Think about all the times you‘ve signed up for things in your life. Did you once download Evernote? Dropbox? Spotify? Maybe you’ve even taken a class on General Assembly.

People clicking a call-to-action button

Each one of these signups is likely a result of an effective call-to-action (CTA).

Download Now: 28 Free CTA Templates

Think about it: If you hadn’t been drawn in by the copy or design of the CTA or been guided so eloquently through your sign-up process, you would probably use a lot fewer apps and websites than you do now.

In this post, we’ll explain how using strategic CTAs can guide your visitors through the buying journey and highlight our favorite examples.

What is a CTA in Marketing?

As a marketer, CTAs are relevant because they encourage your audience to take action on a marketing campaign.

Ultimately, the goal of any marketing campaign is to guide your audience in the buyer’s journey so they eventually make a purchase.

Types of CTAs

Not all marketing campaigns use the same types of CTAs since there are several tactics you can use to guide your audience in their journey. For instance, a marketing campaign with the goal of gaining more newsletter subscribers might utilize a form submission while a campaign enticing users to “learn more” may include a button.

Below are common types of CTAs that are used in marketing. Keep in mind that every brand and audience is different so it may be beneficial to A/B test CTA types and designs in order to figure out which ones work best for you.


By far the most common type of CTA, buttons are icons with an actionable phrase written in them that entices users to click and take further…

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