More than a banner: Top 8 best CTA types

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    We’ve all seen them — banners and buttons on websites urging us to “Click here” or “Learn more.” But calls to action (CTAs) are more than just graphics: they’re also the digital world’s silent salespeople, nudging users to take the next step.

    Whether you’re aiming to increase sign-ups, boost sales or foster community engagement, the right CTA can make all the difference. So let’s explore the best types of calls to action and how to use them strategically to maximize your website’s potential and drive interactions with your audience.

    Why are there different types of CTAs?

    CTAs are typically presented as buttons, banners or text links that stand out visually from the rest of the content. Choosing the right CTA depends on the action you want the user to take and the importance of that action:

    • For crucial CTAs like book a demo or buy now, it’s best to design bright banners that immediately catch the customer’s attention.
    • For less critical CTAs, such as links to additional resources in a blog post, underlined hyperlinks are appropriate.

    You need different types of calls to action to:

    • Guide user behavior: CTAs help direct users through the website and guide them toward the desired actions, such as filling out a form, subscribing to a service or purchasing a product.
    • Increase conversions: Effective CTAs can boost conversion rates by making it clear and easy for users to complete an action, like booking a custom demo.
    • Enhance user experience: CTAs improve user experience by providing a clear next step. Without a clear CTA, users might feel lost or unsure about what to do next on a landing page.
    • Measure success: CTAs allow you to measure the effectiveness of your marketing efforts. By tracking the performance of different CTAs, you gain insights into user behavior and optimize their strategies accordingly.

    use cases for different types of calls to action

    The best 8 types of call to action with examples

    I’ll cover the top 8 most effective call to action types and give you examples of each one:

    1. Free trial/demo CTAs

    Free trial or demo CTAs are mostly used as lead generation CTAs by SaaS businesses that offer software or other subscription-based services, as they encourage potential customers to experience the product first-hand.

    Use these CTAs to:

    • Reduce risk for customers: Free trials and demos remove the initial financial risk, allowing potential customers to test the product without commitment. This can lead to higher conversion rates as users gain confidence in the product’s value.
    • Demonstrate value: A hands-on experience with the product allows customers to see its benefits and features in action, making it easier for them to understand its value and utility.
    • Build trust: Offering a free trial or demo shows that the company is confident in its product, building trust with prospects.
    • Gather user feedback: Free trials and demos provide valuable insights into how users interact with the product. Use this information to improve the product and address any potential issues.
    • Encourage engagement: Once users start a free trial, they are more likely to engage deeply with the product, increasing the likelihood of conversion to a paid plan.
    • Facilitate upselling: By demonstrating the core features during a free trial or demo, you can upsell advanced features or premium plans to satisfied users.

    Here is an example of the free trial/demo banner:

    Free trial/demo CTA example

    When designing a compelling free trial/demo CTA, focus on the following:

    • Clarity: State the value proposition in the CTA itself. For example, “Start your free 30-day trial” or “Experience the power with a free demo.”
    • Benefits: Emphasize the key benefits users will gain by trying your product.
    • Urgency: Use a limited-time offer or include a countdown timer to create a sense of urgency and encourage immediate signups.
    • Simplified sign-up: Make the signup process for your free trial or demo quick and easy. Users should not have to jump through hoops to try your product.

    2. Learn more CTAs

    With this type of call to action, the primary goal is to initiate a deeper level of engagement with the user, as you invite them to go beyond the initial information presented and discover more details about a product, service, brand or specific topic. Here are the two top use cases:

    • Educational content: For companies that provide thought leadership resources (e.g., whitepapers and case studies), these CTAs can lead users to explore this content and spend more time on your website.
    • In-depth product information: Businesses with complex products or services, such as B2B SaaS solutions or technical equipment, use these CTAs to explain features, benefits and specifications in detail.

    Here is what your CTA may look like:

    Learn more CTA example

    What to consider when designing this type of CTA:

    • Clear and concise text: Use straightforward language that clearly indicates what users will gain.
    • Value proposition: Highlight the benefit or key information users will receive by clicking the CTA.
    • Visual contrast: Ensure the CTA stands out on the page with contrasting colors and fonts.
    • Action-oriented language: Use verbs that encourage immediate action and convey urgency.
    • User expectations: Ensure the content linked to the CTA aligns with what users expect to learn more about (e.g., a CTA about a product should lead to a product landing page, not the “about us” page).

    3. Announcement CTAs

    Announcement CTAs draw attention to important news, updates or events on a website. They are effective for:

    • Product launches: Announcing the release of a new SaaS product to inform and generate excitement among your audience.
    • Special offers: Promoting limited-time discounts, sales or promotions to encourage immediate action from customers.
    • Event invitations: Inviting users to attend webinars, workshops, conferences or other events related to the business.
    • Company updates: Communicating important company news, such as mergers, acquisitions or changes in leadership.
    • Content releases: Notifying users about the publication of new blog posts, articles or other content.

