A strong webinar CTA names one specific action, like booking a 15-minute demo, and appears both on screen and in the host's script. Vague prompts like "let us know if you're interested" rarely convert.
Webinar Glossary
CTA
CTAs, or call to actions, are online prompts that motivate users to buy, subscribe, download, or provide personal information.
What is a CTA
A call to action, or CTA, is a marketing term describing a digital prompt that inspires action. CTAs elicit a response or sale. Call to actions can be used to motivate users to buy, subscribe, download, or provide personal information. The main goal of a call to action is to convert users.
How CTAs are used in webinars
Many marketing materials use calls to action. The CTA directs the target audience towards the next step of action. For webinars, they can be used on the webinar landing page to gain registrants. CTAs are also commonly included in marketing emails when promoting a webinar. Marketing CTAs can also be used to funnel prospects towards more brand content.
Call to actions can also be used within webinars. They are a handy sales tool to instruct audiences to buy a product or service. They can be used to distribute material related to the webinar, or help prospects book personalized sales calls. CTAs can be scheduled automatically to occur during a presentation.
Webinar CTA best practices
Some webinar CTA best practices are:
- Optimize your landing page
- Use command vocabulary
- Express value
- Create a sense of urgency
Optimize landing pages
Everything from the color of the CTAs to their location on a landing page can impact how many people will register for a webinar. Commonly, CTAs located above the fold of a landing page have higher conversion rates. And those with round corners are more likely to be clicked than their pointy-cornered comrades.
Use command vocabulary
Words like “sign up” “register” and “don’t miss out” direct an audience towards action. Passive vocabulary tends to perform poorly when used in calls to action, especially during a live performance.
Express value
As much information as possible should be given to users when they are faced with a CTA. This is easy in a webinar format, where brands can express value in real-time. Once a CTA is launched, speakers can reiterate how the end-user will benefit from clicking a CTA.
Create a sense of urgency
Fear of missing out can encourage prospects to respond to a call to action. Any references to time limits, limited offers or stock depletion can encourage clicks.
Editorial & methodology — Written and reviewed by the Livestorm content team, based on first-party product experience and platform documentation. Last updated: July 2026.
Frequently Asked Questions
What makes a good CTA for a webinar?
How many CTAs should you include in a single webinar?
Most webinars work best with two to three well-timed CTAs rather than one repeated constantly: an early low-commitment ask, one mid-session, and a clear final ask.
Should a webinar CTA appear on screen or be said out loud?
Both. A spoken CTA grabs attention in the moment, and an on-screen CTA gives attendees something to click without interrupting the presenter.
Does a CTA work the same way in a live webinar as an on-demand one?
The mechanics are similar, but an on-demand CTA has to work without a live presenter reinforcing it out loud, so its on-screen placement and timing matter even more.
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