Why the CTA button copy needs more attention
It’s the last thing your user sees before closing the deal. It’s what either makes or breaks them. And sometimes, it’s the only thing that matters.
Your CTA button copy is more important than you think. It has to make sure users take action—whether that action is to sign up, download, register or buy. Button copy is an often overlooked piece of content in terms of importance, but it can be a major key to conversion success.
A good CTA button will have a sense of urgency and will highlight the benefit of taking action by clicking the button.
Before we get into the tips that help you write click-worthy CTAs, here is our ultimate guide to designing call-to-action buttons that convert.
7 tips to help you write click-worthy CTAs
Clearly state what the user gets
Instead of saying “sign up”, try something like “start reading” or “start writing” or “start receiving”. The more specific you can be, the better—a good rule of thumb is to convey what exactly is going to happen next, which will immediately make your CTA button more enticing by building off of the excitement that the user feels about what they’ve been reading or seeing so far on your website. Remember: people are motivated by their own self-interest, so make sure that you’re speaking directly to them and their desired outcome.
Use active verbs
Most businesses want people to take their call-to-action (CTA) buttons very seriously. So why do so many of them use passive verbs for their button copy? Passive verbs are words like “Review,” “Register,” “Select,” or “View.” They’re not bad words, but they are weak.
Active verbs are not only more engaging, they also tell users exactly what they’re expected to do. For example, if you’re running a coupon campaign and want users to click on a button to download the coupon, rather than simply saying “Download,” you could change your CTA button copy to something like “Get My Coupon.”
Make it about the user
The most important thing to remember when writing the copy for a CTA button is that the user’s needs and wants are what should be addressed. This is especially true if this is the first time you’re communicating with them. Instead of using copy like “Sign Up for Our Newsletter,” try something more personal like “Learn More About What We Do.” This way, you’re making it clear that your main purpose is to inform the user about how your services can benefit them. Your goal should always be to help the user, not sell something to them.
Embrace urgency without being pushy
One of the main goals of a CTA is to get a visitor to take immediate action, and one way to do that is with a sense of urgency. Hurry! Don’t miss this opportunity! Now is the time! These are all great ways to inject some excitement into your CTA, but there’s a fine line between exciting and obnoxious. To keep your CTAs from crossing that line, try using strong verbs like rush and act quickly instead of more forceful words like buy now or order today.
Don’t write long CTA copy
Longer CTAs also have a tendency to be more vague. You might think you’re being clever or witty, but if your CTA doesn’t tell people exactly what they’ll get out of clicking, you’re going to lose a lot of potential customers. Shorter CTAs are usually more direct and specific and therefore make people more likely to click.
Use language familiar to the industry
The CTA copy for a payment processing software, for example, might use “processing” or “invoicing” in the action text of their CTA. If you’re calling to action with words that are familiar to the industry you’re targeting, people will immediately feel more comfortable with what they’re reading.
Take a little risk
Here’s what we mean: The tried-and-true “Click Here” button text is boring to read, but more importantly, it’s boring to write. And if you’re bored writing something, chances are your recipients are bored reading it too. So why not try something new? Something engaging? Something like “Shop Our Christmas Gift Guide,” “Get Your Holiday Cards Now,” or “View This Week’s Hot Deals.”
Don’t be afraid to test different words or phrases in your calls-to-action. While there’s no one magic phrase that will work for all campaigns, try something new and see how it performs against your more traditional copy options.
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