what does call to action mean essay

How To Write a Call to Action That Works [Tips + 6 Examples]

Ready for your marketing campaigns to actually drive results? We’ll show you how to motivate your audience with a killer call to action.

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You know how they say a closed mouth doesn’t get fed? If you want someone to do something, you gotta ask for it. Writing a killer call to action (CTA) is one strategy to get what you want.

Whether you’re trying to get people to buy your products, sign up for your emails, or join your cult, crafting the perfect call to action is essential for success.

But how do you write a call to action that stands out from the crowd and actually drives results? In this blog post, we’ll show you how to motivate with some powerful examples of moving calls to action and tips on writing them yourself.

Bonus: Download a free guide to social advertising and learn the 5 steps to building effective campaigns. No tricks or boring tips—just simple, easy-to-follow instructions that really work.

What is a call to action?

A call to action is a word or phrase that prompts action. It is a marketing term to describe urging your audience to act in a certain way.

A call to action can appear as a clickable button or simply as a piece of text. Call-to-action buttons and phrases can appear at any place in the user journey that you want to direct your audience.

Let’s say you’re trying to sell a pair of shoes on Instagram, and you’re crafting clear social media CTAs . You might have a call to action at the end of your social post caption that says, “Click the link in our bio.” The link in your bio could lead to a product page with information about the shoes on it. The call to action on this page would be an “Add to shopping cart” button.

CTAs aren’t just for social media. They can also appear in emails for an email marketing campaign, on paid ads, at the end of a blog post, and on landing pages.

CTAs are common in print marketing, too — think billboards or flyers that scream “Call Now!”

Examples of common CTAs

You’ll see plenty of CTAs around, but there are a few tried and tested phrases on repeat.

These common CTAs are uncomplicated phrases that tell your user exactly what to do and what they can expect once they follow through. There’s power in simplicity, which is why you’ll see these words used over and over again.

Some of the most common CTAs are:

• Try for free
• Add to cart
• Get started

Why is a good CTA important?

A well-crafted call to action serves as a bridge or a well-lit path. It guides your user where you want them to go. Which, if your business plan is in the right place, will be toward your goals.

A strong CTA will grab customers’ attention and incentivize them to take the decisive step necessary to achieve their goals. Effective CTAs give customers confidence in your business. They can communicate security, trustworthiness, and convenience, all of which can increase conversions or drive traffic where you want it to go.

Calls to action can also combat decision fatigue. When someone has too many options, they can become overwhelmed by choice. CTAs can help cut through decision confusion by giving your reader a direct command. Now, go read the best practices for creating effective CTAs.

Best practices for creating effective CTAs

Much like cutting your bangs, there’s a right way and a wrong way to go about creating CTAs. You’ll need to consider things like copywriting, design, visuals, and placement on a webpage.

It might seem like a lot, but we’ve got you covered with the handy best practice list below!

Make it concise and clear

The CTA should be concise and lay out a clear request for the customer, whether that be for them to join a mailing list or purchase a product or service. Don’t write your reader a paragraph with the CTA buried within it; you want them to be able to immediately know where they should go.

Source: Squarespac e

Make it visible

People don’t scour your web page. They don’t read every word, and they certainly don’t like searching for something. If your CTA isn’t immediately obvious, you will lose your viewer’s interest in seconds. Remember, a competitor is likely doing the same thing you are, and your customers are spoilt for choice.

Make your call-to-action buttons or phrases clearly visible on your page. You can tailor your imagery or site design to point to the CTA for added visibility. Take Fashion Nova, for example. Here, the banner model’s body points toward the Shop Now CTA.

Source: Fashion Nova

Use white space

A great way to make sure people can see your CTA is to surround it with white space.

Don’t be scared of white space on your website! It allows your viewers to breathe in between content and can highlight important information.

Surrounding your button CTA with white space makes it pop.

Source: West Elm

Use contrasting or bold colors

Stop signs are red for a reason. They pop out among cityscapes or the countryside because that bright, arresting red isn’t at risk of blending in. Do the same for your CTA button colors.

Keep in mind that you shouldn’t veer away from your brand colors. A secondary brand color can do the job well. (And if you want to know more about brand colors and a consistent style guide , we’ve got you covered.)

Source: McDonald’s

Have well-considered page placement

Where you place your call-to-action buttons matters a great deal. You want to consider the natural flow of your user’s journey. You’ll have some users who immediately want to get shopping or head to the next page, and you’ll have users who want to scroll through your landing page before moving on.

A call to action should be placed under your header and at the bottom of your page. You want to capture people immediately (if they’re willing) and give those who need a bit more time another opportunity to hit that CTA at the bottom.

Source: Squarespace

Write benefit-forward supporting text

Supporting text is the content that comes before or in between your CTAs. It can be blog content, email body copy, the text on your website, or any copy that supports your CTA.

This extra information is your opportunity to show your audience the benefit that befalls them when they click your CTA.

For example, maybe you’re trying to get an audience to sign up for your email newsletter. If you want to convince people to hand over their email addresses, you’ll have to tell them what that newsletter will do for them.

A copywriting newsletter might say something like, “We sift through thousands of copywriting samples and pull only the best for you to repurpose for your own use. Plus, we tell you exactly why they work, so you don’t have to spend time puzzling through strategy. Impress your clients, save time, and look like an expert. Sign up today.”

The supporting copy highlights benefits so the call to action feels extra compelling. The reader knows exactly what to expect when they sign up for the email newsletter and how it will benefit them.

Create thoughtful copywriting

Aside from benefit-forward supporting text, the rest of your copywriting needs to be on point. Everything, from your site headers to your social posts, needs to be in your brand voice and speak directly to your audience.

Don’t forget to pay attention to the language you’re using both in and around your calls to action. Powerful words strike a chord with your audience’s emotions. White-hot CTA copy is an explosive way to skyrocket your ROI. (See what I did there?)

That being said, don’t confuse your audience. While your surrounding text can be full of powerful language, your CTAs need to be clear so your audience knows where they are headed. “Take the Quiz” or “Shop Now” gives your audience everything they need to know about where the button leads.

Source: Qunol

Test, test, and test again

The only way to really know if you’re using the best version of your CTA is to test it. Running A/B tests on your calls to action will show you which strategy performs the best.

It’s a simple method: You change one element (like your copy, placement, or colors) and let it run for a set amount of time. Then, see how it compares to the previous version.

6 great call-to-action examples

Now that you know what to do, it’s time to check out what others are doing! Get inspiration for your next CTA from the examples below.

Oh, how we love a good mystery! Whether it’s a cheesy crime drama or a surprise gift from a company, there’s something about not knowing what you might get that is just so enticing.

Glossier’s “It’s a mystery!” CTA makes us itchy to click that button just to see what’s on the other side.

Source: Glossier

Article uses color to its advantage with the website’s call-to-action buttons. Their secondary brand color is a bright coral, which you can see is used for the “Add to cart” CTA button.

It’s clear, eye-catching, and concise, everything a great CTA button should be.

Source: Article

Coco & Eve

Coco & Eve’s email marketing campaign uses a discount code as a CTA. Who doesn’t love saving money? Incorporating your discount code into your CTA is a clever way to get people to click.

Source: Coco & Eve’s email campaign

While this strategy worked well in Coco & Eve’s email campaign, they ran into CTA limitations on other platforms, like Facebook. If you’re advertising on LinkedIn or Facebook, you’ll know that the apps force you to use a set of standard CTA copy on the buttons.

While this poses some limitations, you can still add supporting text that motivates your audience to click. Below, Coco & Eve included the discount code on the imagery instead, which is just one of many clever ways to go about Facebook advertising .

Source: Coco & Eve on Facebook

Twitter’s “Tweet” CTA uses its own brand-specific language. Before the rise of social media, if you had told someone to tweet something, you’d be met with a blank stare. (We’ve come since 2006, truly.)

To do this yourself, just create a globally-used platform that makes birdsong synonymous with snippets of thought. Easy.

Source: Twitter

Tushy uses social proof as supporting text in its Instagram story ad . The “100,000+ 5 Star reviews” statement below serves to motivate others to grab a Tushy. Social proof is one of those marketing tactics that just works. People look to other people to determine what’s hot and what’s not.

Social proof works a lot like the bandwagon effect , a kind of cognitive bias. The bandwagon effect is pretty much exactly like it sounds; when a majority of people like or endorse something, it’s often picked up by others. And, with 100,000 5-star reviews called out, Tushy is using the bandwagon effect to its full advantage below.

Source: Tushy on Instagram

NatGeo dangles a free trial in its Instagram ad, one of many effective call-to-action ideas you can shamelessly steal. Although, when so many people are doing it and finding success, is it really stealing?

Source: NatGeo on Instagram

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Colleen Christison is a freelance copywriter, copy editor, and brand communications specialist. She spent the first six years of her career in award-winning agencies like Major Tom, writing for social media and websites and developing branding campaigns. Following her agency career, Colleen built her own writing practice, working with brands like Mission Hill Winery, The Prevail Project, and AntiSocial Media.

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What Is a Call to Action in Writing?

Written by Rebecca Turley

How do you inspire readers to take action?

A Call to Action (CTA) in writing is your opportunity to motivate readers to take some type of action. Can your writing and accompanying CTA be compelling enough to motivate your readers to take the next step, make the next move?

That’s the million-dollar question.

Call to Action: What It Is, What It Isn’t, and How to Successfully Use It in Your Writing

So, what exactly is a Call to Action and how can you best utilize it as a writer?

A CTA in writing is a clear and direct message that should elicit a strong response from readers to do something . In marketing lingo, this something is called a “conversion” – turning observers into doers.

Think of it as a “hook, line, and sinker” moment – you want to inspire the reader to do what you want them to do. Maybe it’s subscribe to your online newsletter, book a service, or buy a product—a CTA is a one-liner that gets the job done. It can be an outstanding marketing tool that keeps your reader engaged and ready to act.

It may be a small, two-word phrase or as long as a sentence, but its goal remains the same: to provide your reader with direction on what to do next. You provided them with compelling, interesting text; now’s not the time to leave them hanging! Finish it off with a great CTA and you’ve accomplished your goal.

CTAs are most often used to make a sale by providing a direct path to the product or service you want them to buy. But they can also be helpful for building your customer base and generating leads for future sales. Most CTAs are used as hyperlinks that take the reader where you want them to go, but they can also motivate the reader to make a phone call, download a brochure, or complete a similar activity.

Creating an Effective Call to Action

Once you understand the goal of the CTA, it becomes rather easy to write one yourself. But there are some tried-and-true rules to follow to ensure your CTA is everything it can be.

A CTA is NOT:

• Overly wordy

Start your CTA with a strong action verb .

A CTA doesn’t take time to get to the point. It accomplishes its goal by telling the reader exactly what to do.

Think “authoritative” when choosing your words for a CTA. Those action verbs should inspire and convince the reader to do something, so now’s not the time to underwhelm them. When choosing that action verb, think about how best to direct your reader:

Use words that excite and motivate the reader.

Get them motivated and curious to make the move. Think about persuasive language here, about intriguing your reader to want to know more or make a move. Persuasive language speaks to saving them money, saving them time, or improving their lives in some way:

• Sign up to join the millions of others who are taking steps to save the planet!
• Click here to start saving money today!
• Call today to book your dream vacation!

Create a sense of urgency.

You can create a sense of urgency in a number of ways. Add an adjective, make a promise, or elicit FOMO.

• Order yours today, while supplies last!
• Get free shipping for a limited time!
• Lose weight in just 4 weeks!
• Call today and enjoy 50% off your purchase!

Eliminate wordiness.

You have one opportunity to capture their attention and motivate them to click. Don’t waste it by overloading your CTA with unnecessary words or confusing text. Think straightforward, clear, concise, and to the point.

If you aren’t getting the response you hoped for, switch it up.

You never really know if your CTA is going to be effective unless you give it a whirl. If you aren’t getting the response you hoped for, it never hurts to try another tactic. Remember that CTAs are not a one-size-fits-all approach, so you may need to experiment to find one that works best for your audience.

Need a little inspiration to create the perfect CTA? Here are popular CTA phrases designed to boost your conversion efforts.

Do you want customers to sign up or subscribe to something?

• Subscribe now
• Don’t miss out
• Get started now
• Stay up-to-date
• Remain in the know

Do you want customers to keep reading your content?

• Find out more
• Discover more
• Become part of our community

Do you want customers to take advantage of a deal or discount?

• Claim your offer
• Claim your discount
• Redeem your discount
• Start your free trial now
• Start shopping now
• Claim our limited time offer

Adding a Secondary Call to Action: Another Tool in the Writer’s Toolkit 

A secondary CTA is not simply reciting the primary CTA twice or rewording the primary CTA. It serves as another option for the reader.

Here’s a good example:

Primary CTA: Donate now to help save endangered white rhinos!

Secondary CTA: Sign up for our weekly e-newsletter to stay up-to-date on conservation efforts for the endangered white rhino.

The primary CTA is a great example of providing the reader with an immediate opportunity to act. But not all readers may be ready to pull out their wallets and make a donation. That’s there the secondary CTA comes in. You’ve captured the interest of the reader enough to inspire them to sign up for your weekly e-newsletter, which could translate into a donation somewhere down the road. Secondary CTAs provide the reader with another opportunity to take action, thereby allowing you to boost your conversion rate.

The secondary CTA should be featured less prominently than the primary CTA because you ultimately want the reader to click on the primary CTA. Remember: The primary CTA should be the most desired action you want your reader to take. A secondary CTA shouldn’t compete with the primary CTA; it should complement it.

But the secondary CTA is certainly an excellent option for those who don’t find the primary CTA appealing. The secondary CTA captures that reader who may have moved on from your website or blog without taking any action at all (i.e., lost conversions). By keeping your reader engaged and returning to your site with the secondary CTA, you’re naturally increasing your chances of enticing the reader to act on the primary CTA in the future.

Secondary CTAs may also be used to simply grow your social reach. A great example of a secondary CTA in this case is to simply encourage the reader to follow you on Twitter, Facebook, or LinkedIn. You can also encourage the reader to share your article or blog on their social media platform of choice. Either way, it’s a great way to boost your social media presence.

5 Steps To Writing an Effective Call to Action (With Examples)

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Laura Jane Bradbury

An effective call to action (CTA) encourages content engagement, converts visitors into leads, and helps people discover your business. It should offer value to the reader and explain what to expect from taking action. 

If a CTA doesn't have a clear message, feels too generic, or isn’t aligned with your audience’s concerns, readers won't act. This could cost you potential customers and income. 

As a professional copywriter with six years of experience, I’ve helped many small businesses reach their goals through calls to action. Here, I'll share the best practices for writing persuasive CTAs.

Key Takeaways

•  A call to action encourages readers to engage with your content, purchase a product, and learn more about your brand.
• It should be short, direct, and enticing. Use action verbs to motivate people to act.
• Ensure you clearly explain the value your audience will get from following your CTA.

Examples of great CTAs and why they work

Below are five CTA examples from high-profile businesses. We'll look at why they work, and what techniques you can apply.

Semrush: Use persuasive language

Cta: “get a free trial” .

Blog posts are a great place to put a CTA, as readers are already interested in the topic and more likely to respond to your suggested action. Engaging and relevant content can also lead to higher clickthrough rates, helping more readers learn about and interact with your business.

Semrush provides a great example of how to write a good call to action in a blog post. After sharing a detailed guide on search engine optimization (SEO) for blogs, they suggest readers sign up for a free trial to begin implementing SEO. Putting the CTA at the end of the post lets readers consume valuable information before discovering how to apply it.

The CTA works because:

• It includes the action verb “Get” — grabbing the reader's attention.
• The CTA is clear and eye-catching: The yellow box separates it from the post's content, while the purple highlights the specific action to take.
• The CTA text highlights the value for the reader immediately : The trial is "free" and Semrush conveniently provides "everything" in "one" place, so busy entrepreneurs and marketers don't need to jump from tool to tool.

Here are some action words and phrases (in bold) to consider for your own CTA. Play around with them and see what works best: 

LOOKFANTASTIC: Create urgency

Cta: “hurry, this offer is for today only”.

