If you’ve been researching how to build the best membership site, you’ve probably heard about the importance of a CTA—short for “Call to Action.” But if the words “call to action” just conjure images of a tired battle cry or a pushy infomercial, let me break it down in a way that won’t make you cringe.

A CTA, or Call to Action, is the part of your content that stops being all passive-aggressive and starts telling your audience exactly what to do. Think of a CTA as that one friend who interrupts your indecisiveness by saying, "For heaven's sake, just order the nachos already!"

Why Do CTAs Matter?

Well, let’s be real here: even the best membership site isn’t worth a penny if people just browse, nod politely, and leave. Without a solid CTA, your visitors are like awkward party guests hovering by the chips and dip, unsure whether to stay or skedaddle. A great CTA guides them to take the next step, turning passive bystanders into loyal members or, better yet, paying subscribers.

But how do you figure out what that magical CTA should be? How do you choose one that fits like a tailored suit? Let's get into it.

How to Choose the Right CTA

Choosing the right CTA depends on where your audience is in their journey—no, scratch that overused term—experience with your brand. If you’re building a subscription website or aiming to create the best membership site ever, your CTAs should reflect the relationship you have (or want to have) with your audience. Here’s how to break it down:

1. Awareness Stage (The Newbies)

At this stage, visitors are barely aware of your existence. It’s like that first moment you’re introduced to someone at a party: no commitments, just introductions. So, don’t go for the hard sell. Instead, focus on CTAs that entice them to get to know you:

“Curious? Grab a Free Guide!”
“Want In? Sign Up for Free Tips!”
“See What You’re Missing—Click Here for a Sneak Peek”

The idea is to be inviting without feeling like you’re that overeager network marketer from college.

2. Consideration Stage (The Lukewarm Crowd)

Now they’ve gotten a taste of your content and are thinking, “Maybe I like this… but do I really?” This is where you give them a nudge:

“Unlock Members-Only Content—Sign Up Now!”
“Ready to Go Deeper? Start Your Free Trial”
“Not Sure? Try a Sample Lesson First”

Here, you’re dangling a carrot without the pressure of immediate commitment. It’s all about making it easy for them to see what the best membership site can offer.

3. Decision Stage (The On-the-Fence Folks)

At this point, they’ve been around the block a few times, and now it’s time to get serious. Your CTA should reflect the urgency or exclusivity:

“Become a Member Today & Save 20%”
“Join the Community—Limited Spots Left!”
“Don’t Miss Out! Start Your Free Trial Before It’s Gone”

If your CTAs are effective, these on-the-fence folks should become your latest success story. If not, you’ll be left wondering what went wrong over your third cup of coffee. (Hint: the coffee isn’t to blame.)

4. Post-Purchase (The Loyalists)

Here’s where many fall off the wagon. You’ve got a customer—yay, party hats and confetti! But don’t stop there. Your loyal subscribers are key to long-term growth, especially if you’re building a subscription website that relies on recurring revenue. Keep them engaged with CTAs like:

“Invite Your Friends & Get Free Access for a Month!”
“Become a VIP Member—Exclusive Perks Await”
“Upgrade Now & Unlock Premium Features!”

Nurture these relationships, and they might just stick around long enough to leave a glowing review or, at the very least, stop ghosting your newsletters.

Is Your CTA Any Good?

Here’s the golden rule: a good CTA should be clear, concise, and, above all, useful. If your CTA is buried under jargon or is vaguer than your old college professor’s lecture on postmodernism, it’s probably not doing its job.

Here’s a quick checklist to know if your CTA is passing the vibe check:

1. Does It Create a Sense of Urgency?

If your CTA can be procrastinated indefinitely, it’s about as effective as a "Live, Laugh, Love" sign in an office. Make sure it conveys some form of time-sensitivity or limited opportunity.

Bad CTA: “Subscribe for Updates”
Good CTA: “Join Now to Get This Week’s Update”

2. Is It Action-Oriented?

Your CTA should explicitly tell people what to do, even if that feels a little bossy. Don’t be coy.

Bad CTA: “Learn More About Membership”
Good CTA: “Start Your Free Membership Today!”

3. Does It Speak to Your Audience?

Make sure your language matches the vibe of your brand and audience. If you’re running a membership site for dog owners, a CTA like “Fetch Your Free Guide!” will work better than “Submit Your Information.”

4. Is It Eye-Catching?

Your CTA should stand out visually. Use buttons, contrasting colors, and placement above the fold to catch those wandering eyes. If your CTA blends into the background like a chameleon, nobody’s clicking it.

Swipe File of CTA Examples

Here’s a goldmine of CTA examples you can shamelessly steal—or, let’s say, be inspired by. Whether you’re convincing people to join a community, subscribe, or buy something, there’s a CTA here for every scenario:

For Membership and Community Sign-Ups

“Join the Club—Access Exclusive Perks!”
“Start Your Free Trial—Cancel Anytime”
“Become a Founding Member—Limited Slots Available”
“Get VIP Access—Sign Up Now!”
“Join Our Community—First Month Free!”

For Building a Subscription Website

“Start Your Free Subscription Today!”
“Ready to Subscribe? Get Instant Access!”
“Subscribe & Save 10% on Your First Month”
“Unlock Premium Content—Subscribe Now”
“Limited-Time Offer: Subscribe and Get Free Updates!”

For Encouraging Engagement or Content Downloads

“Download Your Free Guide—No Strings Attached”
“Grab Our Free Toolkit Now!”
“Sign Up for Weekly Tips & Tricks”
“Join Our Webinar—Seats Filling Fast”
“Claim Your Free Course Preview”

For Conversion-Driven CTAs

“Don’t Wait—Start Your Free Trial Now!”
“Get Started Today—Save $50!”
“Upgrade to Premium—See What You’re Missing”
“Join the Elite Club—Limited Time Offer”
“Become a Pro Member & Unlock All Features”

Wrapping It All Up

If you’re building a subscription website, you need CTAs that are clear, engaging, and purpose-driven. Keep in mind where your audience is in their experience (hey, I kept my word!) and tailor your CTAs accordingly. Check if they’re urgent, action-oriented, and aligned with your brand’s voice. And if all else fails, use the swipe file above to spark some inspiration.

Ultimately, your goal is to make your audience think, “I need to click this right now,” not “Meh, maybe later.” Because, if you wait around hoping people will make the first move, you'll end up like that sad bowl of guacamole left out at the party. Nobody wants that.

What is a CTA? Guide with Examples