Have you ever wondered why some websites make it so easy to know what to do next, while others feel like a confusing mess?
Aside from design, the difference can often be surprisingly simple – the words used on buttons and links.
The buttons on your website that say things like “Contact Us” or “Learn More” are more powerful than you might think. They’re commonly known as calls to action (CTAs).
Your website may have a beautiful design, but your CTA buttons can easily become an afterthought. It’s something we often see when web designers build a great-looking website, but they haven’t put any thought into a solid marketing plan to drive conversions.
According to HubSpot, personalised and action-focused CTAs perform up to 202% better than generic ones. That means your button text alone can make the difference between a visitor bouncing or becoming a lead.
Thankfully, a few simple changes to your CTAs can dramatically improve your results.
First, you need to make your buttons about your customers, not about you.
So, instead of having a button that says something like “Submit”, try using “Get A Free Quote”.
Can you see the difference?
It’s a simple change to the language, switching the focus from what you want (a form submission) to what your customers want (a free quote).
You can also use action words, as these create urgency and excitement with visitors. Action words, such as “Discover”, “Get”, “Start”, “Claim”, and “Book”, work much better than passive words like “Submit” or “Send”.
CTAs to Avoid
- Submit
- Send
- Learn More
- Click Here
- Contact Us
CTAs to Try
- Get a Quote
- Book a Free Consultation
- Start Your Project
- Claim Your Free Demo
- Get Instant Access
- Schedule a Call
- Discover How It Works
Remember that people want to feel like they’re gaining something valuable in exchange for their time or information. They don’t want to feel like they’re just filling out another form.
It also helps if you’re specific about what happens next. Using a phrase like “Get Your Free Consultation” is much clearer to a visitor than “Contact Us”.
When people know exactly what to expect, they’re more likely to take action.
Test different words or phrases to see which options work best for your audience. Sometimes, you’ll be surprised that “Start a Chat” performs better than “Schedule a Consultation” for your particular customers.
Finally, it’s vitally important not to overwhelm visitors. You should have one primary call to action per page.
When you make it easy and compelling for visitors to understand the next step, they’re far more likely to take action.
Learn more about how to optimise your landing pages.