There are many CTAs you can use on social media . If you want to increase engagement, for example, you can ask people to comment on, like, or share a post. In this case, LOOKFANTASTIC wants to encourage its followers to shop a specific brand on its site.

• It offers an incentive — 25% off. 
• The use of "Hurry" and “TODAY only” creates urgency : This motivates customers to take advantage of the offer before it's too late.
• LookFantastic addresses the concerns of its customers : The text highlights that the products are "skin-loving."

Career Contessa: Offer an incentive 

Cta: “i’m so in”.

Email newsletters can build customer relationships, drive sales, and be an effective digital marketing channel. However, people are increasingly less willing to share their email addresses.

To encourage people to subscribe, Career Contessa has created a signup form in the middle of its homepage. This gives readers a chance to see what the newsletter is about and what type of content they can expect.

Notice how the CTA banner is clear and concise, explaining what people will receive by signing up.

• It uses language that's relatable to its audience: The site’s young, female readers will identify "Level up" as advancing their careers.
• It makes people feel included : "I'm so in" creates the feeling of joining an exclusive group or club.
• There’s an incentive to join : The text offers readers "a shortcut to success." 

Uniqlo: Consider the buying stages

Cta: “learn more” .

Customers want to know what they’re signing up for before downloading an app. Uniqlo knows this and tells their customers exactly what to expect from their new app. So, rather than telling people to “Download now,” the CTA suggests readers “LEARN MORE.” 

• It’s short and direct , making it easy to understand and follow.
• Customers understand the value — the accompanying illustrations and copy convey the benefits of the app.
• There’s lots of action verbs — “Get”, “Download”, “Sign up”, “Scan + Shop”.

Tip: Before adding a CTA, consider where your customers are in the buying stages. While a regular buyer may instantly click to “shop now,” a new customer may need more information. New products might also require additional context in order to help customers understand their value.

New York Magazine: Use bold visuals

Cta: “subscribe now” .

Most consumers prefer a brand to contact them via email . New York Magazine is a great example of how to write a call to action for email,. You’re immediately drawn in by the newsletter’s image emphasizing that it’s the “LAST CHANCE” to take advantage of its offer. 

This encourages readers to take action by triggering the fear of missing out. The publication then describes all the benefits of joining — including its free tote bag — to entice users to click the “SUBSCRIBE NOW” button.

• It creates urgency: “SUBSCRIBE NOW” emphasizes that you should take action immediately.
• The accompanying text is descriptive: “award-winning,” “exciting,” “fresh,” “sharp.” These adjectives suggest the content is unique and high quality, helping convince readers that the magazine is worth investing in. ‍
• The CTA is visually bold: The black button stands out against the white background and contrasts with the colorful main image.

5 key elements to include in your CTA:

Based on the above examples, here are five critical aspects of a great CTA to include in your own:

1. Use simple and direct language

‍ This ensures people understand the desired action. For example, “Subscribe now” is easier to follow than “You can subscribe now by clicking this link.” Make sure the accompanying text promoting your CTA is clear and easy to read .

2. Provide value to your readers

‍ Who is your target audience and how can your CTA solve their concerns? Will a discount code save them money, or can you offer useful expertise and advice? Demonstrate exactly what your CTA will deliver and how.

3. Create a sense of urgency

‍ Include phrases like “limited time offer” and “for today only” to motivate users to act. Pair these with action-oriented words like “subscribe” and “download” to encourage a particular action.

4. Consider your target audience

‍ While “Visit this link” may suit a formal, professional audience, “Check out this link” works for a younger demographic. Be sure to use language and a tone of voice that your customers will understand and relate to.

5. Make your CTA stand out

‍ Your CTA should be eye-catching and easily noticeable so your audience doesn't scroll past it. Use contrasting colors, emojis, bold fonts, and buttons to draw people in.

How AI can help you write better CTAs

Now you know how to write a great call to action, let’s look at how Wordtune’s AI tools  can speed up the process.

Shorten text without losing the meaning

A call to action needs to be short and direct, succinctly telling the reader what action to take. Many CTAs are also written on a button, meaning you can only use a few words.

Using the Shorten button in Wordtune Editor can help you create a punchy CTA.

Get Wordtune for Free > Get Wordtune for Free >

Click on the sentence you would like to edit, and press Shorten . The Editor instantly generates alternatives. Notice how Wordtune’s suggestions are more direct, making them easier to understand. 

Find alternative words

Whether you’re stuck on which action verb to use or you want to make your CTA’s benefits more descriptive, Wordtune can provide suggestions. 

To find alternative synonyms, highlight a particular word and click Rewrite , Casual , or Formal . In this example, I wanted a casual tone for social media, so clicked Casual to generate a list of alternative, informal words.

Use prompts to generate text

Wordtune's Create tool can help you brainstorm and plan your CTA copy.

To generate text, click Create and type in your prompt — no more than 1,000 characters.

AI Prompt: Create persuasive copy to entice customers to download our app to receive 10% off, with a direct call to action.

Using this prompt, Wordtune quickly created an enticing paragraph for me: 

Wordtune can generate a specific CTA — “Download our app now” — which can be made into a CTA button. It can also create accompanying text to entice readers. Using the AI-generated copy, you can choose individual sentences to include such as, “With just a few clicks, you can browse our wide selection of products.”

Adjust tone of voice

In addition to suggesting synonyms, Wordtune’s Casual and Formal buttons can alter sentences to match your desired tone.

Here, I clicked the Formal button. In response, Wordtune removed the contraction “you’ll” and made its suggestions more direct, precise, and easy for readers to consume. 

Conclusion:

A powerful call to action encourages readers to act, whether that’s by engaging with your content, buying your products, or learning more about your services. This can increase website views, sales, and bookings.

Keep your CTA short and direct, explaining in simple language how it will provide value. Ensure the tone aligns with your target audience, and create a sense of urgency to motivate readers to act quickly. Help your CTA stand out against your text by using contrasting colors, emojis, and bold fonts. Follow these simple steps and you’ll be writing eye-catching CTAs in no time.  

Want to learn more? Check out our guides on how to create an effective tone of voice to reach your target audience and how to boost readability to write clear, succinct CTAs.  

What type of content should include a call to action?

Any content can be an ideal opportunity for a CTA. From social media and blog posts to landing pages, ads, emails and videos. 

Where should you place a call to action?

Calls to action are typically placed at the top, bottom, or side of a webpage. Take into account what your readers need to know before acting to find the best placement. For example, place a discount code at the top of your homepage. Or, if you want readers to share your content, it’s best at the end of the page. 

Can you use multiple calls to action on a webpage?

With care, multiple calls to action can be used on the same webpage. For example, ask people to subscribe to your email list via a button while also adding a link to download an ebook. The key is to ensure your calls to action are spread out and organized in a way that doesn't overload the reader. 

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7 Call to Action Examples You Have Never Seen Before

At great risk to my sanity, I went online with the intention of finding as much advertising as I could.

The goal: to find call to action examples (CTAs) that were fresh, original, unique, and compelling.

My discovery: Almost everyone is using generic CTAs. Safe, boring, and forgettable. The 7 innovative call to action examples I found made those brands stand out immediately.

Your opportunity: By changing 2-3 words of a call to action, brands can stand out in a small way from the hopelessly ordinary competition.

Less than 0.00001% of CTAs Are Unique

This is not a scientific number. I came up with it out of spite after an exhausting search.

Refresh the examples in a listicle about calls to action, my editor said. 

I thought this was going to be easy.

It was a nightmare. 

Websites for brands large and small were universally boring in terms of calls to action. The most tantalizing offer I could find was usually “Free Trial”, which brought me to a page with miles of fine print. 

I thought maybe the aggressive pay-per-click advertisers would put together some compelling calls to action. Nope. The name of the game there is using every conversion hack at once. 

Here’s a typically boring call to action example that most people are using :

I think this offer hits every cliche tactic: the ticking clock, a warning emoji about sell-out risk, money-back guarantee, a steep discount, etc.

Then I tried social media, which was even worse. Facebook gave me nothing in the way of an inventive CTA. Absolutely nothing.

I checked Reddit–as always, a wonderful place, just not for buying things.

On X (fka: Twitter), I was hoping to find some good scammy infoproducts, maybe some clever hardsells. But I was disappointed. I could have made a full quilt that spelled out “unoriginal” with all the thread emojis inviting me to click and read a tweet-storm. Here’s why that trend is played out: 🧵/23

My wife told me that TikTok has been ruined by advertisers and influencers–so I was really excited about that. This is where the real ingenuity must be. 

Nope. It’s a simple SHOP button that overlays influencer videos. That’s it.

But in the end, I prevailed. I found 7 examples of brands actually trying something new with their call to action. They used this small detail to support their brand image or speak to their audience.

7 Truly Unique Call to Action Examples

1. cloudflare.

“Under attack?”

That is a viable button you can click on Cloudflare’s site. 

I love it. 

Cloudflare has positioned themselves as a cybersecurity version of calling 911 when there’s an intruder in your house. And they did it using two words, a question mark, and a construction-zone orange button in the navbar.

I assume the majority of people who click that button are like me: not currently under attack, but curious about what the next steps would be if they were.

I wanted to learn more because of the clever call to action. If the button had said Learn More, I never would have clicked it.

2. Backcountry

The online outdoor retailer Backcountry hires the people who stay up around the fire fighting about which hiking stove weighs less. You know the type: Gearheads.

This is a huge selling point for Backcountry. When people buy kayaks, avalanche beacons, and so on, they really want to know that this gear works.

Call a Gearhead. Text a Gearhead. These are creative, on-brand calls to action nested in a familiar dropdown menu.

You have a question about climbing rope? Now you are talking with a woman who climbs 3 times a week. 

3. LINGs CARS.com

This is actually a fairly tame example of the calls to action on LINGsCARS.com , one of the most successful car leasing services in the UK. 

Ling broke every rule of web design to bring us this masterpiece. I know neons are in right now, but most people aren’t using all of the neons, at once, with a paisley background. 

CrazyEgg will lock me out of WordPress if I actually recommend a call to action that includes three Order Now buttons that blink at random intervals. So I am not going to do that.

I will say with 100% certainty, however, that I have never seen call to action examples quite like this ever before. 

4. Niki Whittle

Niki Whittle is an online personal stylist who has helped thousands of clients find joy instead of anxiety at the prospect of getting dressed and going out into the world.

The text of her CTA button speaks directly to that goal: Help me enjoy getting dressed!

If you swapped out Niki’s personalized text for a basic “Find Out More” button, I think the call to action would suffer. 

Her choice of text is intimate. No adult is going to ask for help getting dressed unless they fully trust the other party to understand where they are coming from. The way that Niki has framed the call to action shows that she understands. 

Due to California regulations, the beverage brand Ceria couldn’t exactly say what their new product was. With the help of the marketing agency Mother, Ceria found a clever way to get their audience to connect.

The call to action they used was a Spotify playlist people could download by scanning a barcode styled like the familiar Spotify audio waveform.

There’s a cool story behind this ad campaign, which appeared online and in-print in California. 

I’m not going to rehash it here because you should go visit the site of the people who did the work , not hear about it third-hand, looking at screenshots I took while I was way behind schedule writing this post.

6. AllTrails

Have you ever seen a limited time offer that isn’t pushy?

AllTrails nails it with this email they sent me. If I go outside, this weekend only , they’ll plant a tree on my behalf.

It’s a positive push, encouraging me to do something for my health, and it won’t cost me a dime. Until AllTrails called me to action, I just had weekend plans. Now I am saving the forest. 

The invitation to “Join In” isn’t super original, I know, even with those cute little tree icons.

But the call to action is social. It’s not “Register” or “Find out more”, it’s about connecting with other people. AllTrails has 50 million users. This is a real community, and AllTrails is smart to frame it that way. 

7. Avocado Green Mattress

Avocado Green Mattress has upcycled bedroom furniture people can buy to complement their organic mattresses.

The call to action is “Shop Zero Waste” is a clear call to the type of buyer who is willing to pay a premium to minimize their impact on the environment. “Shop” would work, but it doesn’t highlight the key selling point of their furniture.

It’s a small detail, but most people buying online have 5-7 tabs open. I know I do. With buyers scanning all these different sites, I think it makes sense to foreground your unique features in the button text.

More Call To Action Examples

Here are some twists on classic calls to action. I can’t say I’d never seen these types of tactics before, but the following examples are well done.

The call to action text speaks to the audience, aligns with the brand image, or is simply more inviting than a generic “Try Now” button.

Kati Curtis Design

Kati Curtis Design opted for a slight variation on the Get In Touch call to action by including her name. 

I’m not going to belabor the point about what’s going on here, but this slight personalization will absolutely stand out.

I think this is a good idea if you are the face of your business as opposed to a brand. “Get In Touch With The Owner” could work, too.

Havenly is an online interior design service company. I liked the invitation for customers to “Find Their Style.” 

They could have stuck with “Learn More” or “Book a Consultation,” but those aren’t personal at all. Those are also fairly passive calls to action, versus “Find Your Style,” which is much more active.

Birchbox , the popular cosmetics subscription box opted to use an invitation style call to action:

“Build Your Box”

It’s intuitive, on-brand, and crisp. 

One issue people have with subscription services is that they get products they don’t want. With this short call to action, Birchbox is countering that objection by offering their customers an active role in building their own box. 

Art & Logic

Art & Logic is a software development company with an approachable call to action.

Yes, they decided to go with “Let’s talk about your project” instead of something sterile or gimmicky.

Building custom business software is insanely complex, but Art & Logic makes the next steps as easy as possible.

Make your website better. Instantly.

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Business growth

Marketing tips

16 call to action examples (and how to write a CTA)

What comes to mind when I try to think of a powerful CTA (call to action) is the one my dad expertly executed daily by bellowing at me to get a job . Fresh from a college experience that promised the world but mainly delivered a mountain of student debt, I was under the assumption that adulthood was supposed to be full of quirky adventures and unexpected meet-cutes, not unsolicited career advice from a man who still struggles to connect to Bluetooth.

Eventually, his CTA successfully motivated me to become a productive member of society. And  that's the magic of a compelling CTA—it jolts you out of your passiveness and into action. In my case, I got a job despite a lifelong belief that work is something to avoid unless absolutely necessary. (Look at me now, Dad!) 

Just as personal CTAs can lead to transformative life decisions, marketing CTAs have the potential to significantly impact user engagement and conversion. Want to craft your own magnetic calls to action? Keep reading for tips and examples of what makes great CTAs, well, great.

Table of contents:

What is a call to action?

A call to action is a prompt or message, usually formatted as a button or link, that encourages the audience to take a specific action. 

CTAs are commonly used in marketing and sales contexts to guide users toward the next step in their journey, whether that's purchasing a product, signing up for a newsletter, or forwarding that chain email to all of their friends to avoid eight years of bad luck.

I know what you're thinking: "I'm a human adult with a brain. I'm not going to let a shiny button on the internet tell me what to do." But the reality is that the psychology behind CTAs taps into our innate desires and instincts, making us more inclined to follow through. Remember that one time you got lost down a YouTube rabbit hole, and six hours later, you're watching a documentary on bioluminescence in deep sea creatures? You have a few "Watch next" or "Smash that like button!" CTAs to thank.

Types of CTAs

You should calibrate your call to action with the relevant stage of a customer's journey. From the curious browser lured in by a "Learn more" button, to the nearly convinced shopper beckoned with a "Why choose us?" link, and finally to the ready-to-purchase consumer presented with a decisive "Buy now" directive—you want to ensure the user is always met with a suitable and enticing invitation, guiding them seamlessly down the funnel. Here's a primer on some of the most common types of CTAs.

The effectiveness of a CTA depends on its copy, design, placement, and relevance to the user. The choice of words can significantly impact user engagement, as phrases like "Snag your copy" might resonate more than a generic "Download now," depending on your audience. Identify which action(s) will bring the most value to your business, then use your CTA to steer users in the right direction.

Why calls to action work

As a user of the beloved internet, you've absolutely seen calls to action that were pushy or patronizing, begging the question: "do I really need someone to tell me where to click?" But just like the difference between an aggressive sales rep and a sales rep that actually listens, a CTA that's written with care can get you a conversion without the negative connotations. 

