offering. They tap into our innate desire to follow the crowd and trust what others have experienced. 

You can use social proof CTAs when you have a strong customer base or social following to highlight. I have seen it done well for non-profits when encouraging donations or volunteering.

However, be mindful that the social proof claims must be genuine and up-to-date to maintain authenticity. If it is not used ethically, this method can easily slip into becoming a form of peer pressure and even touch on bullying – preying on your target audience’s fear of missing out.

Social Proof CTA Examples

“See What Our Customers Are Saying”

“Join 10,000+ Satisfied Clients”

“Be Part of Our Growing Movement”

Curiosity-Piquing Calls To Action

Curiosity-based CTAs aim to spark intrigue and a desire to learn more. They often use mystery, surprise, or a hint of the unexpected to encourage your audience to click through. 

Use these CTAs when you want to generate excitement around a new product, service, or piece of content. When used sparingly and correctly, these can be very effective at drawing interested leads in.

But be careful! Do not overpromise or use clickbait tactics that disappoint upon follow-through. We all have experienced that ourselves. You don’t want your audience to begin associating negative feelings and experiences with your brand.

Curiosity-Piquing CTA Examples

“Discover the Secret to ____”

“You Won’t Believe What Happened Next”

“Are You Making This Mistake?”

Personalized Calls To Action

Personalized CTAs tailor the messaging to the individual user’s specific needs or preferences. They create a more customized, one-to-one experience that resonates on a deeper level. 

Personalized CTAs are my second favorite of the seven types but are not often easy to implement. Use personalized CTAs when you know your target audience’s painpoints and desires very clearly and have the ability to deliver truly personalized recommendations or solutions.

However, ensure that your personalization efforts are thoughtful and add genuine value, rather than feeling like empty gimmicks.

Personalized CTA Examples

“Get Your Personalized Plan”

“Find Your Perfect [Product/Service]”

“What’s Your [Pain Point] Solution?”

Start Using Calls to Action Today

The key to effective CTAs is to strike the right balance between clarity, urgency, and appeal to your audience’s needs and desires. Don’t be afraid to test different approaches and see what resonates best with your customers or donors.

But be genuine!

Your target audience is intelligent and sales savvy. Slimy, deceptive, click-bait tactics might score you a few easy wins at the beginning but the harm it does to your business’s reputation will accumulate with time.

Remember, your call to action is the bridge between your marketing message and the action you want your audience to take. By crafting CTAs that are both compelling and aligned with your business goals, you’ll be well on your way to converting more leads and growing your impact.

Not sure where to start with your calls to action? Schedule a 1-hour consultation call for just $100 and let’s discuss how we can improve your current calls to action and create clearer paths for your clients to follow.