    Here is a great example of an announcement CTA:

    Announcement CTA example

    Here are key factors to consider when designing these CTAs:

    • Compelling headline: Clearly communicate the purpose of the announcement in a concise and attention-grabbing headline.
    • Brief description: Provide a brief description or summary of the announcement to give readers more context and encourage them to learn more.
    • Visual elements: Incorporate graphics or images that reinforce the message of the announcement and make the CTA more attractive.
    • Link to more information: Provide a link or button that users can click to learn more about the announcement and take the next steps.

    4. Download CTAs

    Businesses leverage this type of CTA when they want users to download digital assets such as ebooks, whitepapers, guides, templates or software trials. They are effective for:

    • Lead generation: Requiring users to provide contact information in exchange for the download can generate leads and grow your subscriber base.
    • Authority building: Providing high-quality downloadable content establishes your brand as an authority in your field, fostering trust and credibility among prospects and clients.
    • Measuring results: These CTAs allow you to track the number of downloads and assess the effectiveness of your digital marketing strategy.

    That’s what this CTA type may look like:

    Download CTA example

    When designing a download CTA, pay attention to:

    • Descriptive headline: Clearly state what users will receive by clicking the CTA, using descriptive language that highlights the value of the download.
    • Focus on user needs: Explain how the content will solve a specific user problem or provide them with valuable knowledge.
    • Compelling visuals: Add attention-grabbing visuals, like screenshots or excerpts from downloadable marketing resources, to strengthen the message and enhance the visual appeal of the CTA.
    • Action-oriented language: Use action-oriented language that prompts users to take the desired action, such as download now or get your free copy.

    5. Signup CTAs

    Businesses use this CTA type when they want users to register for newsletters, updates, memberships or accounts. They are effective for:

    • Lead capture: Signup CTAs provide a direct way to capture contact information from users, allowing businesses to build their email lists and engage with potential customers.
    • Permission marketing: Users who sign up for newsletters or updates are more likely to be interested in the brand’s offerings and receptive to future marketing messages.
    • Personalization: Signup CTAs enable businesses to collect user preferences and behaviors, allowing for personalized communication and targeted marketing efforts.
    • Retention and loyalty: By encouraging users to create accounts or subscribe, businesses can foster long-term relationships, improve customer retention and drive brand loyalty.
    • Data insights: Signup CTAs provide valuable data on user demographics, preferences and behaviors, which can be used to optimize marketing strategies and improve user experiences.

    Here’s an example of a signup CTA:

    Signup CTA example

    Structure of the perfect signup CTA:

    • Value proposition: Communicate the benefits users will receive by signing up, such as exclusive offers, updates or access to premium content.
    • Simple form: Keep the signup form short and straightforward, asking for only essential information like name and email address to reduce friction and increase conversions.
    • Compelling CTA button: Use action-oriented language on the call to action button — such as sign up now or join us today — to prompt immediate action from users.
    • Visual appeal: Add visually appealing design elements, such as colors, icons or imagery, to make the signup CTA stand out and attract attention.
    • Trust indicators: Optionally, you can include trust indicators, such as security badges or privacy assurances, to reassure users and increase confidence in signing up.

    6. Webinar/event CTAs

    Use this type of CTA to:

    • Promote upcoming events: Once your webinar or event details are finalized, a prominent registration CTA on your website is essential to attract users.
    • Generate early interest: Start promoting your event well in advance with a pre-registration CTA. This allows you to gauge initial interest and build anticipation for what’s to come.
    • Leverage event exclusivity: CTAs highlighting limited availability can create a sense of urgency and drive registrations before slots fill up.
    • Capture leads: Users who register for webinars or events are often more engaged and interested in the topic, making them qualified leads for future marketing efforts.
    • Add industry value: Businesses can attract users and provide them with valuable content or experiences by promoting the educational or networking opportunities offered by webinars or events.

    See the example of a webinar/event banner:

    Webinar/event CTA example

    Add these elements to the design of your webinar/event CTA banner:

    • Event details: State the event name, date and time. Let users know exactly what they’re registering for and avoid confusion.
    • Compelling CTA button: Use action-oriented language, such as “Register now” or “Reserve your spot,” to prompt immediate action from users.
    • Limited-time offers: Create a sense of urgency by incorporating limited-time offers or early bird discounts, encouraging users to register quickly before the offer expires.
    • Exclusive propositions: Is your event packed with valuable insights, live demos, professional speakers or interactive Q&A sessions? Then emphasize these exclusive benefits in your CTA to entice potential attendees.
    • Social shares: Include an option to share the event on popular social media platforms.