Why? Because having a strong CTA in your online sales pitch fits the psychology of your visitors. 

But more than that, a call to action—like any good sales closer—acts as a climax to the pitch. It serves the same function as a joke's punchline, and without a CTA, the visitor is left in a sort of directionless limbo. 

All in all, the call to action is the best online equivalent we can get to a personalized, face-to-face sales closer. We may not be able to tailor our final pitch to a particular customer, but we can use the same techniques and strategies on a broader, more inclusive scale. And therein lies the art of writing a CTA. 

How to write a call to action

Your calls to action should be unique, specific to where it's featured as well as your particular audience and targets. That said, the best CTAs do share some characteristics that you can apply wherever they may be. 

If you're looking for one secret to effective CTAs, here it is: give them a reason to click, share, or hand over their email address . More important than the wording, placement, or color of your CTA is the underlying incentive a person has to follow it. How will answering your call to action help them? 

A good call to action restates its benefit bluntly and succinctly. 

If you're offering a discount, remind them what percentage. 

If they're getting a free PDF, mention the words "free" and "PDF." 

If you're using a standard link, typically you write the incentive in your CTA's anchor text (the clickable text). In the case of social media posts and ads, you should reserve the last line in your message for your call to action, so mention any benefits there.

If you're using a button CTA, you have to limit the number of characters you use, so it's better to add secondary text. While the button can say something basic like "buy now," nearby you should include a line or two to remind visitors about the advantages to clicking. 

Transparency

For starters, say exactly what will happen when you click. Remove all mystery with specifics. For example, saying "start your download automatically" is more descriptive than "click here to download." (For button CTAs, with limited space, you can include secondary text nearby.)

You want to acknowledge any user doubts and assuage their fears. If visitors are worried about security, they're not going to click, so reassure them that you understand their concerns. One of the big fears, in the case of email signups, is spam. You might want to gently remind visitors that you won't share their information and that you'll only email them once a week, twice a month, or whatever the case is, to keep their imagination in check.  

You can build trust just by being upfront about everything from the beginning. You'll find people are more receptive to your CTA pitches when they know precisely what to expect. 

Command and wording

Don't be shy about calls to action! Some people soften their language to avoid being pushy, but CTAs should be strong and unapologetic. After all, if you followed rule #1 (incentive), then what you're offering is beneficial to the visitor. 

That's not to say you should be rude or demanding (please don't); there's a perfect balance somewhere in there between a strong suggestion and a forceful command. Above all, the reader must always feel they have a choice; your call to action is there to convince them of the choice you think they should make. 

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This makes the statement sound stronger, and at the same time, clearly communicates what the user should do. 

Likewise, avoid wording that weakens your call to action, including "please" (no matter what Grammarly tells you) and modifiers like "could" and "would." There's a time and place for gentle language, but calls to action are not one of them.

Word choice is important to CTAs, not only for making a persuasive argument, but also for fitting the space allotted.

They're not foolproof, but in my experience, these words tend to improve CTA performance and the effectiveness of most sales copy. And because most of them are short, you should have no problem fitting them into your CTA space. 

How to design a call to action

Now that we've covered the writing, let's talk about how your CTA should look. The design, layout, and typography of your call to action all play major roles in its success. 

CTA design best practices

If you're placing your call to action on a web page or other content you design yourself, you want to place it at the top of your visual hierarchy. Your CTA should be the most noticeable element on the page. To achieve this, you want to pull out all your design tricks:

Contrasting colors: CTAs should generally contrast with the rest of the page's design. Visitors shouldn't have to work to find what to do next. Use a vibrant color for your CTA, especially against a dull background. Can you spot it from six feet away? Good.

Optimal size: Make the button and text larger than the surrounding elements but not so large that it overwhelms other content. It should also be easily clickable, especially on mobile devices.

Clear typography: Use a legible font that complements your brand. Ensure the text is large enough to read but doesn't crowd the button. You can play with typography to emphasize key words. Commonly, operative words like "free" are set in a different color or sometimes even a different font to attract more attention.

Negative space: Surround your call to action with plenty of negative, or empty, space. Setting your CTA apart from the other elements makes it more noticeable and gives it more importance in the eyes of your visitors.

Emoji use: Some brands find success with emojis, but if you choose that approach, remember that a little goes a long way.

Consistent styling: While CTAs should stand out, they should still align with your brand's overall design aesthetic. Consistency in design builds trust.

Call to action testing and iteration

Last but not least, you should evaluate how successful your final call to action is and identify room for improvement. Creating your CTA may feel like a lot of guesswork and shooting in the dark—because it is. Testing it is much more clear cut. 

To get a basic idea of your CTA's performance, take a look at your analytics. Compare the page traffic to the number of conversions, and see what percentage of your total visitors clicked. 

If your conversion rate is significantly lower, it's worth doing an A/B test on your design and copy. Try two different versions of your call to action, experimenting with different phrasing, colors, or fonts, and see which one performs better with your target audience. It's the most efficient way to reveal what works and what doesn't with concrete, empirical data, ensuring your CTA resonates with the target audience and drives the desired action.

16 call to action examples (and why they work)

Let's dissect some real-life CTA examples to learn how to use strategic copy, design, and placement to transform an ordinary CTA into a magnetic, can't-resist-clicking force.

1. JD + Kate Industries

CTA placement: Exit intent popup

CTA type: Lead to purchase

What it does right: Attention-grabbing, offers a valuable incentive, humorous and lighthearted

The brazen use of "WAIT" isn't a gentle suggestion; it's a command. Like someone grabbing your elbow just as you're about to duck out without a goodbye. It's intrusive, but in a way that makes you think, "Alright, what did I miss?"

Combine that with the sheer audacity of telling someone they've forgotten to buy not just one candle but HUNDREDS of candles. It's dramatic, it's over-the-top, and frankly, it's memorable. With copy like that, it's hard to resist giving away your email address because one can only wonder what their emails would be like.

2. Giftwrap.ai

CTA placement: Display ad

CTA type: Lead generation

What it does right: Engaging, personalized, visually appealing

It's refreshing to see something that doesn't pretend to know you better than you know yourself. Instead of telling you what your significant other might want, it's asking you to fill in the blanks. A little bit of personalization without the personal touch. Clever, really.

As for the CTA button, the emoji is a nice touch. Plus, the use of "show" rather than "buy" or "see" is like a little magic trick. "Voila! Here are your gift options."

3. Who Gives A Crap

CTA placement: Facebook ad

What it does right: Benefit-oriented language makes the CTA more appealing to users and encourages them to take action 

By comparing "Us" and "Them," they're not only offering a quantitative argument (385 sheets versus a paltry 299), but they're also injecting a bit of humor. And while I've never been one to count sheets, if you're telling me I get more for my money and it'll look cute next to my collection of HUNDREDS of candles, I'm sold. Also, describing the competitor as "objectively very boring" is a sentiment I've often used to describe my social life, but to see it on toilet paper? Well, that's something.

"28% cheaper than Charmin," followed by a "Shop Now" button isn't just a call to action; it's a call to revolution! A revolution of, well, saving on toilet paper and perhaps bringing a touch of flair to a decidedly unglamorous aspect of life.

CTA placement: Homepage header

What it does right: Creates curiosity, addresses pain points, social proof

There's something oddly reassuring about a direct, no-nonsense headline promising exactly what every website on this overcrowded internet wants: visibility.

The name-dropping of heavy-hitter customers serves as a strong endorsement. It's not saying, "Look who trusts us," but rather, "Look who you'd be in company with." And that "17,961 users joined Ahrefs in the last 7 days" is a nice touch. It's not boastful, but it's certainly not modest. It's a subtle prod to the undecided that says, "While you're contemplating, thousands have already decided."

This CTA is a perfect blend of self-assuredness, social proof, and just the right amount of peer pressure.

5. Ruggable

CTA placement: eCommerce email

CTA type: Limited-time offer

What it does right: Straightforward, creates a sense of urgency, sparks curiosity

There's something unapologetically direct about this ad. "Final hours to save until next week Black Friday"—it's not asking you, it's telling you. Time's running out, and if you're the type who thrives on the thrill of a last-minute decision, this is your moment.

The CTA is a master class in suspense. That "% OFF" lurking behind the button is like when someone says they've got news, but they'll tell you later—except instead of being left alone with your intrusive thoughts, conjuring up worst-case scenarios, you get a sweet discount on a cute, machine-washable rug.

CTA type: Product demo

What it does right: Solution-oriented, benefit-driven, relatable

"Email sucked for years. Not anymore—we fixed it." You mean that thing everyone's been complaining about since the dawn of the internet? It's about time, and I'm all ears.

The rest of the copy succinctly addresses customer pain points and aspirational desires. It paints a picture of a world where checking your email might feel more like reading a postcard from a friend rather than sifting through a pile of bills.

The CTA button, "See how HEY works," is straightforward. No flowery language, no over-the-top promises. Just a simple invitation.

7. Big Blanket Co

What it does right: Creates a sense of urgency, visually appealing, reassuring

The urgency of "limited quantities available...Reserve yours now before it's too late" is classic retail psychology. It's both an announcement and a challenge, like when a kid hears the whistle signaling the end of adult swim and races to be the first one to cannonball into the pool.

The "Limited Restock [Massive 10'x10' Blankets] 100 Night Guarantee + Free Shipping" is the clincher. It promises a combination of rarity, quality, reliability, and convenience, like a call to action Megazord.

What it does right: Addresses pain points, benefit-oriented, actionable

The genius of this homepage lies not just in its promises but in its initial question—a direct prod at the pain point of its target audience that immediately evokes a visceral response. Most, if not all, travelers will mentally answer "yes" to this, recalling their own airport nightmares. It's a calculated reminder of a situation everyone wants to avoid, making the solution they offer even more enticing.

"Get up to $700 compensation per passenger, no matter the ticket price." The clarity here is commendable. They're not promising the world, but a very tangible, specific amount. And the Trustpilot rating is a nod to credibility. It's like a friend vouching for a restaurant they swear by, but in this case, it's 157,892 friends.

The two fields for the departure and destination airports are a clever touch. It's interactive, pulling me in, like when a quiz promises to tell me which '90s sitcom character I am based on my questionable life choices. (I'm George Costanza.) The button, with its sharp contrast to the rest of the page, effectively captures attention while still aligning with the brand's colors and aesthetic. "Check compensation" offers an inviting, low-effort action, subtly guiding users toward their potential relief without overwhelming them.

In a world where we're constantly sold solutions to problems we didn't know we had, this CTA addresses a very real grievance with a straightforward promise. And in the often convoluted world of travel woes, that's a breath of fresh, cabin-pressurized air.

9. Crazy Egg

What it does right: Actionable, benefit-oriented, simple

Crazy Egg's CTA isn't trying too hard to impress. It's just good—well thought out, concise, and to the point.

First, the headline: "Make your website better. Instantly." A rather bold proclamation but commendably straightforward. Its use of the word "instantly" suggests that Crazy Egg has the answers, and they're not going to waste your time.

The "Show me my Heatmap" CTA button is, once again, admirably direct. It's not pleading for a click or asking for a moment of your time. It's telling you, in no uncertain terms, what's on the other side of that click.

What it does right: Clear and concise, visually appealing, strong call to action verb

First off, big ups to Zappos for not making me do math. Half off? I'm already intrigued and haven't even seen the shoes yet.

"Reveal today's deals" feels like a game show moment. What's behind door number one? A pair of boots? New house slippers? It's that momentary thrill, like unwrapping a gift—even if you end up paying for it yourself.

In an endless sea of emails screaming for attention, this one from Zappos does what it needs to do: it grabs you, shakes you gently by the shoulders, and says, "Hey, want something good for half off?" And in this economy, who can say no?

CTA placement: Landing page header

What it does right: Interactive and dynamic, personalized, sparks curiosity

By providing three clear choices (drive or deliver, eat, and ride), Uber shows that they understand and cater to the diverse needs of their users. This personalized approach instantly makes the user feel valued and attended to, whether they need a ride to the airport or just want to stuff their face.

The interactive nature of this dynamic content creates a sense of empowerment and involvement for the user. Even the tens of people unfamiliar with all of Uber's offerings will be intrigued by the distinct options, sparking curiosity and potentially leading them to explore other services beyond their original intention.

12. CareerBuilder

What it does right: Clear and concise, click-worthy secondary CTA

"Find your next job…fast!" Who are you, my dad? Although I suppose if someone's clicking their way onto a job-finding website, they're there for one reason: to snag a job, and preferably one that doesn't make them want to put a campfire out with their face.

CareerBuilder doesn't dilly-dally—they allow you to type in your wildly specific and/or desperate job requirements. And who's going to turn down the resume help offered in the secondary CTA? Talk about a lead magnet.

13. Airtable

CTA type: Gated content

What it does right: Social proof, sneak preview, clear and concise

You may be wondering why I included a very basic "submit" button in a CTA showcase, but pairing a straightforward button with great supporting elements like the headline, social proof, and sneak preview, is like sipping top-shelf wine from an old jelly jar. Sometimes, the simple stuff just ties everything together.

The large headline is as direct as my comments on whether a hotdog is a sandwich. (It's not.) Aimed at the so-called professionals in campaign planning, it speaks to a certain crowd, much like literally anything speaks to Swifties looking for Taylor's latest Easter egg.

The mention of leading companies like Shopify, Time magazine, Spotify, and Hearst adds credibility and trustworthiness. It's basically saying, "If these giants trust us, maybe you, in your comparatively minuscule existence, should, too."

The bullet list detailing what's inside the eBook provides clarity on the content, letting users know exactly what to expect, including insider tidbits from recognized brands. So, not only do you get smarter, but you also get to casually name-drop at the next girls' night. "I've been implementing campaign planning strategies inspired by Equinox and Taylor Guitars. NBD."

CTA type: Closing the sale

What it does right: Showcases diverse selection, clear and concise, highlights affordability

Max presents an impactful CTA through the Neapolitan ice cream of hero images, featuring Anderson Cooper, Ketel Marte, and Margot Robbie with Ryan Gosling. Collectively, these three flavors depict a panoramic view of Max's offerings, emphasizing a wide variety of choices only rivaled by the Cheesecake Factory menu. 

In a world drowning in content, they've managed, quite succinctly, to sum it all up with "It's all here. Plans start at $9.99/month." The ensuing "Sign up now" button invites visitors to subscribe, anchoring the CTA by providing a straightforward pathway to accessing all the consumable content your heart desires.

15. Adobe Stock

CTA placement: Google Search ad

CTA type: Free trial

What it does right: Benefit-oriented, actionable, relevant to the target audience

This paid search ad nails the CTA with a clear and easy-to-understand message. The headline "Free trial - Find the right image faster" immediately grabs attention by offering a low-risk way to experience the service. It also addresses a common pain point for users, highlighting the platform's efficiency. 

In very few words, Adobe found a way to combine attention-grabbing language, address user concerns, highlight the platform's strengths, and offer a valuable deal, making for a cleverly crafted CTA. If I were into such things, I might even click on it. But I have people for that.

CTA placement: Email

CTA type: Event promotion

What it does right: Multiple engagement opportunities, attention-grabbing, personalized

Much like the free sample stations at Costco, the strategic placement of three CTA buttons ensures the reader has multiple opportunities to engage, regardless of how far they wander (or scroll).

The header image immediately grabs attention with its vibrant graphic detailing key event highlights. This provides a quick snapshot of what to expect and builds anticipation.

Personalizing the body of the email to address readers by name creates a sense of intimacy. Instantly, they're all ears and feeling special.

Improve your CTAs now, free! 

While my dad's approach might have lacked the finesse of a well-designed button or the allure of clever copy, the sentiment was clear. And that's the heart of every good CTA. Whether you're nudging a visitor to make a purchase or nudging your offspring out of the nest, the principle remains the same. CTAs are about engaging your audience, prompting action, and, occasionally, a very pointed reminder to update your LinkedIn profile.

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Allisa Boulette

Based in New England, Allisa is a content marketer and small business owner who hopes to make the internet a more interesting place than she found it. When she’s not working, you can find her lying very still not doing anything.

