How to Write More Inviting Button Text

How to lower the barrier between your website visitors and the next step by writing a more inviting button text.



Your call-to-action serves as an entryway to move website visitors to an intended next step. However, if the button appears uninviting, it’s easy for a visitor to second-guess their decision, or worse, bounce off your page entirely. To avoid chasing people away, it’s important that you are employing the right call-to-action, for the right offer, on the right page.



Inspired by this approach from Carly Stec, Content Manager, IMPACT, in this post you will be learning how to write button text that converts by avoiding certain friction words (that have the ability to destroy your conversion rate)  “Friction” words are words that describe things people have to do – not things people want to do.


1. Words to avoid

  • High-Friction Words
  • Buy
  • Sign up
  • Submit
  • Give
  • Invest
  • Donate/Sponsor/Support
  • Complete


2. Words to be careful of

  • Join
  • Share
  • Switch
  • Find
  • Start
  • Visit
  • Learn


3. Words that prompt conversions

  • Get
  • Check out
  • Discover
  • Reveal
  • Earn


When trying to persuade a visitor to take action, you want to be sure that you avoid words that imply that there’s work to be done. In doing so, you’ll find that it’s much easier to lower the proverbial barrier between a visitor and your offering.


Which button would you rather click on?



Submit is over-used. To entice your visitors to take action, consider using copy that speak directly to what they are looking to do (they’re not trying to submit, they’re trying to get an ebook.)  If you can improve the level of intrigue by simply swapping out one word for another, why not?


It’s important that you run tests to identify which words work best on your audience. For more on how to approach this type of testing,check out this article.



If you enjoyed this post and found TONS OF VALUE, please take a moment and share…..Thank you 🙂


Sharing Is Caring!


To Your Success,
Joan Harrington



0 Replies to “How to Write More Inviting Button Text”

  1. Hey Joan!
    This post is full of value, it’s really important to have a compelling offer and the button that people would actually click on. “Get Your Free eBook” definitely works much better than something like “Join”, “Submit”, or “Buy”.
    Thank you for sharing!

  2. Really interesting post Joan. I’ve been looking into this a bit lately and of course as usual there are a variety of opinions. I have to admit I have mixed feelings about “Get Your Free eBook” simply because I’m selfish, I want subscribers who want more than the freebie. And we all know a percentage of people subscribe only for those freebies. One of these days I’m going to run a split test on those who subscribe without a gift and those who sign up with a gift to see what what the click through rate would be for each. Hum. 🙂

Leave a Reply

Your email address will not be published. Required fields are marked *