Better Button Text for Website Conversions
TL;DR:
- Button text directly affects whether people take action on your website
- Skip vague phrases like 'Submit' or 'Click Here' – they don't tell users what happens next
- Use specific, clear phrases like 'Book My Free Call' or 'Download the Guide'
- Think of buttons as invitations, not commands
- Every word should communicate what the user gets from clicking
The text on your buttons matters more than you might think. Poor button text can kill conversions, while well-crafted copy can dramatically increase the actions people take on your site.
Why Button Text Makes or Breaks Conversions
Your button text is often the final nudge that gets someone to act. If it's vague or uninspiring, people hesitate. If it's clear and compelling, they click.
The difference between "Submit" and "Get My Free Quote" isn't just style – it's the difference between someone understanding exactly what they're getting and having to guess what happens next.
Write Buttons That Actually Work
Be Specific About the Action
Generic button text creates friction. When someone sees "Click Here," they have to think about what "here" means. When they see "Download the SEO Checklist," they know exactly what they're getting.
Compare these examples:
- "Submit" vs "Send My Message"
- "Learn More" vs "See Our Pricing"
- "Continue" vs "Create My Account"
The specific versions remove guesswork and set clear expectations.
Focus on What Users Get
Frame your button text around the benefit or outcome, not just the action. Instead of "Sign Up," try "Start My Free Trial" or "Join 2,000+ Subscribers."
This approach helps people visualise the value they'll receive, making them more likely to click.
Make It Feel Like an Invitation
The best button text feels welcoming rather than pushy. "Book My Free Call" sounds more inviting than "Schedule Consultation." "Claim Your Discount" feels better than "Apply Code."
Small changes in tone can make buttons feel like natural next steps rather than demands.
Common Button Text Mistakes to Avoid
Generic phrases that tell users nothing:
- "Click Here"
- "Submit"
- "Continue"
- "Next"
Vague promises:
- "Learn More" (about what?)
- "Get Started" (with what?)
- "Find Out More" (about what specifically?)
Overly salesy language:
- "Buy Now!"
- "Order Today!"
- "Don't Miss Out!"
These phrases either leave users confused about what happens next or sound too pushy for most contexts.
Test Your Button Text
The best button text for your audience might surprise you. Sometimes "Request Information" converts better than "Get Free Quote." Sometimes "Join Now" beats "Sign Up Free."
Try different versions and measure which ones get more clicks. Small changes in wording can lead to significant improvements in conversions.
FAQs
Why does button text have such a big impact on conversions?
Button text is often the last thing people read before deciding to act. If it's unclear or uninspiring, they'll hesitate or leave. Clear, benefit-focused text removes friction and encourages action.
How long should button text be?
Keep it short enough to read quickly but long enough to be clear. Usually 2-5 words work best. "Download Guide" is better than "Download Our Comprehensive SEO Guide for Beginners."
Should I use first person or second person in button text?
Both can work, but first person ("Get My Quote") often feels more personal and engaging than second person ("Get Your Quote"). Test both approaches to see what works for your audience.
What's the difference between a good and bad call-to-action?
Good CTAs are specific, benefit-focused, and match the context. Bad CTAs are vague, generic, or create uncertainty about what happens next.
Jargon Buster
CTA (Call to Action): Any element on your website designed to prompt an immediate action, like clicking a button, filling out a form, or making a purchase.
Conversion: When a website visitor takes a desired action, such as signing up for a newsletter, downloading a guide, or making a purchase.
Friction: Anything that makes it harder for users to complete an action, like confusing button text, too many form fields, or unclear next steps.
Wrap-up
Better button text is one of the quickest ways to improve your website's performance. Focus on clarity, specificity, and benefits rather than generic phrases that leave people guessing.
Start by reviewing your current buttons and asking: "Does this tell users exactly what they'll get?" If not, it's time for a rewrite.
Ready to improve your website's conversion rate? Join Pixelhaze Academy for more practical tips on optimising your site's performance.