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What is a Call-to-Action (CTA)? (Explained With Examples)

Oct 11, 2023

In the world of marketing, a Call-to-Action (CTA) is a crucial component that often forms the backbone of successful campaigns. It serves as a prompt or directive to encourage users or potential customers to take a specific action. Whether it's making a purchase, signing up for a newsletter, or downloading an e-book, a well-designed CTA can make a significant impact on conversion rates and overall business success. In this article, we will delve into the concept of a Call-to-Action, explore its advantages and disadvantages, and provide various examples across different contexts

1°) What is a Call-to-Action (CTA)?

At its core, a Call-to-Action is a persuasive element embedded within a website, advertisement, or email that compels users to perform a desired action. It can come in various forms, such as a button, hyperlink, or banner. The primary goal of a CTA is to guide users towards a specific conversion or engagement, optimizing the user journey and ultimately boosting business outcomes.

1.1 - Definition of a Call-to-Action (CTA)

When it comes to defining a Call-to-Action, it involves more than just a simple request or statement. The effectiveness of a CTA lies in its ability to grab users' attention, create a sense of urgency, and convince them to take the desired action. Effective CTAs often employ compelling copywriting techniques, employ eye-catching visual elements, and strategically placed on web pages or emails to maximize visibility.

For example: Imagine you are browsing an e-commerce website, and you come across a product page with the headline "Limited Time Offer: Buy One, Get One Free." Right below the headline is a bright orange button that says "Shop Now!" This button serves as the CTA, prompting you to take advantage of the offer and make a purchase.

However, the power of a CTA goes beyond its visual appeal. It also relies on the psychology of persuasion. By understanding consumer behavior and decision-making processes, marketers can craft CTAs that tap into the desires, needs, and motivations of their target audience. This strategic approach ensures that the CTA resonates with users on a deeper level, increasing the likelihood of conversion.

1.2 - Advantages of a Call-to-Action (CTA)

The implementation of a well-designed CTA can bring about numerous advantages for businesses and marketers. One of the primary benefits is increased conversion rates. By providing users with clear instructions and incentives, CTAs can influence their decision-making process, leading to more conversions and sales.

Moreover, CTAs can play a crucial role in enhancing user experience. They simplify the navigation process by providing users with a clear path to follow. Instead of aimlessly browsing through a website or email, users are guided towards the desired destination, whether it's making a purchase, signing up for a newsletter, or downloading a resource.

For instance: A restaurant's website might feature a CTA that encourages customers to make a reservation online. By implementing this CTA, the restaurant not only streamlines the reservation process but also captures valuable customer data for future communication and marketing purposes.

Additionally, CTAs can serve as powerful tools for lead generation. By strategically placing CTAs throughout a website or email campaign, businesses can capture valuable information about their target audience. This data can then be used to personalize future marketing efforts, resulting in higher engagement and customer satisfaction.

1.3 - Disadvantages of a Call-to-Action (CTA)

Despite the undeniable benefits of CTAs, it is important to acknowledge potential drawbacks as well. One major concern is the risk of being too intrusive or aggressive with CTAs, which can create a negative user experience. Overused CTAs or those that lack relevancy may come across as pushy or spammy, leading to user frustration or a decline in engagement.

It is crucial for businesses to strike a balance between persuasion and respect for the user's browsing experience. Bombarding users with excessive CTAs, especially if they are irrelevant to their needs or intentions, can result in a loss of trust and credibility. Users may perceive the website or email as untrustworthy or manipulative, leading them to abandon the desired action or even the entire platform.

A word of caution: When implementing CTAs, it is essential to thoroughly test and analyze their performance. A/B testing, user feedback, and data analysis can help businesses identify the most effective CTAs and optimize their placement and design accordingly. By continuously monitoring and refining CTAs, businesses can ensure that they remain relevant, engaging, and aligned with the evolving needs and preferences of their target audience.

2°) Examples of a Call-to-Action (CTA)

Now that we have explored the core aspects of CTAs and their advantages and disadvantages, let's take a closer look at various examples across different contexts:

2.1 - Example in a Startup Context

Imagine you stumble upon a landing page for a new software as a service (SaaS) startup. The page features a CTA in the form of a bold, green button that says "Sign up for a Free Trial." By providing a free trial option, the startup incentivizes potential users to test the product, increase engagement, and potentially convert them into long-term customers.

This startup understands the importance of allowing potential customers to experience their product firsthand. By offering a free trial, they remove any barriers to entry and give users the opportunity to explore the software's features and benefits. This not only builds trust but also showcases the value the product can bring to their lives or businesses.

Furthermore, the use of a bold, green button as the CTA stands out on the landing page, drawing the user's attention and making it clear what action they should take. The color green is often associated with positivity, growth, and success, which aligns well with the startup's goal of attracting new users and helping them achieve their goals.

2.2 - Example in a Consulting Context

In the realm of consulting services, a CTA may take the form of a contact form or a phone number placed prominently on a website. A consulting firm might use a CTA like "Schedule a Discovery Call" to encourage potential clients to reach out for further information or to discuss their specific needs. This CTA not only initiates contact but also allows the consulting firm to gather valuable information about the potential client's requirements.

When a consulting firm offers a "Schedule a Discovery Call" CTA, they are positioning themselves as experts who are ready to listen and understand their clients' needs. This CTA acknowledges that every client is unique and requires personalized attention. By encouraging potential clients to schedule a call, the consulting firm can gather important details about the client's challenges, goals, and expectations, allowing them to tailor their services and provide a more effective solution.

Additionally, placing the CTA prominently on the website ensures that potential clients can easily find it and take action. The consulting firm understands that in order to convert leads into clients, they need to make the process as seamless and convenient as possible. By eliminating any barriers to contact, they increase the likelihood of potential clients reaching out and starting a conversation.

2.3 - Example in a Digital Marketing Agency Context

For a digital marketing agency, an effective CTA could be positioned at the end of a blog post, inviting readers to subscribe to their newsletter for valuable insights and industry updates. By capturing email addresses through this CTA, the agency can nurture leads and establish ongoing communication, potentially converting them into clients or creating brand advocates.

A digital marketing agency understands the importance of building a strong relationship with their audience. By offering valuable insights and industry updates through their newsletter, they position themselves as thought leaders and experts in their field. The CTA to subscribe to their newsletter at the end of a blog post serves as an invitation for readers to stay connected and continue learning from the agency's expertise.

By capturing email addresses through this CTA, the agency can nurture leads and establish ongoing communication. This allows them to provide personalized content, tailored recommendations, and exclusive offers to their subscribers. By consistently delivering value, the agency increases the chances of converting these leads into paying clients or creating brand advocates who will promote their services to others.

2.4 - Example with Analogies

Lastly, let's examine an example that utilizes analogies to create a compelling CTA. Suppose an online fitness platform aims to attract new users by highlighting the benefits of its workout programs. A CTA that says "Unlock Your Body's Potential" creates a vivid mental image, encouraging users to take action and explore the platform's offerings.

This fitness platform understands that to motivate users to take action, they need to tap into their desires and aspirations. By using the analogy of "Unlock Your Body's Potential," they evoke a sense of untapped power and possibilities. This CTA paints a picture of personal growth, transformation, and reaching new heights, which resonates with individuals who are seeking to improve their fitness levels and overall well-being.

Furthermore, the use of the word "unlock" implies that the platform holds the key to unlocking one's potential. This creates a sense of exclusivity and curiosity, enticing users to explore what the platform has to offer. By leveraging the power of analogies, this fitness platform is able to communicate the benefits of their workout programs in a compelling and relatable way.

In conclusion, Call-to-Actions are invaluable tools in marketing and have the potential to significantly impact conversion rates and user engagement. By understanding the key principles behind CTAs, leveraging their advantages, and avoiding potential pitfalls, businesses can optimize their marketing efforts and create meaningful interactions with their target audience.

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Arnaud Belinga

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Call to Action: Write a Personal Essay

Tell us those true stories you’ve been meaning to share..

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By Jill Patton

I am a fan of Haruki Murakami’s novels: I appreciate his perfectionism with respect to the craft of writing, and the care with which he creates his worlds and characters. But the book I have most cited and recommended to others is his memoir, What I Talk About When I Talk About Running . It has advice I have applied to my life as a writer and a runner, especially the idea that writing, like running, is a muscular endeavor that requires daily practice to strengthen. And I liked hearing what I believed to be his true voice—the voice he used to talk about himself and his life, not the performative one playing the part of storyteller.

Many of you are writers, by vocation or avocation, while others are not but have a story to tell. We thought that now—a time when so many are sheltering at home, filling the days with Zoom calls and the evenings with Netflix—might be the right time to suggest that you carve out a few hours to tell those true stories you’ve been meaning to share.

A model for the form is our Postscript essay: a 500-word personal story, with a beginning, a middle and an end, that recounts a moment , a relationship , or an experience that moved or changed you. 

Please send your essay to me at [email protected] by May 30. We’ll publish our favorites this summer at Stanfordmag.org.

Happy writing!

Jill Patton , ’03, MA ’04, is the senior editor of Stanford.

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Calls to Action in Writing: A Comprehensive Guide

by Caleb Shepherd | May 13, 2023 | Content Marketing | 0 comments

It’s foolish to deny the power of a call to action in writing, especially when it comes to online content. While anyone can craft a decent CTA, understanding the research and psychology behind web user behavior can drive even more conversions, sales and traffic. Here is a comprehensive guide on how to create a call to action in writing that snags readers and gets results

What Is a Call to Action in Writing?

Commonly called a CTA, a call to action in writing is what convinces readers to make a decision (such as making a purchase, filling out a form, etc). You may have great content on your website, but how do you help readers go the final step? This is through a phrase or word that encourages readers to take immediate action.

Learning how to write a call to action can be a little intimidating, but it doesn’t have to be. Whether a CTA takes the form of a button, text box, contact form or simply a link, it directs the reader to take the desired next step and further engage with your brand. Action words and strong phrases make some of the best CTAs.

So how do you write a call to action and what are some examples of calls to action that work? Keep on reading.

How To Write a Call to Action That Is Focused

Gone are the days of the one-size-fits-all CTA. With sophisticated audience segmentation, a brand may have several different buyer personas and desire different actions for each group. Before publishing content, clarify the goals of your call to action. For example, should your CTA:

• Encourage people to buy a product?
• Encourage people to share your content?
• Drive signups to your email list?
• Expand event registration?
• Drive phone calls?

These are just a few examples of the endless ways your brand can use a call to action in writing to its advantage. Be creative, but be sure to have the end game in mind before you start writing or provide a brief to your copywriting services agency. When you finish, review the language as well as the design and colors to evaluate whether they reflect the campaign goals and the best practices for efficacy described below.

Examples of Calls to Action in Writing

Learning how to write a call to action starts with knowing what options are available. These are some of the most common types of call to actions in writing to implement within your company’s content:

Event Awareness CTAs

These inform the potential audience about an impending online or in-person event. This CTA is designed to bolster ticket sales, encourage event signups and build a mailing list for event updates.

Add to Cart CTAs

These guide the reader into the purchasing funnel. With this type, a click should take the user directly to the full shopping cart ready for a sale.

Encourage further engagement with your brand. Common examples include free trial offers, no-obligation quotes and product demonstrations. Neil Patel reports that offering a free trial when a new visitor comes to your site can increase conversions by 328% over CTAs that ask users to buy something on their initial visit.

Continue CTAs

Often appear on blog posts and long-form content. After a teaser, the audience can click through to read the rest of an interesting item. The image below is a good example from Michael’s; readers who are inspired by the image can click through for a free pattern to make the jewelry pictured.

Form Submission CTAs

Allow readers to submit their personal information in response to an offer. Learning how to write a call to action like this lets you guide casual visitors into the lead portion of your sales funnel.

Social Share CTAs

Perform well because they are low-ask and user-friendly. Readers can quickly share valuable content with their friends and followers, increasing their engagement with your brand while building your visibility and authority.

Text Elements of an Effective Call To Action

Search engine optimization firm CrazyEgg identified three key aspects of a click-worthy CTA . They recommend including:

• Usability – Tell the reader exactly what you want them to do in the simplest terms possible. For example, if you want readers to sign up for your email newsletter, use language like “Subscribe” or “Connect With Us.” Consider this the modern version of the “Mail Your Card” plea from print magazines.
• Immediacy –  Don’t give the reader a chance to forget about your offer. Create a sense of urgency with words such as “now” and “today.” This sample from Ann Taylor encourages shoppers to visit the site right away by using language like “Ends Tomorrow!” and “Shop Now.”
• A statement of obligation – For the email newsletter example, make sure to clarify that the content is free and customer data remains secure. Users are more likely to click on your CTA when you limit their perceived risk. Ask your marketing content writer to stress phrases like “Free Trial,” “Free Offer” and “Risk-Free.”

These are all important aspects to use in your CTAs, and you can accomplish all three through the text elements you use. The following are actionable tips to keep in mind when learning how to write a call to action.

Stay Focused

A good CTA will include just one call to action in writing. More than that can confuse readers and discourage them from taking any of the suggested actions. As every great marketing content writer knows, the ideal copy is clear, concise and straightforward. Avoid obscuring your message with excess words.

When writing your CTA, describe what will happen when they click. For example, a new product release CTA should not use the words “Buy Now,” unless clicking the link actually completes the purchase. Instead, choose precise language such as “Explore Product Features” or “Add to Cart” to ensure the click lives up to reader expectations.

Use Action Words

You’ll see some common verbs used repeatedly in brand CTAs, because they work. But how do you know how to write a call to action with the right words? Examples include Discover , Download , Learn , Shop , Join , Buy , Build , Order , Go , Subscribe and Start .

Do you notice a common thread? These vivid action words spark a sense of adventure, problem-solving, enrichment and engagement that appeals to your curious audience. Avoid words that don’t create an emotional reaction. For example, you probably don’t get very excited when someone asks you to “Read More,” “Click Here” or “Submit Your Information.”

The words “I” and “You” are also quite powerful because they imply an existing relationship with and speak directly to the reader. A study by Content Verve found a 90% increase in a button’s CTR after changing third-person language to first-person. In research by Unbounce, CTRs rose by 90% simply by changing the word “you” to the word “me” in a CTA.

You probably already know that numbers catch a reader’s attention when you use them in a headline. Learn how to write a call to action using this trick. The number gives readers a sense of value that answers their vital question: “What’s in it for me?” Check out the big, bold numbers in this Gap CTA below.

Visual Elements of a Call to Action

Although almost any page element can serve as a CTA, Leighton Interactive and other content marketing gurus report the most click-through success with buttons. Getting too creative with images can confuse the reader and prevent them from taking the next step.

To encourage them to click, learn how to write a call to action with a recognizable shape like a circle or rectangle for your button. Experiment with rounded vs. squared edges and other design elements.

Make it conspicuous by using a contrasting color that stands out from the page background. The Wordstream blog reports that orange and green buttons tend to get the most clicks . The easier it is for your user to find the CTA, the more likely they are to answer the call. The immediately recognizable green button on Spotify’s CTA is a prime example of how to do this right.

When you’ve settled on a color, consider font size. The sweet spot is a font large enough to be easily visible and to catch attention, but not so large that it will be mistaken for spam. Avoid annoying your audience, but make sure they have difficulty passing by the button.

If you prefer a designed CTA rather than a button, make sure your audience can distinguish the result from a banner advertisement. Otherwise, they will likely skip right over the offer since we’ve become conditioned to avoid online ads and pop-ups. A clean, simple CTA will help your offer stand out from all the digital noise.

Placement Best Practices

Learning how to write a call to action is one thing, but what about placement on your site? The ideal spot for a call to action on your website depends on who your audience is and the action you want them to take. Let’s return to our list of example CTAs above and consider placement possibilities for each:

How To Place Different Kinds of CTAs

• To drive event attendance among existing customers, add an event awareness CTA to their receipts, personalized dashboards and login pages. When you’re looking for new leads for possible attendees, try the CTA in the sidebar, within the navigation bar or as a pinned post on your page. Time-sensitive events should also appear as a CTA on your brand’s landing page .
• Have your marketing content writer craft an add-to-cart CTA on the specific product page, email blast or social media post for the item or service you’re selling, as well as at the end of blog content.
• CTAs designed to encourage engagement among fresh leads work well in blog posts. Figure out where new visitors spend time on your site, then add lead CTAs in those places, too.
• Continue CTAs appear on long content items to break up the flow. They also provide insight into the headlines that your audience finds most interesting.
• Place form submission CTAs before your landing page. You can also use this type of CTA when prospects click away from your site or after they take a different action, such as making a social share of your content.
• Social share CTAs can go just about anywhere on your site. Landing pages, blog posts and other content-rich areas make the most sense. However, avoid placing share buttons on any page where you also ask your audience to share their personal information.

