2.8 KiB
2.8 KiB
CTA Patterns
Button copy and calls-to-action that convert.
CTA Formulas
Action + Benefit
Start [benefit]ing
Get [outcome]
Unlock [benefit]
Claim [offer]
Examples:
- Start saving hours
- Get instant access
- Unlock your growth
- Claim your free trial
First Person ("My")
Start my free trial
Get my copy
Build my [thing]
Show me how
Send me the guide
Outperforms generic "Get started" in many tests.
Yes + Benefit
Yes, I want [benefit]
Yes, show me how
Yes, sign me up
Count me in
I'm ready to [benefit]
Imperative Verbs
| Verb | Best For |
|---|---|
| Get | Acquiring something |
| Start | Beginning a journey |
| Join | Community/membership |
| Discover | Learning/content |
| Build | Creation tools |
| Try | Low commitment |
| Book | Services/calls |
| Download | Content offers |
| Watch | Video content |
CTA by Funnel Stage
TOFU (Awareness)
Learn more
Read the guide
Watch the video
Get the checklist
See how it works
MOFU (Consideration)
Start free trial
Schedule a demo
See pricing
Compare plans
Talk to sales
BOFU (Decision)
Buy now
Get started
Subscribe
Upgrade today
Claim your spot
Button Copy A/B Tests
Tests often show these winners:
| Lower Conversion | Higher Conversion |
|---|---|
| Submit | Get My Free Guide |
| Click here | Start My Free Trial |
| Learn more | Show Me How |
| Sign up | Yes, I Want This |
| Download | Send Me the Checklist |
Adding Urgency
[CTA] - Limited spots
[CTA] - Offer ends [date]
[CTA] (only [N] left)
[CTA] before [deadline]
Adding Value
[CTA] — It's free
[CTA] (no credit card)
[CTA] — Cancel anytime
[CTA] — 30-second setup
[CTA] — Risk-free
CTA Placement
Landing Page
- Hero section (primary)
- After benefits section
- After testimonials
- Final section (full-width)
- After value proposition
- P.S. section
- Keep above scroll if possible
Blog Post
- After introduction
- Mid-content (if natural)
- End of post
Surrounding Copy
Above CTA
Ready to [benefit]?
Join [number]+ [audience] who already [benefit]
Stop [pain]. Start [benefit].
Below CTA (Microcopy)
Free forever. No credit card required.
30-day money-back guarantee
Setup takes 2 minutes
Cancel anytime. No questions asked.
CTA Contrast
For multiple CTAs on page:
| Primary | Secondary |
|---|---|
| Filled button | Ghost/outline button |
| Start Free Trial | See Pricing |
| Get Started | Watch Demo |
| Buy Now | Learn More |
CTA Checklist
- Action verb starts the CTA?
- Benefit clear?
- Matches page intent?
- Contrasts visually?
- One primary CTA per section?
- Risk reducer nearby?
- Mobile tap-friendly size?