CTAs: meaning, purpose and examples

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What makes good CTAs? How can they improve user experience and increase conversion rates? Here you can learn all about call-to-action buttons, their purpose and meaning, as well as some examples.

What is a CTA?


A CTA (short for call-to-action) is a call to action that asks the reader to do something specific. CTAs can appear in many different formats, from “click here” to “sign up now.” Once a reader interacts with your CTA, they expect a certain benefit or value in return. So if you’re not sure what exactly your target audience wants or needs, it’s best to answer that question first. Then you can develop the right CTA for your audience and content.

Why are CTAs important?

Because they grab the reader’s attention and make it clear what to do next. If a reader doesn’t know what to do, it is very likely that they will simply give up and leave the page.

So a CTA gives the reader clear instructions and motivates them to do something. What are the different types of CTAs? The most popular CTAs are “Buy”, “Sign up now” and “Download now” buttons.

But CTAs can also appear in other formats, such as an image or video link or as part of body text.

What is the purpose of a CTA?

A CTA is a call to action. CTAs are often used in advertising and on websites to get the target audience to perform a specific action. The action can be something as simple as downloading an e-book or filling out a contact form. Or it can be something more complex like buying a product or signing up for a service. There are endless possibilities of what can be called a CTA. The main thing is that it is a call to action and not merely information. So when you’re looking for ideas for your next CTA, keep the following in mind: – Motivate the reader to do something – Be creative – Keep it simple

Where a CTA should best be located:

  • at the end of the text to prompt the reader to take an action (e.g. “Click here to learn more”)

  • at exciting points in the text to capture the reader’s attention (e.g. “Read on to find out why”).

CTA for email marketing

The main goal of email marketing is to generate clicks and thus boost sales. But what is the best way to achieve this goal? Here are some tips:

  • Be creative – The subject line is the be-all and end-all when it comes to email marketing. If you don’t know how to draw your readers’ attention to your emails, try something new. Surprise them with something unusual or exciting in the subject line to keep them reading the rest of the mail.
  • Use personalized content – more and more people respond positively to personalized content like “recommendations for you” or “similar products”. Through such personal touchpoints, you bind your customers more closely to you and thus increase the likelihood that click rates will increase. So use data analytics to find out which offers might be interesting for which type of customer!
  • Create responsive designs – it’s a fact: More and more users are accessing emails via mobile (by the way, this also applies to social media ads!). So when creating your mails, make sure that they automatically adapt to the screen sizes of mobile devices.

How do CTAs help with conversion rates?


The main purpose of a CTA is to grab the reader’s attention and get them to do something specific. This can be done in many different ways. However, the best method always depends on the target group. If you don’t know your target audience well, it’s difficult to design a CTA that really works. CTAs should be relevant and motivate the reader to read on or do something. The text must be clear and to the point. Here are some tips for designing effective CTAs:

  1. Be creative and think outside the box.
  2. Use the location of your CTA. For example, if you’re on a website, you can place a CTA in the sidebar or at the end of an article.
  3. Pay attention to the color and design of your CTA. First, the color of your CTA should stand out and second, the design should be appealing.
  4. Use actionable language. CTAs should contain prompts so the reader knows what to do. Examples of actionable language include: “Buy Now”, “Learn More”, or “Download Now”.
  5. Test your CTAs. If you don’t know if your CTA works, test it! It’s important to see if people click on your CTA and what they do when they do. If you find that no one clicks on your CTA, change it and test it again.

Here are guides and other tips that might help you with this issue:

How do you develop a strong CTA?

Start with the question: What does my audience want? Once you’ve answered this question, you can find the right tone for your CTA – direct or playful, formal or informal – depending on what best fits your brand’s personality. Remember: any good CTA should be clear (highly visible and easy to understand), relevant (to your content), and attractively designed.

What should a good CTA look like?

A good CTA should be clear, understandable and motivating. This means that the purpose of the plot is clearly defined and there is no room for interpretation by the reader. Word choice is important to grab the reader’s attention and get them to perform the desired action. At the same time, it must be ensured that the motivation is high enough for the reader to actually act.

Writing CTAs: This is what you should keep in mind


The following tips should help:

  • Remember to know your motivation. What goal do you want to achieve with it? Should the reader buy something, sign up or participate? If you don’t know what exactly you want your CTA to do, it’s hard to make it effective.
  • Make sure your CTA is unique. Don’t confuse the reader with vague statements or innuendo. Be precise and clear in what you ask of him.
  • Make it easy for the reader. The more steps the reader has to take, the less likely they are to actually do what you want. Ideally, the call-to-action should be just one click away.

Writing CTAs: What to avoid

  1. Packing too much information into one CTA. This can overwhelm the reader and cause them to miss the most important message.
  2. Using too many technical terms. If possible, use simple, commonly understood language.
  3. Anchor the CTA to a specific location. As a result, it is less likely to be seen and can be easily overlooked.
  4. Leaving too much space for the CTA. This makes it seem insignificant and easy to ignore.
  5. Not making the CTA clear enough. If the reader doesn’t know what to do, he will probably ignore them.

Writing CTAs with neuroflash

It may sound strange, but it is perfectly possible to use an AI to write CTAs. An AI can help find the right words and phrases to highlight a particular action. It can also help to find the right position for the CTA in the text. However, it is important to remember that an AI is only as good as its training data. So if there is not enough data to properly train an AI, the results may be inaccurate. In addition, one should always be aware that CTAs must ultimately be written by humans. An AI can be helpful, but it does not replace a professional writer.

With neuroflash, it’s easy to have effective call-to-action buttons created. For this, you simply need to describe in the briefing a description of your product or service and in 120 characters what action should take place. The whole thing could look like this:

By the way, here you can learn how to write a good brief so you can get the most out of the magic pen. You can also use the tool to create product descriptions. Just write some necessary keywords in the fields and let the magic pen surprise you with the results.

Alternatively, you can use the Freestyle tool, which also offers you a variety of optimal CTA options.

Rules and examples for call-to-actions

The first and most important rule for a CTA is that it must be clear. You want people to understand what you want from them at first glance. If your message is not clear, people will either do nothing or do something different than you intend. Second, your CTA should be specific. The more accurate you are, the better it will work. Third, the CTA should be motivational – preferably pointing to a benefit or free offer. And fourth, build trust! Use pictures and testimonials to show that other people have already had success and are trustworthy sources (assuming they are good testimonials, of course).

Example neuroflash

  1. Buy now!
  2. Learn more!
  3. To the store!
  4. Download!
  5. Register now!
  6. Follow us on…
  7. Do not miss…
  8. Share this with your friends!
  9. Register now
  10. Save…
  11. Get…
  12. Click here for/to….
  13. Sign up under…
  14. Fill…
  15. Write us at…
  16. Send review for…
  17. Submit rating & …
  18. Submit comment
  19. Subscribe now!
  20. Call

CTA examples from companies


It is important that companies recognize the importance of CTAs and plan them carefully. However, these can take a lot of work, especially when it comes to finding the right words and images. AI tools like neuroflash can help with this by providing effective results in a matter of seconds.

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