Additional Tips on How To Write a Call To Action

Just as you should avoid including more than one action in a single call to action in writing, avoid crowding multiple CTAs on a single page. Limit per-page CTAs to three and make sure each appears in its own distinct area of the page.

For example, place one in the sidebar, one in the navigation menu and one at the bottom of the content. Your call to action should never have to compete for attention with other items on the page.

Place a CTA on a page with relevant content. Inappropriately placed offers can confuse and misguide the reader. If your audience can’t find what they’re looking for on your site within a few minutes, you’ll notice an increase in your bounce rate as they seek substance elsewhere.

Think About the Buyer’s Journey

When learning how to write a call to action, you should also consider the readers’ journey through the page when you place your CTA. Ideally, your offer should be directly in the path they travel as they explore and gather information.

This doesn’t mean reinventing the wheel, though; many effective pages use the simple structure of an H1 title, marketing copy that contains H2 headings to guide the reader, and a CTA at the end, with a form where appropriate. This layout appears on the web over and over because it works.

Placing the CTA at the end of content is a natural choice, but make sure it doesn’t get lost when your readers scroll. If they never reach the CTA, they can’t possibly click on it. Test for this issue when you have a call to action in writing that follows best practices but still performs poorly compared to your other offers.

If you use social media, not adding CTAs to your brand’s Facebook page is a missed opportunity. It’s not too complicated to learn how to write a call to action for your page. Just visit your business page and click the button to “Create a Call to Action.” Fill in the link and appropriate information and click “Create” for an instant offer you can delete, update or edit at any time. Instagram users can currently add certain types of CTAs to business pages, such as “Start Order,” “Book Tickets” and “Get Directions.”

Benchmarks for Call to Action Success

In a study by Leighton Interactive, the firm noted that limited data addresses an average click-through rate for calls-to-action . They studied the performance of calls to action that received at least 100 clicks over the past five months and found an average universal click through rate of 4.23%. Button-style CTAs had an average rate of 5.31%, compared to 3.35% for those with a distinctive design and just 2.06% for ones consisting of text alone.

Measuring performance of your own CTAs will provide valuable insight into what types of calls to action appeal most to your audience. A simple A/B testing program allows you to gather useful data even with limited resources. In fact, CXL reports that customers’ A/B tests increase CTA performance by up to 49%.

Let Us Help You Write Effective Calls to Action

Creating a call to action in writing takes time and effort. When you hire a marketing content writer, he or she can serve as a professional guide to calls to action in writing that convert visitors to leads and leads to long-term satisfied clients. At BKA Content, our team is ready to brainstorm with you on the most effective CTA strategy for your brand. Get in touch today to learn more about our dedicated content creation services.

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Writing calls to action

Using colour blocks as CTAs

You can highlight call to actions using link text in a colour block.

Find out how to add a colour block to your page.

The dictionary definition of a call to action is “ an exhortation or stimulus to do something in order to achieve an aim or deal with a problem ”.

When we talk about a call to action (CTA) online we are referring to a piece of content intended to prompt a user to perform a specific act, typically taking the form of an instruction or directive.

It is, quite literally, a "call" to take an "action."

The action you want people to take could be anything: download a document, sign up for a webinar, get a voucher, attend an event, etc.

A CTA can be placed in your marketing materials; on your website, in an email or in a blog post. They can also take different forms; as a button, as a link or in an advert.

Call to action do’s

• Do use verbs like; read, register, watch, download, join, donate, buy.
• Do keep CTA text short, concise, jargon-free and actionable . e.g. Read Imperial Magazine
• Do convey a sense of urgency – use language to convince users waiting to take action would result in missing an opportunity. e.g. CTA could read “REGISTER NOW” next to text “limited spaces available”.
• Do write CTAs in the first person i.e. “Start my free trial”.
• Do include extra information in or around the CTA to build trust – include numbers or information that show what the person will get e.g. CTA reads “Start my free trial” next to page text “ The best wireless headset is yours free for 60 days”
• Do ensure the CTA text tells the reader what happens next i.e. ‘Download Imperial Magazine, PDF’ actually links to and opens the magazine PDF.
• Do use bold, contrasting CTAs on your page that make an impact.
• Do place the CTA in a prominent position on the page or repeat it in long content, i.e at the top of the page or in the sidebar.
• Do create specific landing pages or surveys so that the CTA links through to defined content and not just a ‘contact us’ page.
• Do remember to track your CTAs and update ones that are not getting desired results.

Call to action don’ts

• Don’t use generic terms like ‘click here’ or 'read more' multiple times on a page - as these are not accessible .
• Don’t place the CTA at the bottom of the page
• Don’t go on too long, use concise text
• Don’t link to content unrelated to the CTA
• Don’t leave CTAs on your page that are out of date

You can see an example of a CTA button and colour block at the top of this page.

Try adding a call to action button, a document download button or a colour block to your College web page.

For more information on CTAs read 17 Best Practices for Crazy-Effective Call-To-Actions Buttons or 6 Proven Ways to Boost the Conversion Rates of Your Call-to-Action Buttons.

How to make an effective call to action in a white paper

Any white paper without an effective call to action is wasting a huge opportunity..

A call to action answers the question, “What do we want our ideal prospect to do after they finish reading our white paper?”

Knowing how to craft one can make a big difference in your results.

Here are 10 tips on how to write a more effective call to action in your next white paper.

Tip #1: Put it at the end

A call to action is not like a “Buy now” button that you can sprinkle all through an online sales letter.

You use it once, right at the end of your white paper. That means at the end of your concluding summary.

Tip #2: Keep it short, clear, and precise

A call to action doesn’t have to be long and involved. In fact, it can be conveyed in one sentence.

Here’s the simple formula I use to write a call to action: “To find out more about how your business can gain [key benefit explained in white paper] with [product or company name], [do something].”

The rest of these tips focus on the “do something” part of this formula.

Tip #3: Don’t be vague

In a call to action, you want to be as precise as possible.

Think of this like giving directions. Do you say, “Go down here a-ways and after that you’ll need to make a turn?” or do you say, “Keep going on Main Street for three blocks, and then turn right at the stoplight.”

As a rule, the more specific the call to action, the better… and the easier it is to measure the results.

So tell them something specific:

• Go to this landing page.
• View a short demo.
• Take an online survey.
• Request a free trial of our product.

Tip #4: Don’t send them to your home page

A phrase like, “For more information, visit AcmeSoftware.com” is not  an effective call to action.

The only exception is a business with quite a simple value proposition and just a few pages on the web.

For example, I wrote a white paper for one client that uses proprietary software to cut corporate wireless costs. The value proposition was easy to see, and their website only had three pages.

For that white paper, I used this call to action:

“To find out how much your business can save on wireless, contact [company name] at [phone number] or visit [website] for a free analysis.”

Tip #5: Don’t ask for the order

Many salespeople think that a call to action means to ask for the order. After all, they’ve been taught, “Always be closing!”

Just like in this notorious speech by Alec Baldwin from the movie version of  Glengarry Glenn Ross.  (Click to watch, but beware of extreme profanity).

There’s nothing wrong with selling, at the right time and in the right place. But a white paper is not the time or place.

Instead of selling, a white paper works best if it helps, teaches, and explains.

There will be time for selling later, after your company has established more trust with the prospect.

Tip #6: Build your white paper into your sales cycle

Most B2B companies that use white papers have a more complex sales cycle than the one I mentioned above.

For best results, build your white paper into the company’s sales cycle.

How? Talk to the sales manager or product manager and explain the plans for the white paper.

Discuss where this paper fits into the sales cycle, and what makes sense for the next step.

This may take some hard thinking and negotiating. But without it, your call to action can never be as powerful.

Tip #7: Consider your purpose and audience

Your call to action should ideally match the purpose and intended audience for your white paper. This is where your white paper planning comes in.

Let’s say your purpose is to generate leads, and your target audience is COOs in mid-range enterprises with problems making good hires.

You probably can’t ask a busy executive to download a demo version of your HR software to test-drive it.

But you could ask them to take a 2-minute survey to see how their company’s hiring process compares to other firms in the same sector.

Be imaginative, and come up with an easy next step.

Tip #8: Deliver prospects to your website

Another good tactic is an ROI calculator, where a prospect can enter numbers into a widget and see how much they could save or profit with your solution.

A ROI calculator can be ideal for a CFO audience.

But keep it believable. Don’t just pull numbers out of thin air. Use real customer experiences or metrics to build your calculations.

Always be looking for ways to get an interested prospect to interact further with the company, most likely through its website.

Tip #9: Get the resources to create the next step

But wait a minute, that 2-minute survey doesn’t exist yet. Neither does that ROI calculator.

So you better get busy.

In other words, if there isn’t already a “next step” in your sales cycle, you need to create one.

And if you can’t do that all by yourself, you may need a researcher, a writer, and a Web developer… and the resources to engage them.

This suggestion goes beyond creating a call to action, but it will help generate much better results.

Tip #10: Think ahead to the NEXT call to action

At the end of the next step, always have another  call to action to keep prospects engaged.

Perhaps this is a good time to ask them to watch a short video, or subscribe to your e-newsetter of monthly tips.

Your goal in each step is to engage each prospect more, collect a little more information from them, and draw them deeper into your sales funnel.

In other words, build a cascade of conversions, each drawing them closer and closer to the company.

Do you have any tips on making calls to action? Please leave your comment below.

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About Gordon Graham

Worked on 320+ white papers for clients from Silicon Valley to Switzerland, on everything from choosing enterprise software to designing virtual worlds for kids, for clients from tiny startups to 3M, Google, and Verizon. Wrote White Papers for Dummies which earned 60+ 5-star ratings on Amazon. Won 16 awards from the Society for Technical Communication. Named AWAI 2019 Copywriter of the Year.

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Meaning of call to action in English

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• It was an electrifying call to action for those who share the vision of Americans leading humankind into deep space .
• The health care sector should regard the findings as a call to action .
• A call to action was sounded by members of the Senate Committee.
• The report should be a call to action for improving air quality .
• arm-twisting
• bounce someone into something
• browbeat someone into something/doing something
• bull something through
• force someone's hand idiom
• forced marriage
• put the heat on someone idiom
• put/tighten the screws on someone idiom
• rallying cry
• ram something down someone's throat idiom
• ram something into someone

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14 Tips for Writing the Best Call to Action (With Examples)

You could write the most effective, emotional, efficient copy for your printed marketing media, and it wouldn’t amount to anything if a call to action wasn’t clearly defined.

In written advertising, a call to action (by definition) is an imperative sentence that instructs the reader to perform a task. They’re absolutely crucial because once you’ve hooked your audience on your brand, they need to know what steps to take in order to obtain your product or service. Good call to action phrases act like a trail of breadcrumbs leading potential customers directly to your business.

Know your audience’s needs

Before you can begin writing your call to action, you have to understand what you can offer your audience and more importantly, why they need it in the first place. The best practices for accomplishing this are to identify a problem your audience can relate to and position your brand as a solution to that problem. This makes the call to action more enticing to the audience because it gives them a reason to follow your instructions.

This flyer begins by offering a benefit (a happy reaction from your mother) and follows up with a call to action: “Send us her photo.” Photo Credit: LeighAnn Loftus

Use actionable verbs and phrases

Almost every call to action includes a verb–but some verbs are stronger than others. Action words and phrases compel the reader to perform a task, which is the entire point of a call to action to begin with. Actionable verbs are ones that can actually be carried out by a person in a literal sense.

For example:

Good: “Call us today for a free sample” – this is actionable because “call” is a verb that can be carried out by a person.

Bad: “Give us a call for a free sample” – although “give” would normally be actionable, in this case what you’re giving is not a tangible object. You can’t literally hand someone a phone call.

Clarity is crucial

A call to action is only effective if it’s clearly understood by the audience. For starters, the font should be bold and easy to read, so avoid small or overly fancy fonts.

More importantly, the message itself should be easily understood. A clear message spells out exactly what the audience should do and how it will benefit them. Write your call to action using simple language-avoid jargon or confusing terms.

Here’s an example:

Good: “Visit our website! “

Bad: “Point your web browser towards our home page.”

The call to action here is quick and to the point: “ENTER NOW” and a corresponding URL. Photo Credit: Jennie Myers

Make the action as easy as possible

The reader should be able to go directly from the call to action to performing the task itself, so make sure he has everything he need to follow up. For example, if you want them to call, provide a phone number.

However, you also have to consider what kind of phone number you use and if it presents any other problems to your customer. For example, a customer is more willing to call a local number or a toll-free number than a long-distance number.

If you want your customer to visit your website, provide an address. However, if you also provide a QR code, then customers with smart phones or tablet devices can immediately visit your site without having to type an address.

If your goal is for your audience to visit your website, make sure to include a clear and noticeable URL, such as the one on this flyer. Photo Credit: Veronica Varetsa

Writing a call to action is more effective when the audience is only being asked to complete one task. Multiple phrases asking the audience to perform different tasks can be confusing and audiences can loose interest when they think there is a lot of work involved.

However, if you have to have multiple calls to action, make sure one is clearly dominant while the others are just there to work towards the main goal.

This flyer has multiple examples of calls to action, but one dominates the others: “Buy at Fine Retail Stores.” Photo Credit: Fran Linden

For example, the end goal may be to have customers sign up for a free consultation, but they might have multiple options for doing so. By using both “Call us to sign up for a free consultation” and “Visit our website and sign up for a free consultation” in your copy it makes it clear to the audience that signing up is the most important action.

A better way to achieve this would be to eliminate the other calls to action altogether. “Sign up for a free consultation by phone or on our website” is much clearer.

Create a sense of urgency

A time limitation makes your calls to action a bit stronger because it adds a sense of urgency. However this doesn’t have to be a strict measurement of time, just a general feeling of importance.

Good: “Call us today” – This call to action gives the audience a firm measurement of time to work with and creates a sense of importance.

Good: “Call now” – This is even more urgent and implies the offer may not last forever (even if that’s not the case.) The audience understands the importance of calling soon.

Bad: “Call anytime” – This implies that the offer is always available and that there’s no need to call immediately, which makes it more likely that the audience will forget to call completely.

A sense of urgency helps to make your call to action (such as the one on this flyer) more persuasive. Photo Credit: Darren @ Mass Appeal Designs

Answer the reader’s questions

Customers want to know what will happen if they follow your call to action and how doing so will benefit them. Many people in your audience will be skeptical to follow your instructions unless they’re given more information on what happens after doing so.

Quell your reader’s fears

Call to action phrases can be used to help your audience get over any opposition they may have. Identify and demolish any misgivings your audience may feel towards your brand and add statements that provide reassurance.

For example, a reader may not want to call because they’re afraid of being sucked into a long sales pitch. Therefore, you might say something like “Call now and in less than five minutes you can get a great deal on your insurance.”

Make an offer they can’t refuse

Sometimes a special offer can go a long way towards convincing skeptical audience members to follow your call to action. This might be a free gift, guarantee , special discount or other incentives to sweeten the deal.

“Order today and get half-off the cost of shipping.” “Call now and ask about our buy-one, get one offer.” “Sign up for our mailing list to receive special member coupons.”

Be upfront in your call to action if there are any limitations to your offer, such as a time limit or per-customer limit.

The fact that buyers can ‘save over $700’ makes the call to action on this flyer especially persuasive. Photo Credit: Mike Greenwald

Use repetition

Just like any message you want to drive home, repetition makes your call to action more effective. Repeat your call to action several different ways and in different areas to make sure the message is clear.