    7. Video CTAs

    Video CTAs help to engage users by encouraging them to take specific actions after watching a video. Use cases include:

    • Product demonstrations: Showing how a product works and then prompting viewers to take action, such as “Buy now” or “Learn more.”
    • Educational content: Providing valuable information or tutorials and then inviting viewers to download resources or sign up for more content.
    • Webinars and events: Promoting upcoming webinars or events with a teaser video and encouraging viewers to register.
    • Customer testimonials: Featuring satisfied customers sharing their experiences and then prompting viewers to try the product or service.
    • Brand storytelling: Sharing the brand’s story or mission and encouraging viewers to connect on social media or visit the website for more information.

    Your video CTA may look like this:

    Video CTA example

    My best tips for creating your perfect video CTA:

    • Use video compression to reduce the file size without compromising quality, ensuring faster loading times.
    • Choose optimal video formats that balance quality and performance, such as MP4, which are widely supported and efficient.
    • Ensure the CTA is clear and direct, telling viewers exactly what action to take next.
    • Use text overlays to highlight the CTA within the video. Ensure the text is large enough to read and stands out against the background.
    • Place the CTA at the end of the video when viewers have received the full message and are more likely to take action.

    8. Audio CTAs

    An audio CTA is a directive embedded within audio that encourages listeners to take a specific action, such as visiting a website, subscribing to a service, making a purchase or engaging with content in other ways.

    Top use cases include:

    • Younger generations targeting: Younger people are known for consuming audio content heavily through podcasts, music streaming and social media. Adding audio to your CTA can resonate with their preferred way of interacting with information.
    • Podcasts and audiobooks promotion: If your primary content format is audio-based, incorporating audio CTAs creates a seamless and natural user experience. Listeners are already engaged with the audio format, making them more receptive to audio calls to action.
    • Audio marketing campaigns: An audio CTA can create a more immersive and memorable experience, reinforcing the visual message and driving higher engagement rates.
    • Instructing: For CTAs that require users to take complex or multi-step actions, audio can help to provide clear instructions and explanations.
    • Accessibility enhancements: Add audio descriptions or instructions alongside to improve accessibility for users with visual impairments or those who prefer audio-based information.

    Here is an example of the audio CTA that promotes a new podcast episode:

    Audio CTA example

    When designing an audio CTA, pay attention to:

    • Clarity: Even with audio, keep your CTA message concise and easy to understand. Aim for short, clear phrases that are easy to remember.
    • Professional quality: Ensure the audio quality is professional and free of background noise or distractions. This will enhance the overall user experience and maintain brand credibility.
    • Mobile-friendliness: Optimize your audio CTA for mobile devices. This means using formats that play seamlessly on smartphones and tablets.
    • Touch-friendly: Make sure any clickable elements are large enough and easily tappable on smaller screens.
    • Text transcriptions: Provide text transcriptions of the audio for users who may have hearing impairments.
    • Optimal visuals: Ensure the audio CTA aligns with the visual elements and appears at a natural point in the content. It’s a good idea to add a person who is speaking for a personal connection.

    🔊Convert text into audio with Voice Insert, our TTS tool.

    For any type of CTA you might need, we’ve got you covered

    From free trials to download prompts, each call to action serves a unique purpose and can significantly impact user behavior and interaction. By strategically implementing the right type of CTA, you guide your website visitors toward meaningful actions that support your conversion goals.

    We provide professional web design services to create customized CTA banners tailored to your brand and goals. With our expertise, we craft compelling calls to action that seamlessly integrate into your website and align with your branding. From engaging signup prompts and attention-grabbing webinar banners to striking announcements, our designs are optimized to enhance your website’s performance and boost conversion rates.

    Contact us to make an impact with CTAs that drive results.

    Banner to get expert CTA design

    Julia Taran

    Julia Taran

    UI/UX designer

    Julia Taran is a web and graphic designer at Productive Shop. She has finished one of the top UI/UX courses from Mate Academy in Ukraine (founded by an ex-Google employee), a graphic design course, a no-code design course and several SEO courses from Hubspot. She's now upgrading her knowledge with the Google UI/UX course. Julia has more than 3 years of experience in design — from mobile apps and websites to brand books and newsletters. She is a pro in Figma, Photoshop and Illustrator. She has a passion for animation and loves art (yes, she can distinguish Manet from Monet), having visited world-famous exhibitions in Paris, Rome, Venice, Vienna, Berlin, Amsterdam etc. Julia starts her mornings with the latest trends in the world of design instead of coffee. She shares her office with Sunny puppy, who is an honorable employee at the Productive Shop and attends all the meetings and stand-ups. In her free time, Julia rides a snowboard, plays a happy drum instrument (that looks like an alien ship) and travels. Julia’s credo, borrowed from Pablo Picasso, is that everything you can imagine is real.

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