a single source, nothing corroborates it

Label the button with what the click delivers

A button naming the mechanical action asks the visitor to do a chore; one naming what arrives afterwards makes an offer. Warm the language around it rather than leaving it transactional, choose a pattern deliberately instead of defaulting to a generic label, and add a few words of microcopy underneath that answer the last reason not to press it.

The method

1. 01

   Label buttons with the value the click delivers rather than the mechanical action: an invitation to build the site beats an instruction to register.

2. 02

   Write the button around the value received and make it deliver on what the title promised, rather than naming the mechanical action.

3. 03

   Add a few words of microcopy to the button that answer the last objection to clicking it.

4. 04

   Warm up the language around your call to action instead of leaving it cold and transactional.

5. 05

   There are several distinct patterns for writing a call to action; pick one deliberately rather than defaulting to a generic button.

What it returned

• Contrasted with generic labels like sign up or start trial

• The three methods are shown only in images, so the specifics are not in the text

• The four patterns appear only as images; credited to Vikki Ross and Jason Fried

Sources

• 4 Tips to Convert Visitors Into SalesJustin Welsh · justinwelsh.me · Tip #3: Make it Easy to Buy! · 2022-04-09
• 7 practical ways to write copy that convertsHarry Dry · Marketing Examples · 4) Think “Call-to-value” not “Call-to-action” · undated
• Four ways to write a CTAHarry Dry · Marketing Examples · undated
• Three ways to add warmth to your CTAHarry Dry · Marketing Examples · undated
• My step-by-step guide to landing pages that convertHarry Dry · Marketing Examples · 5/ CTA · undated