I’ve got a question for you:
Which button would you rather click?
This one:
Or …
This one:
If you’re like most people, probably #2, right?
Do you like free things?
Do you like instant gratification?
That’s exactly what button #2 promises you.
And guess what. Your prospects like free things and instant gratification, too!
On your website, give the people what they want with buttons that entice.
How to Write Better Buttons
Your button copy doesn’t have to be fancy-schmancy (and you don’t have room to get too wordy anyways), but think carefully about what kinds of words are most likely to trigger an action in your web visitors. Then slap them on a button.
Let’s take an example of button copy commonly found on travel professional websites:
“Sign up for a free consultation” or “Fill out the form for your free consultation”
The good: using the word “free” — people love free things!
The bad: “Sign up” and “fill out the form” remind people that they have to do work to get the free consultation. Buttons should make taking an action sound really easy, not hard.
Instead, consider something like:
- “Click here to get one step closer to your dream journey”
- “Get your free consultation, so your travel dreams can take flight” (people love to “get” things)
- “Tap into our travel expertise with a free consultation”
If those are too long for your taste, you can go shorter and snappier.
Here’s what I wrote for my own button copy on my services page. These buttons link to my online scheduler so prospects can schedule a consultation call with me:
- Yes! Let’s Chat
- Book My Free Consult Call Now!
Think About the Outcome, Not the Action
And here’s one more button tip for ya: Instead of describing the specific action that happens when a button is clicked, describe the final outcome of that action.
So, what does scheduling a consultation call actually achieve in the end?
Here’s an example, again from my website. Notice that I mention precisely what’ll happen when they click the button in the copy right above the button. But the button copy itself describes the final outcome:
Clicking the button will lead my prospect to my contact page, so they can get in touch with me. But ultimately, by getting in touch with me, and then hiring me to create content for them, they’re going to transform their business <– THAT’S the final outcome. The big promise. The REAL reason my prospect is going to click that button.
Make sense?
Button copy is super short — but because buttons entice your web visitors to take action, this copy is really, really important.
I encourage you to take a scan of the current buttons on your website to see if you can jazz them up a bit. It’s an easy way to increase your conversions (i.e. the percentage of your web visitors that actually sign up for a consult call) asap.
[…] THEM. If you want them to click through and explore your services page, TELL THEM. You should be telling your web visitor what to do next on every single page of your […]