Take a look at these examples:

“Visit us at the corner of Main and Maple to receive a free quote” “Come to our downtown location for your free quote” “Ask for your free quote at our Main and Maple location.” “Drive downtown today for your free quote.”

Use colors and graphics

A call to action is more effective when it stands out from the rest of your design. Try using a contrasting font color to make the call to action pop. Red is an effective call to action color because it’s bright and creates a sense of urgency, but you can use any distinctive color that matches your design.

The bright red color helps this mailer’s call to action really stand out. Photo Credit: Burton Creative

Leave white space

Size matters.

A call to action should usually be sightly larger than the surrounding paragraph text so that readers recognize it as something separate. This also makes it easier to scan and read. People don’t always take action right away; a large call to action ensures that they will find it easily if they look at the ad later.

Follow through

When the customer actually does follow through on your call to action, what happens next? It’s your responsibility to make sure that when they follow your instructions, it’s easy for them to follow the next step towards a sale or conversion.

And the next step.

For example, if you ask them to call your office, make sure someone is on the other end waiting to take their call and to explain the next step of the process. If the office is closed, there should be an automated message that explains the process and gives the customer instructions on when to call back.

Practice makes perfect, and your best call to action ideas will likely come to you after you’ve become more familiar with the process. Take the time to perform writing exercises, coming up with different ways to instruct your audience and drive them towards your brand’s end goal.

What sort of calls to action do you find to be effective in your printed material? What calls to action have you yourself acted upon in the past? Here’s a call to action for you: share your responses, tips and examples in the comments!

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4 Responses to “14 Tips for Writing the Best Call to Action (With Examples)”

I found your examples and suggestion to be very helpful , I intend to apply this information as I work on my call to action. I truly thank you.

Thank you for taking the time to share this information, I plan on applying it today in marketing my new sculpture, “Turn Two – Double Play

Some good tips there. I think however that a few of these flyers are even still a little too busy in design. I am forever trying to encourage my clients to create simple punchy ads so that the message is to the point. Product – Call to action – URL and finished.

Great call to action content

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What Is Call To Action (CTA)?

How Does Call to Action Work?

What is a call to action in marketing, what is a call to action in writing, benefits of good calls to action, what is a call to action button, how to write a call to action, why is a call to action important, call to action in an essay, cta button on a website, cta button on facebook.

We can define a call to action as follows; are the text or buttons that contain a guiding message and encourage the target audience to take a specific action, which they use when advertising on any brand or company’s web page, social media accounts, or other platforms.

It is possible to use CTAs in all kinds of marketing channels such as email marketing, Google/Facebook/Instagram ads, and various parts of the website. Call to action examples are phrases such as “Buy”, “Sign up”, “Join us”, “Try it for free”, “Add to cart”, “Create account”, “Contact us”, and “Whatsapp chat”. These emoticon buttons attract the user’s attention and increase your conversion rate.

After reading this article, you can develop a stellar call to action by determining your purpose and target audience!

Calls to action are a call to attention made to the target audience in the appropriate style. In short, the CTA tells your customers what to do and when.

Every ad with an effective CTA imposes high intent on the brand’s potential customers. It becomes easier for a potential customer with high intentions to turn into a real customer . Providing this convenience is important for every business and brand.

There are many call-to-action generator tools available to create effective CTAs for your business promotion. You should use CTAs to easily reach your goal!

Call-to-action business is also used in conventional marketing methods. In advertisements published in conventional media tools, it is often possible to hear the following sentences:

• Call us now!
• Buy before you run out!
• Collect coupons.
• Don’t miss the sale.
• Bring the old one, and get the new one.

Through any audible stimulus or text, the CTA is transmitted to the potential customer in conventional as well as digital. The difference between conventional marketing and CTA in digital marketing was the measurability of their results and their optimization ability on a case-by-case basis.

Written calls to action are e ffective directional phrases that you place inside the text of your ads. You can place the best call-to-action phrases within this text, or even spark interest and build customer loyalty by making a call to action in argumentative writing.

As we explained in our article, it is very important to give the clear and clear text in front of you in this process. If you know your product or service and anticipate which problems its promotion will be a solution to, your first step is to produce an understanding CTA .

Giving a call to action in an essay will be the first step to grabbing your reader’s attention. This can be more interesting if this essay has an argumentative tone that plays a role in promoting your services and products .

If you can use contrasts to give a call to action in an argumentative essay, you can find solutions to your reader’s needs with the opposites that derive from that discussion.

The call to action benefits , which many companies and brands use to promote their products and services, include:

• Positive impact on conversion rates
• Increase in sales
• Improves users’ experience
• Allows you to reach your target audience
• Increases brand loyalty
• Helps you collect data

If you want your brand to be visible to your target audience if you want the quality of this audience’s experiences to reflect positively on your sales, traffic, and conversion rate, create compelling calls to action.

Call-to-action buttons, as you will see in the visuals we often use in the blog, are buttons that are remarkable and give the user an action command.

You need CTA not only on your ads but also you need CTA on your website which is an “indirect advertisement”. Because the content of CTA buttons can lead people to actions that include becoming a member, getting services by chatting, or filling out forms. Therefore, a call to action on a website is necessary for such customer actions that you will often need in the promotion process of your brand.

If you have provided an ad integration between platforms, you will need these CTA buttons on platforms such as Instagram, Google, and Facebook. Facebook’s interface will give you a tile area at the bottom right of the photo, and you can write a fantastic CTA there!

We’ll give you a look at the key points to focus on so you can draw attention to your ad and develop a strong CTA:

• Be clear and unambiguous; because you should be able to tell your potential customers about your problem.
• Be action-oriented; command your purpose so that it can be done.
• Personalize; highlight the characteristics of your target audience.
• Be hasty; The potential customer who sees the CTA should also rush to take action.
• Make a value proposition; highlight if you have a free trial.
• Pay attention to the color and its location; CTA is not just content, it should also be a visual stimulus to be stimulus.
• Customize; let there be traces of you. The color of your message could be your logo color, for example.

A call to action in a conclusion paragraph has the potential to bring incredible value to your brand. Because no matter how many quality products and services you produce, you are unlikely to achieve the result you want unless your customers take action.

What Is CTA Meaning Exactly?

A CTA is a call in marketing or communication material that directs the target audience to perform various actions.

What Does A Successful CTA Looks Like?

The CTA should contain an unambiguous message when directing the target audience and should be expressed in the correct style. The call-to-action content look like this: It may make sense to position the “Don’t miss the opportunity!” button under the marketed product because it’s crucial that the CTA button gets attention.

What Is A Good Call To Action Statement?

Audience-specific, engaging, short, and clear statements; all messages that persuade the target audience to take action are good calls to action.

What Is The Purpose Of A Call To Action?

To attract the attention of the target audience and to build a bridge with you on the platform where it is located. This bridge covers all of the various actions of your member, such as purchasing, reading, following, etc. 

What Is The Impact Of A Good And A Bad CTA?

Good CTAs bring traffic and conversions, increase brand recognition and loyalty, provide a solution to a problem of the target audience, and get effective feedback by putting the customer into action.

Bad CTAs, on the other hand, can shake the trust and interest of your target audience in you, that is, the image is shattering, it can be uncomfortable for the customer, and the traffic and conversion rate will be low because they cannot take action.

Gizem Çelik

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Josef Newgarden wins Indy 500 for second straight year after epic duel: Full highlights

The reigning Indy 500 champion is now a back-to-back champion.

Josef Newgarden battled Pato O'Ward Sunday in the closing laps of the 2024 Indy 500 as the Team Penske and Arrow McLaren drivers traded the lead multiple times as the laps wound down in 108th running of the legendary race.

But with one final pass on the white flag lap, Newgarden became the sixth driver to win consecutive Indianapolis 500s, giving team owner and Indianapolis Motor Speedway chairman Roger Penske his 20th win in the "Greatest Spectacle in Racing."

Newgarden is the first driver since four-time winner Helio Castroneves in 2001 and 2002 to win the Indy 500 in consecutive years.

Newgarden bounded into the stands after climbing from his car to salute the fans in Indianapolis who endured a four-hour delay for rain before embracing his wife Ashley.

"Unbelievable. I love this crowd," an exhausted but ecstatic Newgarden said. "Honestly, that wore me out more than the race.

"I'm just proud of this team. They crushed it. I mean crushed it. They came here with the fastest cars. We worked our tails off. Team Chevy brought it.

"That's the way I wanted to win that."

Newgarden scored his 30th career IndyCar Series win after starting third in the race alongside two of his Penske teammates: Scott McLaughlin, who won the pole and 2018 Indy 500 winner Will Power.

But it was heartbreak for Pato O'Ward , the popular Mexican driver who was seeking his first Indy 500 win after finishing second in the 2022 race behind Marcus Ericsson.

O'Ward had taken the lead back from Newgarden as the white flag waved for the final lap and held off the 33-year-old Tennessee native through the first two turns and down the backstretch. But Newgarden had one more move left, and he used it in Turn 3, speeding past the Arrow McLaren driver and holding on to take the checkered flag.

O'Ward, who turned 25 earlier in May, struggled to put the emotions of coming up one position short for the second time in three years into words.

"I put that car through things I never thought it was gonna be able to do," O'Ward said. "Oh man, it’s just so painful when you put so much into it and then two laps short I guess. Or two corners short.

"We had so many near race enders, so close again. So (expletive) close."

O'WARD Frustrated after heartbreaking finish at 2024 Indy 500

Scott Dixon, the 2008 Indy 500 winner and a six-time IndyCar Series champion finished third, followed by 2016 winner Alexander Rossi, O'Ward's teammate at Arrow McLaren, in fourth. Two-time IndyCar Series champion Alex Palou, Dixon's teammate at Chip Ganassi Racing, came home fifth, while McLaughlin finished sixth.

"It’s always a heartbreak whenever you’re so close especially when it’s not the first time," O'Ward said. "You just don’t know how many opportunities like that you have."

Newgarden got redemption in IndyCar's biggest race following a month when virtually the entire paddock questioned his integrity and that of Team Penske for the team’s push-to-pass scandal that cost Newgarden his season-opening win in St. Petersburg .

IndyCar officials leveled a massive penalty to the No. 2 team following an investigation of Team Penske for manipulating the overtake system at St. Petersburg, and Newgarden raced Sunday at Indianapolis without his strategist and lead engineer .

So, the celebratory milk was even more enjoyable for Newgarden, who celebrated with his crew in victory lane for the second consecutive year.

Indy 500 back-to-back winners

1939-40:   Wilbur Shaw

1947-48:   Mauri Rose

1953-54:   Bill Vukovich

1970-71:   Al Unser

2001-02:   Helio Castroneves

2023-24: Josef Newgarden

Kyle Larson finishes Indy 500, heads for Charlotte for Coca-Cola 600

NASCAR star Kyle Larson had an eventful day at Indianapolis Motor Speedway, running among the top six in the second half of the race before a pit-road speeding penalty on Lap 132 of 200 spoiled his day.

The 2021 NASCAR Cup Series champion, who was making his Indy 500 debut, held his own against a full field of IndyCar stars, proving that one of motor sports' most verstaile drivers can indeed race open-wheel cars in the biggest race in the world.

Larson finished 18th in the 108th running of the Indy 500, unable to regain his position among the leaders following the drive-thru penalty. But he ran all 500 miles and said he "would definitely love to be back next year."

"I feel like I learned a lot throughout the race. I made a couple of mistakes," Larson said in a TV interview after the race ended. "I'm proud to finish but pretty upset at myself."

Immediately following his interview commitments and debrief, Larson boarded a helicopter at Indianapolis Motor Speedway to take him to a charter plane headed for Charlotte, North Carolina, and the Coca-Cola 600.

NASCAR Xfinity Series driver Justin Allgaier started for Larson in the No. 5 Hendrick Motorsports Chevrolet but will give up the wheel to Larson when he arrives at Charlotte Motor Speedway to complete "the double."

2024 Indy 500 final results

(Start position in parentheses)

1. (2)  Josef Newgarden , Chevrolet, Penske

2. (5)  Pato O'Ward , Chevrolet, Arrow McLaren

3. (9)  Scott Dixon , Honda, Chip Ganassi Racing

4. (7)  Alexander Rossi , Chevrolet, Arrow McLaren

5. (10)  Alex Palou , Honda, Chip Ganassi Racing

6. (3)  Scott McLaughlin , Chevrolet, Penske

7. (27)  Kyle Kirkwood , Honda, Andretti Global

8. (14)  Santino Ferrucci , Chevrolet, AJ Foyt

9. (21)  Rinus VeeKay , Chevrolet, Ed Carpenter Racing

10. (24)  Conor Daly , Chevrolet, Dreyer & Reinbold-Cusick

11. (6)  Callum Ilott , Chevrolet, Arrow McLaren

12. (33)  Christian Rasmussen , Chevrolet, Ed Carpenter Racing

13. (45)  Christian Lundgaard , Honda, Rahal Letterman Lanigan

14. (75)  Takuma Sato , Honda, Rahal Letterman Lanigan

15. (15)  Graham Rahal , Honda, Rahal Letterman Lanigan

16. (41)  Sting Ray Robb , Chevrolet, AJ Foyt Racing

17. (20)  Ed Carpenter , Chevrolet, Ed Carpenter Racing

18. (17)  Kyle Larson , Chevrolet, Arrow McLaren

19. (77)  Romain Grosjean , Chevrolet, Juncos Hollinger Racing

20. (06)  Helio Castroneves , Honda, Meyer Shank

21. (4)  Kyffin Simpson , Honda, Chip Ganassi Racing

22. (78)  Agustin Canapino , Chevrolet, Juncos Hollinger Racing

23. (26)  Colton Herta , Honda, Andretti Global

24. (12)  Will Power , Chevrolet, Penske

25. (98)  Marco Andretti , Honda, Andretti Global

26. (23),  Ryan Hunter-Reay , Dreyer & Reinbold-Cusick

27. (60)  Felix Rosenqvist , Honda, Meyer Shank

28. (8)  Linus Lundqvist , Honda, Chip Ganassi Racing

29. (51)  Katherine Legge , Honda, Dale Coyne Racing

30. (11)  Marcus Armstrong , Honda, Chip Ganassi Racing

31. (66)  Tom Blomqvist , Honda, Meyer Shank

32. (28)  Marcus Ericsson , Honda, Andretti Global

33. (30)  Pietro Fittipaldi , Honda, Rahal Letterman Lanigan

2024 Indy 500 race recap

The IndyCar world turns its attention to Indianapolis Motor Speedway on Sunday with the Indianapolis 500 , where 33 drivers competed to win the 108th edition of the race. 

USA TODAY Sports and the Indianapolis Star has the latest updates, news, highlights and more throughout the day. Follow along.

Dixon, Newgarden trade lead in final 30 laps of Indy 500

Reigning race winner Josef Newgarden and 2008 winner Scott Dixo have been trading the top spots with less than 30 laps to go in the Indy 500.

The Team Penske driver and the Chip Ganassi Racing driver have both made their final pit stops along with Arrow McLaren drivers Alexander Rossi and Pato O'Ward who are chasing.

Kyle Larson was in the lead with 20 laps remaining but has yet to make his pit stop.

Arrow McLaren drivers speed to lead at Indy 500

Alexander Rossi in the No. 7 Chevrolet and Pato O'Ward in the No. 5 Chevrolet, put Arrow McLaren into the lead with less than 50 laps remaining in the 2024 Indy 500.

Rossi, the 2016 Indy 500 winner, and O'Ward sped past Scott Dixon on a restart following clean-up on track for Will Power's crash.

All drivers will have to make one more pit stop in the scheduled 200-lap race.

Former Indy 500 winner Will Power crashes out of the race

Another former Indy 500 winner has exited the race when 2018 champion Will Power spun coming out of a turn on Lap 147 and hit the outside wall. Power's crash and the ensuing caution came seconds after 2008 Indy 500 winner Scott Dixon, playing a smart fuel strategy, assumed the race lead for the first time on Sunday.

Power, who started second, climbed from his No. 12 Team Penske Chevrolet – his chance at a second Indy 500 victory in a crumbled heap along with his race car.

