How to Write Better Button Copy and CTA’s

If your button copy still says “submit,” it’s time to do some editing

Amanda Pieper
Copy by Amanda Pie

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Button copy is one of the easiest types of copy to overlook. Yet, it’s arguably the most important piece of the puzzle when you’re writing for conversions.

And who isn’t?

The whole purpose of the button copy is to get the click.

The sale. The conversion. The point of conversion.

So why (in the world) are we neglecting to change our button copy from what came on our expensive website themes to something that converts?

Probably because it’s easy to turn a blind eye to something that already feels done.

But leaving button copy to say, “submit” or “send” screams unprofessional.

Check Your Button Copy. Right Now, I’ll Wait.

If you’re cringing because you don’t even know what your button copy says, it’s k.

Because you’re gonna fix it today. And I promise it’s not all that hard.

But before we dig into the nitty-gritty of what button copy should be, I want you to go take a look at your buttons, and write down what each of them says.

Points if they’re all different. Chances are, though, they’re all the same if you haven’t intentionally changed them.

And that’s a huge no-no because each button should encourage engagement around a different goal (unless they’re all on the same page but even then you can jazz ’em up and get a second chance at conversions (did someone say a/b test?!).

What Should Button Copy Say?

So ya know the button’s gotta say more than submit. So what should it say?

Be Intentional About Your Call To Action Button Copy

In many cases, the obvious choice is to use the word “submit” or “subscribe” or even “send” (the three s’sss).

And there may be a time and place for that kind of copy, but in reality, you should only use direct copy (like that) when in a checkout form.

And even then, buy now will convert better than submit.

Instead of using general CTA formats, intentionally choose your words.

And yes, more than one word is ok!

In fact, complete sentences have been known to convert very well!

Don’t Use Terms That Create Friction

Believe it or not, words like “learn” and “read” can be barriers to the coveted click.

In other words, those words sound like work. And no one really wants to work to get what they want.

So that “Learn More” or “Read About” button copy, could be better.

Instead, your goal should be to set up a Call to Value, rather than a Call to Action. (More on this shortly)

Button Copy Should Go Hand-in-hand with Headlines

One of the easiest ways to increase your conversions is to edit your button copy. And the easiest way to do that?

Simply ensure that the copy aligns with the headline (or hook) on your page or section.

For example: if your headline goes something like this, “Increase conversions with the wave of a magic wand”

Your button copy could say, “Increase my conversions” Or “Wave that wand!”

You see how much more engaging it is than “learn more?”

Easy-peasy lemon-squeezy!

Keep Button Options Simple

There’s a time and place for more than one button in a section. Like if you’re segmenting, or want to send your audience to a space that was created just for them.

But too many buttons can cause overwhelm. Overwhelm leads to bounces. So keep it simple and give one option to your audience (two max).

And, if you use two, remember to keep both of them aligned with the headline and relevant to the reader.

Call to Action vs. Call to Value

By definition, the Call to Action tells a reader what to do, or what they’re about to do. Which works for checkout pages and simple forms.

But when you’re writing copy to convert, it’s better to use a Call to Value, instead.

I know…it’s technical jargon like this that makes us crazy. So to break down this potentially new-to-you term, here’s what I mean.

Value = something the reader actually cares about.

Remember, that button that says, “ learn more”?”

Technically, yes they do want to learn more, but to hit it out of the park what is it they want to learn more about?

What do your readers care about?

For example, they might care about losing weight, their leaky gut, finding love, increasing sales, starting a farm.

So, here’s some examples of button copy that calls to value:

  • Lose Weight Fast
  • Fix My Leaky Gut
  • Finally Start My Farm
  • Find My Soulmate
  • Make More Money

An easy way to craft your button copy is to use the following phrases and complete the sentence:

  • I want to…
  • Show me how…
  • I care about…

What follows the ellipses, is what goes on your button!

In other words, the call to value sets up the value of taking the action.

It articulates the “so what” that we’re always referring to in copywriting or the what’s in it for me aspect of taking that action.

So, before you edit your buttons, make sure to write down your current click rate. That way, you’ll see the difference once the new button copy is in place!

Rather have a pro copywriter review your button copy? Work with Amanda Pie to salvage your sales page!

Originally published at https://www.copybyamandapie.com on October 8, 2021.

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