Definition
A call to action (CTA) is any element that prompts visitors to take a specific action. CTAs are most commonly buttons or links with compelling, action-oriented copy that guides users toward conversion. They can appear on landing pages, in emails, on blog posts, in ads, and throughout websites. Effective CTAs are visually prominent, clearly worded, and create urgency or desire. The CTA is often the final step before conversion, making it one of the most important elements on any page.
Why This Matters
CTAs are the tipping point between browsing and converting. Even the best content and offers fail without a clear, compelling CTA that motivates action. The difference between a weak CTA and a strong one can mean 20-30% differences in conversion rates. CTAs also guide the user experience, making it clear what step to take next. In a world of short attention spans, unclear or missing CTAs mean missed opportunities. Every marketing asset should have a purposeful, optimized CTA.
Common Types
Button CTAs
Clickable buttons with action text, the most common and effective CTA format.
Text Link CTAs
Hyperlinked text within content, less prominent but useful in context.
Form CTAs
The submit button on opt-in forms, crucial for landing page conversion.
Image CTAs
Clickable images or banners that lead to conversion actions.
Floating/Sticky CTAs
CTAs that remain visible as users scroll down a page.
Exit-Intent CTAs
CTAs that appear when users show signs of leaving the page.
Inline CTAs
CTAs embedded within content, often in blog posts or emails.
Real-World Examples
1Netflix: 'Get Started'
Simple, low-commitment CTA that focuses on beginning the journey rather than committing to purchase.
2Dropbox: 'Sign up for free'
Emphasizes the free element to reduce friction and encourage action.
3Spotify: 'Get Spotify Free'
Value-focused CTA that clearly communicates what the user gets without commitment.
4HubSpot: 'Get HubSpot free'
Combines brand name with 'free' to reinforce value and reduce hesitation.
How to Use This in MagnetHub
MagnetHub creates optimized CTAs for every landing page automatically. The default CTA copy is designed to maximize conversions, using action-oriented language that emphasizes the value of your lead magnet. You can customize CTA text, color, and size to match your brand. MagnetHub's thank you pages also include secondary CTAs to guide subscribers to their next action.
See MagnetHub in Action
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Best Practices
- Use action verbs: 'Get,' 'Download,' 'Start,' 'Join,' 'Discover'
- Communicate value in the CTA: 'Get Your Free Guide' beats 'Submit'
- Create visual contrast so CTAs stand out from surrounding content
- Position CTAs strategically—above fold and after key content sections
- Use first person: 'Start My Free Trial' often outperforms 'Start Your Free Trial'
- Add urgency when appropriate: 'Get Instant Access' or 'Download Now'
- Test CTA copy, color, size, and placement to optimize conversion
Frequently Asked Questions
Related Terms
Landing Page
A landing page is a standalone web page created specifically to convert visitors into leads or customers, typically focused on a single offer or call-to-action.
Squeeze Page
A squeeze page is a minimalist landing page designed exclusively to capture email addresses, featuring only a headline, brief copy, and an opt-in form with no other navigation.
Lead Magnet Conversion Rate
Lead magnet conversion rate is the percentage of visitors who provide their email address in exchange for your lead magnet, calculated by dividing opt-ins by total page visitors.
Lead Magnet Thank You Page
A lead magnet thank you page is the page visitors see immediately after opting in, used to deliver the lead magnet, set expectations, and present the next step in the customer journey.
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