Kyle Larson penalized for speeding on pit road at Indy 500

Kyle Larson came down pit road on Lap 132 during green flag stops and locked up his tires trying to decelerate. But it was not enough as officials clocked the NASCAR star for speeding.

Larson was forced to come down pit road two laps later for a drive-thru penalty and fell from the top six down to 22nd and the tail end of the lead lap.

Marco Andretti goes for a spin at Indy 500

Marco Andretti became the latest star to crash during the 2024 Indy 500. The Andretti Global driver was driving mid-pack following a restart when his No. 98 Honda began wiggling before sliding up the track into the outside wall.

Andretti, the son of team owner Michael Andretti and legendary racer Mario Andretti, was competing in his 19th Indy 500.

Th race restarted on Lap 119 of 200 with Scott McLaughlin, Josef Newgarden and Alexander Rossi battling for the top spot. NASCAR star Kyle Larson was sixth on the restart.

Two former Indy 500 winners made contact, sending one for a wild ride

Ryan Hunter-Reay, driving with a head of steam, pulled down low to try to make a pass on Scott Dixon on Lap 108 before his right front tire made contact with Dixon's left rear tire as Dixon was trying to block.

Hunter-Reay, the 2014 Indy 500 winner, went sideways into the grass before doing a 360-degree spin onto the track at over 200 miles per hour in his No. 23 Dreyer & Reinbold Racing/Cusick Motorsports Chevrolet.

The veteran racer managed to somehow save the car from hitting the wall as the rest of the field swerved to avoid him, but Hunter-Reay was forced to exit before with less than 100 laps remaining.

Dixon, the 2008 Indy 500 winner, avoided any major damage and pitted with the leaders under caution.

Indy 500 hits halfway with Josef Newgarden in the lead; Kyle Larson in Top 10

Josef Newgarden assumed the lead at the halfway point of the race. The defending Indy 500 winner took his first lead of the day on Lap 101, when Christian Lundgaard hit pit road in his Rahal Letterman Lanigan Racing for a scheduled fuel stop.

Newgarden started third in the No. 2 Team Penske Chevrolet. At the halfway point, he leads Penske teammate Scott McLaughlin, who started on the pole, and AJ Foyt Racing's Santino Ferrucci.

NASCAR star Kyle Larson has raced his No. 17 Arrow McLaren Chevrolet up to the eighth position, just in front of four-time race winner Helio Castroneves.

One of pre-race favorites out of Indy 500 after crash

Colton Herta, who many people pegged as one of the favorites to win the 2024 Indy 500, is out following a crash on Lap 86.

The Andretti Global driver was running second behind pole sitter Scott McLaughlin when his No. 26 Honda wiggled coming around a turn. Herta lost control, before spinning and hitting the outside wall with his front tires.

The safety team helped him from his car and drove him to the infield care center, while his car was towed back to the garage. The Andretti Global team was able to make repairs and will try to send Herta back out to the track, though numerous laps down.

Honda drivers facing engine problems in 2024 Indy 500

Another caution flag came out on Lap 56 following another engine problem with a Honda.

Smoke poured out of Felix Rosenqvist's No. 60 Honda, and the Meyer Shank Racing driver was forced to pull over to the side as his engine expired.

Rosenqvist joins teammate Tom Blomqvist, who was involved in a Lap 1 crash, with an early retirement from the race. All seven drivers whose race has ended early were driving Hondas, though three were involved in an opening-lap crash and one spun out on Lap 28.

Scott McLaughlin dominating through 50 laps of Indy 500

Pole sitter Scott McLaughlin retook the lead on Lap 44 from the drivers who stayed out on the track during a Lap 23 caution. The Team Penske driver leads AJ Foyt Racing's Santino Ferrucci, Arrow McLaren's Alexander Rossi, Andretti Global's Colton Herta and Penske's Josef Newgarden, the defending race champion.

NASCAR star Kyle Larson is running ninth in his first Indy 500.

Six drviers have retired from the race.

Linus Lundqvist brings out another quick caution at Indy 500

Linus Lundqvist paid the price for the field's early aggression at Indianapolis Motor Speedway. The Chip Ganassi Racing rookie was racing at the bottom of the track in his No. 8 Honda following a restart on Lap 27, when cars went four-wide around him. Lundqvist caught the grass on Lap 28, before spinning out and hitting the outside wall.

Lundqvist becomes the second Ganassi driver, following Marcus Armstrong, to have an early exit at Indianapolis.

Caution flag waves for Katherine Legge

Katherine Legge, the only woman in the 2024 Indy 500, appeared to have an engine failure in her No. 51 Dale Coyne Racing Honda, on Lap 23. That marks the second Honda to have an engine problem in Sunday's race following Chip Ganassi Racing's Marcus Armstrong, who bowed out after 15 laps.

During the caution, nearly all of the lead drivers hit pit road for tires and fuel. Scott McLaughlin, who started from the pole and had led every lap of the race so far, restarted in fourth on Lap 27 when three other drivers stayed out.

2024 Indy 500 begins with crash on opening lap

After a delay of more than four hours, the 108th running of the Indianapolis 500 went green and then immediately halted after a crash on the opening lap.

Rookie Tom Blomqvist, driving for Meyer Shank Racing, lost control of his No. 66 Honda and slammed into 2022 Indy 500 winner Marcus Ericsson, driving the No. 28 Andretti Global Honda. The incident also collected Rahal Letterman Lanigan Racing Pietro Fittipaldi in the No. 30 Honda.

Ericsson, Blomqvist and Fittipaldi are out of the race, as is Chip Ganassi Racing's Marcus Armstrong, who lost power in his No. 11 Honda.

The remaining drivers remained on the track, driving under caution, as safety workers reached the drivers and removed the cars from the track.

Green flag waves for 2024 Indy 500

After a four-hour delay, the green flag has been waved to start 108th running of Indianapolis 500. The race is scheduled for 500 miles, 200 laps around the 2.5-mile track.

Team Penske drivers swept the front row during last weekend's qualifying with Scott McLaughlin winning the pole, Will Power starting second and defending Indy 500 Josef Newgarden starting third.

NASCAR star Kyle Larson, who is attempting the Indy-Charlotte "double" – racing in the Indianapolis 500 and NASCAR's Coca-Cola 600 in the same day – started fifth

Roger Penske delivers command to start engines for 2024 Indy 500

Roger Penske, chairman and owner of Indianapolis Motor Speedway and the NTT IndyCar Series, delivers the most famous words in motor sports: "Drivers, start your engines!"

Penske is also a team owner in IndyCar and NASCAR, and three of his drivers make up the front row for the 108th running of the Indianapolis 500.

Kyle Larson's 'double' attempt still on, with veteran racer lined up to start NASCAR race

With Kyle Larson choosing to stay in Indianapolis after the 2024 Indy 500 was delayed by rain, alternate plans had to be made by his NASCAR team, Hendrick Motorsports, for the start of tonight's Coca-Cola 600 at Charlotte Motor Speedway .

If the Indy 500 had started on time, Larson would have been able to fly to Charlotte from Indianapolis before the start of the Cup Series race that is scheduled to go green shortly after 6 p.m. ET. Now that the Indy 500 has been delayed by four hours, Larson will officially miss the start of the Coca-Cola 600 – unless weather delays events in Charlotte, too – and Hendrick will need a substitute driver to start in the No. 5 Chevrolet for NASCAR's longest race.

That driver is veteran Justin Allgaier, one of the top racers in the NASCAR Xfinity Series for JR Motorsports. Allgaier, who has competed in 81 Cup Series races in his career, drove in Saturday's Xfinity Series race at Charlotte and has already sat in Larson's car at the Hendrick shop.

NASCAR rules say drivers must start every race “unless authorized by NASCAR," so Larson would need – and almost certainly will get – a waiver for the NASCAR playoffs this fall.

Kyle Larson announced during Indy 500 driver introductions

NASCAR star Kyle Larson has waited out the weather delay in Indianapolis as he attempts to race motor sports' epic "double" – driving in the Indy 500 and Coca-Cola 600 in the same day.

And now, Larson has officially been introduced – along with the rest of the 33-driver field – for the 108th running of the Indy 500.

Larson will start fifth – in the middle of the second row – alongside Alexander Rossi (4th) and Santino Ferrucci (6th). Team Penske drivers swept the front row during last weekend's qualifying with Scott McLaughlin winning the pole, Will Power starting second and defending Indy 500 Josef Newgarden starting third.

Drivers return to track for 2024 Indy 500 after rain delay

The 108th running of the Indy 500 is getting closer to going green. The drivers and crews have returned to the grid at Indianapolis Motor Speedway as the rain has stopped and trucks are drying the track.

And now there are new approximate times for pre-race festivities and the drop of the green flag for the 2024 Indy 500.

Driver introductions are set to get underway around 3:48 p.m. ET, and pre-race ceremonies are scheduled to begin at 4:16 p.m. ET. If all goes according to plan, the green flag should drop at 4:44 p.m. ET.

Rain moves out, drying trucks on track at Indianapolis Motor Speedway

The  2024 Indy 500 is set to get underway late Sunday afternoon , after rain delayed the 12:45 p.m ET green flag start time by several hours.

Indianapolis Motor Speedway is sending trucks and track dryers onto the 2.5-mile oval, and IMS President Doug Boles said he hopes drying would take about two hours .

IMS official are now pegging a 4:45 p.m. ET start time for the race.

The Indy 500 typically takes about 3 hours, and IMS does not have lights. Sunset is at 9:03 p.m. ET. — Scott Horner, Indianapolis Star

Indy 500 will run on NBC on Sunday despite weather delay

If any or all of the  Indianapolis 500  runs Sunday afternoon and evening, the "Greatest Spectacle in Racing" will continue to air on NBC as planned, according to a network spokesperson .

Though  NBC's online schedule portal  listed other events set to air Sunday afternoon, including the Senior PGA Championship that is scheduled for 4 p.m. ET, the spokesperson said airing the 500 in whatever capacity if possible will be the priority for NBC on Sunday.

Despite the unlikelihood of any cars actually racing before 4 p.m. ET because of inclement weather in Indianapolis, the spokesperson said IndyCar content will continue to air through the end of the scheduled 11 a.m. - 4p.m. ET broadcast window. What happens immediately after that is unclear, but if Indy 500 racing does take place, that action will air on NBC. — Nathan Brown, Indianapolis Star

Fans allowed back into grandstands at Indianapolis Motor Speedway

Shortly after 2 p.m. ET, Indianapolis Motor Speedway announced that spectators could return to the grandstands since lightning has cleared the area around the track.

Fans had been asked to seek shelter at 11:15 a.m. ET because of weather, with IMS officially delaying the scheduled 12:45 green flag start time. Officials at Indianapolis Motor Speedway said earlier that people were welcome to stay in the venue – just not in the grandstands – or they could return to their cars or seek shelter elsewhere and return to the speedway if the weather improved later in the day.

Indy 500 officially in a weather delay

With a line of thunderstorms bearing down on Indianapolis Motor Speedway, officials have delayed the start of this year's race . All prerace activities have also been paused as fans have been asked seek shelter away from the grandstands.

The green flag was set to wave at 12:45 p.m., but that will not be the case now.

IMS president Doug Boles said that weather experts the track has been consulting with believe this round of storms – an initial wave of high winds and lightning, followed by a couple hours of rain – should pass in the 2:30-3 p.m. window, after which the track will be able to start the drying process. Equipped with a fleet of NASCAR's 'air titans', IMS was able to dry the track once during practice week as quickly as 77 minutes.

Should the weather cease around 3 p.m., Boles said he hoped the race would be able to start in the 4:30-5 p.m. window. — Nathan Brown, Indianapolis Star

NBC shows Indy 500 replay while in weather delay for 2024 race

With inclement weather delaying the start of the 108th running of the Indianapolis 500 – the green flag was slated to drop for the 2024 race at 12:45 p.m. ET – NBC is re-airing the 2023 Indy 500 as the network and race fans wait out the delay.

Jeff Gordon on how Indy 500 delay affects Kyle Larson's 'Double' attempt

With the start time of the 2024 Indy 500 now officially delayed, Kyle Larson and Hendrick Motorsports – his NASCAR team – have a really tough decision to make. Wait out the rain in Indianapolis and miss the start of NASCAR's Coca-Cola 600, slated to start at 6 p.m. ET Sunday night at Charlotte Motor Speedway? Or prioritize NASCAR – his primary racing series – and abort the attempt at the motor sports "double"?

Hendrick Motorsports vice chairman Jeff Gordon told NBC that the team has every intention of getting Larson to Charlotte.

"We are gonna do everything we can to just keep an eye on the weather, play the logistics game like we have been, and even if we run here today we'll figure out when we can get him to Charlotte," Gordon, a NASCAR Hall of Famer and four-time series champion, said.

Justin Allgaier, who drives for JR Motorsports (Dale Earnhardt Jr.'s team) in the NASCAR Xfinity Series, is slated to be the standby driver for Larson in Charlotte. Allgaier raced Saturday in Charlotte in the Xfinity race, but has competed in 81 Cup Series races in his career.

Busy day for Hall of Famer Jimmie Johnson

Seven-time NASCAR Cup Series champ Jimmie Johnson is taking advantage of what is one of the biggest weekends in motorsports.

He is on site at the Indianapolis Motor Speedway, contributing pre-race and race coverage on NBC for the 108th running of the Indianapolis 500. When he’s done there, he will head to Concord, North Carolina, to race in NASCAR’s Coca Cola 600 for Legacy Motor Club, the team which he co-owns.

Johnson, 48, has appeared on NBC’s coverage of the Indy 500 before, serving in the same capacity in 2021. He also raced in the 2022 Indy 500 when he was competing in the NTT IndyCar Series and finished 28th.

Johnson, who was inducted into the NASCAR Hall of Fame in January , has competed in four Cup Series races this season, including the Daytona 500, as a part-time driver.

"I was part of the NBC broadcast team in 2021 and it just fueled the fire I needed to make my childhood dream of racing in the Indianapolis 500 one day a reality," Johnson said in a news release. "Competing in this race as a driver was a chance of a lifetime, so to be able to experience the pageantry again is just so special." — Lorenzo Reyes

Indy 500 TV schedule 2024

NBC will air the race, with its pre-race show coverage beginning at 11 a.m. ET. The pre-race show and race can also be streamed on Peacock. 

Kyle Larson says Indy 500 is 'the priority' in historic double

There's so much up in the air, literally, as former NASCAR Cup champion Kyle Larson attempts to compete in both the Indianapolis 500 and NASCAR's Coca-Cola 600 in Charlotte, N.C., this evening.

The potential for a weather delay is the biggest obstacle Larson and Team Hendrick face.

"Our plan is, this (race) is the priority," Larson said on ABC's prerace show. "There's just been so much time and investment to make this Indy 500 happen. It's been a buildup for over a year so we need to run it. And I want to. I feel I have a really good shot to have a good run and potentially win."

If the Indy 500 proceeds on schedule, Larson is set to leave the Brickyard by 4:15 p.m., get to the Indianapolis airport and fly out at 4:30 p.m., land in Concord, North Carolina at 5:25 and helicopter to Charlotte Motor Speedway at 5:33. Green flag for the Coke 600 is scheduled for 6:22.

"Worst case scenario is happening, which is just a bummer more than anything. We'll get to go on track at least in something today, so that's exciting," Larson said.

"I don't care if it's on the same day, I just want to be able to race both races the full distance."

— Steve Gardner

Latest Indy 500 weather forecast

In a morning event operations briefing at the Indianapolis Motor Speedway media center, track president Doug Boles told reporters race officials are tracking a potentially severe storm that may include lightning and is likely to impact the start of Sunday's Indianapolis 500.

Boles anticipates rain arriving at IMS between noon-12:30 p.m.

He says the biggest concern is lightning, and would ask fans to leave grandstands by 11:15 a.m. if it appears lightning is approaching the Speedway, and all on-track festivities would stop.

