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.



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To Your Success,
Joan Harrington



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