The BIG List of CTAs for Lead Generation

In Ecommerce occupations, a sale is the primary call to action. The tip aim is to get someone to purchase a product and, for the essential points, that’s likely the alteration activity you’re driving in your PPC safaruss.

Lead generation is different.

In lead gen, we’re offering our potential patrons something now in exchange for information with the goal that they will stay in contact and eventually decide to work with us whether it’s applying our service, acquiring a concoction, etc.

The challenge here is to come up with an appealing offer so your patrons are willing to give you their information and become part of your pour. And that’s where most lead gen corporations are miscarrying.

More than likely, your calls to action are terrible.

For real.

So many offers are solely focused on the business’s priorities , not “the consumers “. There are a very few number of people who want to watch your demo and those kinfolks are already through most of their buying process.

What about those further up the pour in the interest stage or those just starting their research? Odds are a demo is a waste of their duration.

Whenever I give this little scphiel of mine, I always get the same question:

What are good calls to action?

And since I answer it all the time, I figured it would be best to write them all down and share rather than giving the schedule out in a one-to-one manner.

So without further ado, here’s my roster of calls to action/ offers you can use to improve your lead generation performance.

A Whole Bunch of Lead Gen Calls to Action:


Pick a meaningful topic and developed in partnership either a lecture, panel of experts, or life Q& A period with folks. These can be either live affairs or on-demand to get the most of their worth.


Pick a topic and put together a short guide to it. Keep the topic focused on something your target audience concludes meaningful either in “peoples lives” or jobs and give them information they can’t get abroad or that they would have to find in multiple different places.

Industry Reports/ State of the Industry:

Pretty much all industries have their own foibles. Use your expertise and write a report about where yours is and offer it as a gated asset to others in that industry.

Access to a Calendar:

Did you know you can create a public schedule on Google and then share it only to the persons who supply their mailing address? I did. Compile a listing of important dates that kinfolks should be aware of( industry affairs, concoction openings, scheduled announcements, etc .) then volunteer it in exchange for a little personal info.


Quizzes can be a great way to help your audience understand better themselves by just asking a few questions. Just make sure whatever you give them is meaningful. None of this “pick a breakfast food and we’ll tell you which Disney character you are” kind of stuff.


This one is pretty similar to a quiz, but “calculator” has a numbers focus. Think mortgage calculators or what your car payment would be. As a hint, this doesn’t have to be perfect either. Make a implement that equips a pretty good estimate and then have kinfolks get in touch with you to get their actual, customized judgment. You’ll likely have lots of folks applying this tool with lower numbers of form submissions, but the ones who do submit should be very qualified.


Staying in the loop is a big deal. Put together a weekly, bi-weekly, monthly newsletter with relevant material that your patrons will find valuable and send it to them, you predicted it, via email, which you’ll need to gather before they’re included.

Ticket to an Event:

Seeing as 2020 has been a dumpster fire, this is likely best for a virtual episode, but gained by an exclusive incident could be a great lead magnet. Highlight both the best interest of the the happen and the exclusivity for best causes.

Contest/ Drawing:

Who doesn’t compassion winning trash? Put together a great gift or giveaway and compel information to enter.

Eligibility Finder:

Maybe the functionality will be close to a quiz, but an fitnes finder can be a good qualifying implement for you and your patrons. They’ll know if you’re the right solution and they are able to create audiences to improve your retargeting accordingly.

Free Trial:

No one cherishes granting their make apart free of charge, but some manufactures are perfect for this. If your answer is something users need for a very long time( not just a got a couple of days and they’re done ), something they’ll need to get used to and work through integrations, a free tribulation with customer support can be a great convincer.

Remind Me Later:

Potentially a result gen ad with the proper nurture string. Here’s a cool thing coming up. Sign up now to get a reminder/ notification when something goes on sale.

Watch a Video:

This does not have to be a demo. It can be a recording of its further consideration, a demonstration, a curated day-in-the-life piece, anything. Include information that’s valuable to your gathering and make it worth their information and time to view it.


What types of manages do your capability patrons go through? Are they common or singular? Commonly, a checklist for highly erratic or peculiar process can be a great way to help someone achieve a goal and gain a specifically qualified register of users.


Similar to a checklist, a cheatsheet might be a good way to help someone out of a problem or diagnose a problem. What types of problems do your consumers generally have and how can you craft a mislead expanse that helps them get out of the jam?