"It's really a challenging day for us," he said. "No matter what the decision is, it will be a difficult one." — Nathan Brown, Indianapolis Star

Indy 500 starting grid

Here is the grid for Sunday’s race. Start position (car number in parentheses), car make and team  ( R- rookie;  W- Indy 500 winner):  

1. (3) Scott McLaughlin, Chevrolet, Team Penske  

2. (12) Will Power (W), Chevrolet, Team Penske  

3. (2) Josef Newgarden (W), Chevrolet, Team Penske 

4. (7) Alexander Rossi (W), Chevrolet, Arrow McLaren 

5. (17) Kyle Larson (R), Chevrolet, Arrow McLaren 

6. (14) Santino Ferrucci, Chevrolet, AJ Foyt Racing 

7. (21) Rinus VeeKay, Chevrolet, Ed Carpenter Racing 

8. (5) Pato O'Ward, Chevrolet, Arrow McLaren 

9. (60) Felix Rosenqvist, Honda, Meyer Shank Racing 

10. (75) Takuma Sato (W), Honda, Rahal Letterman Lanigan Racing 

11. (27) Kyle Kirkwood, Honda, Andretti Global 

12. (23) Ryan Hunter-Reay (W), Chevrolet, Dreyer & Reinbold Racing/Cusick Motorsports 

13. (26) Colton Herta, Honda, Andretti Global 

14. (10) Alex Palou, Honda, Chip Ganassi Racing 

15. (6) Callum Ilott, Chevrolet, Arrow McLaren 

16. (11) Marcus Armstrong (R), Honda, Chip Ganassi Racing 

17. (20) Ed Carpenter, Chevrolet, Ed Carpenter Racing 

18. (4) Kyffin Simpson (R), Honda, Chip Ganassi Racing 

19. (98) Marco Andretti, Honda, Andretti Global 

20. (06) Helio Castroneves (W), Honda, Meyer Shank Racing 

21. (9) Scott Dixon (W), Honda, Chip Ganassi Racing 

22. (78) Agustin Canapino, Chevrolet, Juncos Hollinger Racing 

23. (41) Sting Ray Robb, Chevrolet, AJ Foyt Racing 

24. (33) Christian Rasmussen (R), Chevrolet, Ed Carpenter Racing 

25. (66) Tom Blomqvist (R), Honda, Meyer Shank Racing 

26. (77) Romain Grosjean, Chevrolet, Juncos Hollinger Racing 

27. (8) Linus Lundqvist (R), Honda, Chip Ganassi Racing 

28. (45) Christian Lundgaard, Honda, Rahal Letterman Lanigan Racing 

29. (24) Conor Daly, Chevrolet, Dreyer & Reinbold Racing/Cusick Motorsports 

30. (30) Pietro Fittipaldi, Honda, Rahal Letterman Lanigan Racing 

31. (51) Katherine Legge, Honda, Dale Coyne Racing 

32. (28) Marcus Ericsson (W), Honda, Andretti Global 

33. (15) Graham Rahal, Honda, Rahal Letterman Lanigan Racing 

Weather forecast for Indy 500 race  

Showers and thunderstorms are expected Sunday and some could produce heavy rainfall with a 90% chance of precipitation, according to the National Weather Service . The first wave of storms is expected to arrive before 3 p.m. East southeast winds become south by afternoon between 6 to 15 mph. Wind gusts could reach a high of 23 mph.

Temperatures should max out around 76 degrees. Rain accumulation is expected to be near 1/2 to 3/4 of an inch.

Showers and thunderstorms are likely to return in the evening, mainly before 1 a.m., and could be severe. With a 70% chance of precipitation, damaging winds are the likely concern with some locations possibly seeing hail or tornados.

There will be a south wind around 11 mph, with gusts as high as 22 mph possible. The low temperature will be near 64. Another 1/2 to 3/4 of an inch of rain is expected. — Chris Sims, Nathan Brown and Karl Schneider, Indianapolis Star

Kyle Larson Indy 500 and Coca-Cola 600

Among the contenders: Kyle Larson, the 2021 NASCAR Cup Series champion, who is aiming to become the fifth driver to contest arguably the hardest thing in motor sports: racing in the Indy 500 and Coca-Cola 600 on the same day, weather permitting. As soon as Larson’s day in Indianapolis is done, he will fly to Charlotte, North Carolina to race Sunday night in NASCAR’s longest race. — Ellen J. Horrow 

Who is the honorary starter for the 2024 Indy 500?  

Actors Austin Butler and Jodie Comer, who star in the upcoming film "The Bikeriders," will serve as honorary starters for the 108th running of the Indianapolis 500 and will wave the green flag at Sunday's race. – Ellen J. Horrow 

Who is singing the national anthem at the 2024 Indy 500?  

Singer-songwriter and actress Jordin Sparks will perform the national anthem prior to Sunday's race. Sparks, who gained fame as the winner of season six of "American Idol" in 2007, also performed the national anthem before the 2015 Indianapolis 500. Additionally, musician Phillip Phillips, who won the 11th season of "American Idol" in 2012, will perform “God Bless America” during pre-race ceremonies. – Ellen J. Horrow 

Indy 500 drinking milk tradition  

The tradition started in 1936 when Louis Meyer drank buttermilk in Victory Lane. According to a 2022 IndyStar story , Meyer drank the milk because his mother said it would refresh him on a hot day. 

A dairy industry executive saw a photo of Meyer drinking the milk and decided to offer it to winners thereafter. The Indiana Dairy Association became an official sponsor in the 1950s, and these days every driver is asked what kind of milk they prefer — whole or skim — just in case they get the opportunity to celebrate with it. — Evan Frank, Indianapolis Star 

Who has the pole position for Indy 500?  

Team Penske driver Scott McLaughlin won the pole for the 108th running and will start on the front row alongside teammates Will Power and Josef Newgarden. 

Printable 2024 Indy 500 starting grid  

We have one right here for you ! 

How many laps is the Indy 500?  

The Indy 500 consists of 200 laps around the 2.5-mile Indianapolis Motor Speedway, totaling 500 miles. 

What is the race distance of the Indianapolis 500?  

After 200 laps around a 2.5-mile track, the drivers will have totaled 500 miles each. 

When is the Indy 500 in 2024?

The 108th Indianapolis 500 is Sunday, May 26. The green flag was scheduled to wave at 12:45 p.m. ET. 

• International

Israel's war in Gaza

Deadly storms sweep central US

May 20, 2024 Israel-Hamas war

By Chris Lau, Ivana Kottasová, Tara John, Sana Noor Haq and Amir Vera, Elise Hammond and Kathleen Magramo, CNN

Our live coverage of Israel's war in Gaza has moved here .

Nearly 570 tons of aid delivered across temporary pier to Gaza, US Central Command says

Nearly 570 metric tons of humanitarian aid has been delivered across the temporary pier to Gaza so far, according to the US Central Command.

The aid will be distributed by humanitarian partners,  CENTCOM said in a statement.  

“The United States, United Kingdom, UAE, European Union, and many other partners have donated this humanitarian assistance,” the statemeant said.

The pier was anchored to a beach in Gaza last week to funnel aid from various countries into the enclave, with most border crossings closed and a catastrophic humanitarian disaster unfolding inside.

France supports ICC decision to seek arrest warrants for Israeli prime minister and Hamas leaders

From CNN’s Xiaofei Xu

France broke away from its Western allies and expressed support for the International Criminal Court (ICC) after the court announced its decision to seek arrest warrants for Israeli Prime Minister Benjamin Netanyahu and Hamas leader in Gaza Yahya Sinwar.

“Regarding Israel, it will be up to the court's Pre-Trial Chamber to decide whether to issue these warrants, after examining the evidence put forward by the Prosecutor to support his accusations,” the French foreign ministry said in a statement issued late Monday. It added: “France supports the International Criminal Court, its independence, and the fight against impunity in all situations.”

Paris also said it has been warning “for many months” the need for strict compliance with international humanitarian laws and “in particular of the unacceptable level of civilian casualties in the Gaza Strip and the lack of humanitarian access,” the statement said.

The statement marks a major split between France's position and that of its Western allies, notably the United States, where President Joe Biden called the decision “ outrageous .”

France has been one of the few Western countries willing to take a tougher stance on Israel, including criticizing America’s decision to veto ceasefire resolutions in the UN Security Council early on and calling for an immediate ceasefire.

US blasts request by international court for arrest warrants for top Israeli officials. Here's the latest

From CNN staff

US President Joe Biden on Monday rejected the  International Criminal Court's arrest warrant requests  for Israeli leaders amid the ongoing war against Hamas.  

The ICC's request targets top Israeli officials and Hamas leaders.

“There is no equivalence between Israel and Hamas,” Biden said. “It's clear Israel wants to do all it can to ensure civilian protection. Let me be clear, what’s happening is not genocide.” 

The ICC's prosecutor Karim Khan rejected accusations by Israel and some of its allies questioning its independence, saying the request "is not a witch hunt, this is not some kind of emotional reaction to noise. It's a forensic process."

Here are some reactions to the arrest request:

• Israel's Prime Minister Benjamin Netanyahu said: "The prosecutor’s absurd charges against me and Israel’s defense minister are merely an attempt to deny Israel the basic right of self-defense. And I assure you of one thing: This attempt will utterly fail."
• Hamas also denounced the request , saying it “strongly condemns the attempts of the ICC Prosecutor to equate victims with aggressors by issuing arrest warrants against a number of Palestinian resistance leaders without legal basis.”
• The United Kingdom and Italy criticized the ICC's decision, while the Human Rights Watch (HRW) and a group of international legal experts supported the request.
• In the United States, US House Speaker Mike Johnson confirmed  House Republican leaders are looking at sanctions in response to the ICC's decision and Senate Minority Leader Mitch McConnell said the court "succeeded only in discrediting itself."

Here are more headlines from the region:

• Iran elections: Iran's presidential elections will take place June 28 following the death of Iranian President Ebrahim Raisi and his foreign minister in a helicopter crash.
• Palestinian displacement: More than 900,000 people, or about 40% of Gaza's population, have been displaced in the past two weeks as Israeli bombardment continues across much of the enclave, UN spokesperson Stephane Dujarric said.
• Top US official wraps up trip to Mideast: National Security Adviser Jake Sullivan on Monday wrapped up his visit to the Middle East during which he met with Israeli opposition leader Yair Lapid and members of the war cabinet, including Yoav Gallant and Benny Gantz.
• Israeli bombardment leaves 12 dead: At least 12 Palestinians were killed in an Israeli military bombardment of Beit Lahia in the northern Gaza Strip, according to local health officials. Residents and rescue workers said about 10 other people were trapped under the rubble of buildings that were flattened in the attack.

Biden rejects ICC arrest warrant request for Israeli leaders

From CNN's Sam Fossum

US President Joe Biden offered a full-throated rejection of the International Criminal Court's arrest warrant requests for Israeli leaders amid the ongoing war against Hamas.  

“Let me be clear, we reject the ICC’s application for arrest warrants,” Biden said at an event in the Rose Garden celebrating Jewish American Heritage Month.   “There is no equivalence between Israel and Hamas,” Biden said. “It's clear Israel wants to do all it can to ensure civilian protection. Let me be clear, what’s happening is not genocide.” 

Biden also acknowledged “the trauma” of October 7 and reiterated his “ironclad” commitment to Israel’s safety and security. And he promised not to rest until the hostages being held by Hamas are released.

The president also pledged his commitment to a two-state solution.

Biden and his top officials have said the creation of a Palestinian state with guarantees for Israel’s security is the only way to bring peace and stability to the Middle East.

Italian foreign minister calls court's move to seek arrest warrants for Israeli officials unacceptable

From CNN's AnneClaire Stapleton

Italian Foreign Minister Antonio Tajani said it's "unacceptable" that the International Criminal Court moved to seek arrest warrants for Israeli officials , including Prime Minister Benjamin Netanyahu, and senior Hamas officials on the charges of war crimes and crimes against humanity over the war in Gaza.

"It seems unacceptable to me that a government legitimately elected by the people in a democratic way is equated with a terrorist organization which is the cause of everything that is happening," Tajani said in an interview with Italian broadcaster Rete 4.

At least 12 dead in Israeli bombardment of Beit Lahia in northern Gaza, health officials say 

From CNN’s Abdel Qadder Al-Sabbah, Sarah El Sirgany and Sana Noor Haq 

At least 12 Palestinians were killed Monday in an Israeli military bombardment of Beit Lahia in the northern Gaza Strip, according to local health officials.

The strikes also injured 10 people, a spokesperson at the local Kamal Adwan Hospital told CNN. Residents and rescue workers say about 10 other people were trapped under the rubble of buildings that were flattened in the attack.

CNN video of the aftermath shows the concrete skeleton of destroyed buildings, with entire walls ripped through on several floors. Stone slabs and metal rods spill from the roof of the building as Palestinian men, women and children crowd near the site. Some hold their heads in their hands, while others search the debris for survivors. 

Ambulances from the Palestine Red Crescent Society (PRCS) could be seen slowly moving along demolished roads, in footage filmed for CNN. Rescue workers and citizens dug through smashed pieces of broken concrete. In one scene, emergency crews resorted to using a rope to pull up the body of a woman wrapped in a blanket. 

Israel’s military campaign in Gaza since the Hamas-led October 7 attacks has drained critical supplies and destroyed main highways. Fares Afana, the ambulance and emergency director for northern Gaza told CNN that emergency operations are “very difficult due to dwindling equipment.” 

One man who spoke to CNN from the scene said there were children trapped under the destroyed home of the Kahlout family. 

In recent days, the Israeli military has intensified attacks on several locations saying its soldiers "eliminated more than 200 terrorists, destroyed terrorist infrastructure and destroyed underground tunnels both from the ground and from the air" in northern Gaza.  

Author Salman Rushdie warns of Hamas-run "Taliban-like" Palestinian state

From CNN's Mia Alberti

Author Salman Rushdie believes that Hamas would take charge of a Palestinian state if one was to be formed now.

"I've been in favor of a separate Palestinian state most of my life. Since the 1980s. But if there was a Palestinian state now, it would be run by Hamas and we would have a Taliban-like state. A satellite state of Iran," he told public German broadcaster RBB24 this month.

"Is that what the progressive movements of the Western left want to create?" Rushdie said in an interview regarding the recent students protests in the US.

Rushdie said that "any normal person" would be shocked by the number of "innocent deaths" in Gaza, but he argued that pro-Palestinian demonstrators are failing to call out Hamas' actions.

"I think the demonstrators could also mention Hamas. Because it all started with them. And Hamas is a terrorist organization. And it's strange that a young progressive student organization supports a fascist terrorist group, because they do that in a way," he said.

The author, who has been targeted for his writing multiple times, also says that calls for a free Palestine become "problematic... when it descends into anti-Semitism and sometimes even support for Hamas."

McConnell: "The ICC has succeeded only in discrediting itself"

From CNN's Kristin Wilson and Morgan Rimmer

Senate Minority Leader Mitch McConnell says “the ICC has succeeded only in discrediting itself” by seeking an arrest warrant for Israeli President Benjamin Netanyahu.

“Since the immediate aftermath of October 7, Israel and allies and Jewish people around the world have faced pernicious efforts to equate a sovereign nation's self-defense with barbaric acts of terrorism,” he said in Monday’s floor remarks.

“But today, the most noxious attempt at moral equivalence comes from unelected international bureaucrats brandishing a contrived and perverted authority.”

“In the same breath, the self-aggrandizing prosecutor of the International Criminal Court applied for arrest warrants for both Hamas chief terrorists and Israel’s duly elected prime minister. It’s a damning development, but not for the supposed subjects of the applications.

McConnell also addressed the death of Iranian President Ebrahim Raisi in a helicopter crash over the weekend.

“The untimely death of the president of Iran does not change the underlying threats this regime poses to its own citizens the region and to the free world,” he said.

“I'd also like to extend my condolences to Iran's neighbors who still live under the constant threat of a regime that practices what it preaches. Death to Israel, death to America, war on international commerce, and chaos across the Middle East.

Meanwhile, other senior GOP senators running for leader also condemned the ICC's move regarding an arrest warrant for Netanyahu.

Senate Minority Whip John Thune, who is running to replace McConnell as GOP leader next Congress,  tweeted  that the move was “as unjustifiable as it is shameful."

Sen. John Cornyn, who is also running, condemned the ICC’s decision in his own  post  on X, calling it "illegitimate and unsubstantiated."

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