5 Tips for Writing Call to Action Buttons

You’ve paid attention to every area of your site. Right?

Persuasive landing pages, in-depth blog posts, and high-profile about pages are all fantastic. But often, it’s the little details that can mean the most.

Say you have a landing page for an eBook you’re selling. How can you optimize it? One method is by writing call to action buttons that stand out and work for you.

Writing call to action buttons is something that’s often overlooked. Many people think, “it’s only a button.” They use the standby phrases like “buy now.” But is this really working?

This is important because a button is a gateway to a purchase. When you’re writing call to action buttons, you need to grab the reader’s attention and reinforce your value. All of this within one or two words.

Writing call to action buttons is hard. Up for the challenge? Then here are X attributes your call to action buttons need:

1. Direction

Your CTA button has to tell the reader where they’re going. When the reader clicks a button like “buy now,” they know they’re going to the cart or the checkout. When they click “find out more,” they know they’re going to a page with additional information on the topic.

Commands like “click here” and “enter” are much less directional. When the reader clicks, what will they see? “Click here” offers no direction, and “enter” is useless.

2. Clarity

This goes hand in hand with the other elements. If your CTA button isn’t clear, it won’t be effective. “Get your free quote” is crystal clear and communicates a reward for the reader (see #3).

“Click here” and “enter” also serve as examples of what not to do in this category. They’re vague and meaningless.

3. Reward

This is probably the most important aspect to consider when writing call to action buttons. What is the reader’s motivation for clicking your CTA button? What do they get out of it? “Save 50% now” is a jam-packed CTA. It implies shopping and purchasing, and it outlines a massive benefit to the customer.

A command like “submit” doesn’t offer any value for the reader. The reader has to perceive a clear benefit, otherwise there’s no impetus to click the button.

4. Brevity

This seems like a no-brainer; writing call to action buttons means writing short phrases. But brevity is more than shortness of phrasing. It’s also succinctness in meaning.

CTA buttons don’t have to be one or two words, either. “Download the free report” seems lengthy, but every word is straightforward. It provides an action, a direction, and a benefit.

5. Thematic connection

With millions of buttons out there, you have to stand out from the crowd when writing call to action buttons. “Sign up for the email list” could be on any site in the world. In contrast, “get free email goodies daily” changes up the wording and meets all of the other characteristics.

This thematic connection can use phrases or slogans associated with your site. For example, if you run a site about consumer tech and your slogan is “digitizing the world,” you could write “Digitize Me” for a CTA.

What do you aim for when writing call to action buttons?

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