Whether email templates or sales unit writes, you can help your patrons know what to say to either their prospective patrons or, my personal favorite, assistance a lower level employee convey the importance of your solution to their company stakeholders.


Similar to a resource list, compile good tools and share them all together in a group, whether they’re your tools or not.

Web App/ Chrome Extension:

Depending on your concoction/ solution, build a custom plug in that can help your clients keep their sanity. For purveyors, these could be conversion pixel checkers or the Zest app, but in other industries, it could be something entirely different.

Resource List:

Maybe you’re not the one generating the content, but you know some assassin assets out there. Put together a roster of the most meaningful datum you can find and ask for a little info before yielding it away.

Plan/ Planner with Guides:

This is best for something that someone needs to use in the real world on a regular basis. Think a steer or delineate of a 5 week diet/ develop scheme.

Printable Asset:

In nearly every industry there’s a planning stage. Put together a blank schedule template that someone can print off and use over and over again.

Inspiration or Examples Packet:

Literally show things your target purchasers can do. Just be sure that it’s a big enough resource so that it’s worth it being gated.

Spreadsheet/ Macro:

If your commodity/ mixture asks lots of numbers, you can tweak the Quiz/ Calculator give and instead gate a spreadsheet with a saved macro included that does the same thing.


As long as it doesn’t give away all of your knowledge, put together an resource that registers someone how to do one specific thing. You won’t get people crowding out the organize who don’t need your solution, and then you’ve required value that they likely couldn’t get elsewhere.


This might seem like a silly differentiation from an manufacture report or whitepaper, but eBook’s should be longer and have a different overall format. You know, like a bible. Additionally, even if the difference is small, beings greeting differently based on an resource specify category. Don’t believe me? Test is for yourself.


Make the information you’re sharing visual. But like, actually observable. Not one of those infographics that has paragraphs and sections of textbook. That’s precisely a well designed poster. Make the data points you’re sharing easily scannable with charts and counters rather than commands.

Expert Answers to a Question/ Poll/ Round Up:

Pick one question or topic and invite renowned professionals to answer it. Compile those rebuttals and make a resource. The best part is that those experts typically share those for you so it’s “free” promotion.

Free Coaching Session/ 1 on 1 Meeting:

Depending on what your end offer is and how much duration you have available, measure giving away a little bit of your time. Maybe a 15 hour Q& A time or a 30 time usage coaching scold. Either way, if you’ve started an breath of expertise in your field, this could be a hot commodity.

Cliff’s Notes of an Asset:

Maybe some of additional resources you put together for earlier gives are…really long. Can you abbreviate them and ask for more/ less info( based on value added) to get more folks through the head formation?


Leverage your knowledge on a particular topic and put together prognosis for an industry, produce, life-style.

Slide Presentation:

Find a middle ground between an infographic and an ebook and make a powerpoint presentation. Ideally, this is something you’ve presented and come good press for elsewhere and are gating for those consumers who couldn’t attend the event itself.

Membership Site/ Vault/ Library:

If you have a large amount of assets that someone could gained in, these can be good teasers to get related consumers into a database. Maybe those the asset is personas, guides, checklists, event studies, etc.

Access to an Exclusive Group:

Most social stages and/ or productivity software allow for invite-only radicals. These can be for collaboration, society, aid sharing, etc. Offering access to these groups can be a great way to build a following and conclude like minded men.


Everyone affections a reject. Offer a voucher system that needs to be emailed to them instead of a public system.

Case Studies:

Some clients are exhausted of brand-new concoctions/ mixtures actually engendering good results. Having some strong contingency studies on hand to show how you’ve affected others can be a great tool, and depending on how explicit you are in them, they can be worthy of a chassis load before accessing.

Waitlist/ Early Access:

Product opens are always rousing, but even more exciting is getting early access to those concoctions. Certainly enough to share a little contact info, right? And now you can retarget that user for future launchings.


There are tons of concoctions/ solutions that have a literal catalog full of options and customizations. Take the additional pace and compel the user to give up some contact information for the digital macrocosm to send them that catalog.


Although this list is long, it’s certainly not exhaustive. Hopefully I’ve at least motivated you to think outside the demo carton when creating calls to action for your higher pour campaigns that your purchasers will actually like and is conducive to.

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