You’ve got seconds, maybe less, to guide someone to take action on your site. And that action often hinges on just a few words – your CTA button microcopy.
Those tiny text snippets might not seem like much, but they’re the true engineers of conversions. To be more precise, CTAs with carefully chosen wording can increase revenue by as much as 83%.
Think about what that means for your campaigns. Every signup, download, or purchase is less about having the right offer and more about how you present it. The right microcopy grabs attention, feels relevant, and makes the action irresistible.
Article Shortcuts:
- Tell Exactly What You'll Do
- Talk Directly to Your Customers
- Include an Incentive
- Use Wording That Packs Action
- Stay Simple
- FAQs
In this article, you’ll learn five practical strategies for writing CTA button text that works.
Whether you’re looking to improve clicks, conversions, or customer engagement, you’ll leave with tips you can apply today (plus examples to make them crystal clear).
Source: Depositphotos
1. Tell Exactly What You’ll Do
When it comes to CTA buttons, clarity always wins. A call to action that plainly states what will happen next removes hesitation and builds trust.
Your audience doesn’t want to guess what they’re clicking into. They want to know. Microcopy that spells out the action makes the process feel straightforward and reliable.
Here’s how to achieve that:
- Be specific. Avoid vague phrases like “Submit” or “Continue” that leave users wondering what they’re submitting or where they’re going.
- Instead, describe the action in terms that are relevant and helpful to your audience. For example, instead of “Sign Up,” try “Create My Free Account.” This tells users what they’re doing and connects the action to a clear benefit.
- Consistency is key here, too. Your CTA text should align with the surrounding content. If your page is about selling products, the CTA should reflect that focus, for instance, “Start Selling Today.” This reduces cognitive friction and makes it easier for users to take the next step.
Here’s a perfect example from Business For Sale, an Australian platform that helps users buy and sell businesses. The CTA “Sell your business” is at the top of its page for businesses listed for sale in Melbourne.
This simple yet direct phrase works because it speaks directly to potential sellers who are browsing the page. As they see others listing their businesses, this CTA encourages them to take action with a single click. It’s clear, relevant, and positioned perfectly to meet the audience’s intent.
Source: BusinessForSale
This direct approach makes the decision to click feel natural and low-risk, which is exactly what effective CTAs should do.
2. Talk Directly to Your Customers
CTAs work best when they feel personal. Speaking directly to your audience makes your microcopy more engaging and persuasive.
That’s because people respond to language that feels tailored to them. It’s the difference between feeling like one in a crowd and feeling seen as an individual.
Here’s how to achieve that:
- Use words that resonate with your customers' needs, desires, and goals. Avoid generic, detached phrases like “Join Now” or “Click Here.”
- Instead, choose language that reflects what your audience wants. For example, if you’re targeting homebuyers, “Find My Dream Home” speaks to them in a way that “Search Listings” never will.
- You can also make your CTAs feel personal by using second-person language, like “you” or “your.” This creates a direct connection with the reader as if you’re having a one-on-one conversation.
- Keep your tone approachable and relatable. Professional doesn’t have to mean stiff.
A great example of this strategy is Eden Emerald Buyers Agent, an Australian real estate consultancy agency specializing in helping clients find the perfect property.
Their homepage features a central CTA that says, “Contact us now.” This CTA is simple but effective because it speaks directly to their audience: people who are actively looking for real estate expertise.
The use of “us” makes the interaction feel collaborative, and “now” adds a sense of urgency, encouraging immediate action.
Source: Eden Emerald
Making your CTAs feel more relevant, engaging, and persuasive helps you build trust and inspire action.
3. Include an Incentive
Everyone loves a good deal (or at least a little extra nudge to say yes).
That’s why including an incentive in your CTA is so effective. It taps into the customer’s desire for value, lowers their risk, and makes the decision to take action feel like a win.
Incentives also work because they answer the silent question every prospect asks: “What’s in it for me?”
Here’s how to achieve that:
- Focus on benefits that matter to your audience. An incentive doesn’t have to be complex. It could be a free trial, a discount, or even a money-back guarantee. What’s important is that the offer feels relevant and compelling to your target audience.
- Be clear and specific. Don’t make users hunt for the details. Instead of “Sign Up,” say something like “Start Your Free Trial” or “Get 20% Off Today.”
- It’s also important to position your incentive strategically. Place it in your CTA to maximize visibility and tie the benefit directly to the action you want your customers to take.
- Combine this with active, persuasive language to create a sense of urgency or excitement.
GetSafe is a brand that nails this. It sells medical alert systems designed to help individuals stay safe and independent.
Their homepage features a CTA that reads, “Try Risk-Free for 30 Days.” This powerful phrase immediately communicates value and removes hesitation by offering a no-commitment trial.
Prospects don’t have to search for reassurance – it’s built right into the microcopy, encouraging them to take the first step with confidence.
Source: GetSafe
Including an incentive makes your CTA irresistible. It gives your audience a clear reason to act now, with minimal risk and maximum reward.
4. Use Wording That Packs Action
Passive language puts people to sleep, but action words wake them up and get them moving. That’s not just marketing talk – we’ve seen action-oriented microcopy that boost conversion rates by up to 121%.
When your CTA button practically jumps off the page with dynamic verbs, it creates a sense of momentum that pushes visitors to take the next step. This is the difference between suggesting an action and inspiring one.
Here’s how to achieve that:
- Use verbs that encourage users to take action. Avoid generic, passive phrases like “Click Here” or “Submit” that don’t create urgency or excitement.
- Instead, use active verbs tied directly to the benefit you’re offering. For instance, “Discover Your Savings” is far more compelling than “Learn More About Plans.”
- Make sure your language aligns with your audience’s goals. Think about what they want to achieve, and craft your microcopy around that outcome.
- For example, if your platform helps users solve a specific problem, a CTA like “Fix [My Issue] Now” feels personalized and action-driven.
A fantastic real-world example of this tactic is Somewhere, a platform that helps businesses hire remote talent. Their homepage uses two CTAs: “Learn More” and “Start Hiring.”
These phrases work because they’re clear and packed with intent. “Learn More” appeals to curious prospects seeking information, while “Start Hiring” motivates action by speaking directly to users ready to find talent.
This avoids vague, uninspired options like “Sign Up” or “Register,” which fail to connect emotionally or practically.
Source: Somewhere
Active language in your microcopy works because it taps into our brain’s natural response to command words. When we read action verbs, our minds actually start processing the action itself.
This psychological trigger makes your CTA more compelling and harder to ignore. Dynamic microcopy also helps users envision themselves completing the action, making them more likely to follow through.
5. Stay Simple
Simplicity is a powerful tool in every marketing aspect. When your CTA microcopy is short, clear, and direct, it cuts through distractions and gives prospects an easy path forward.
Simple CTAs work because they don’t overwhelm or confuse, two factors that can prevent a user from taking action.
Here’s how to achieve that:
- Focus on clarity above all. Don’t try to cram too much information into your button text. Avoid long-winded phrases or unnecessary jargon that might slow the reader down.
- Instead, use concise, straightforward language that tells users exactly what to expect. For example, “Try for Free” is far more effective than “Begin Your Free Trial Today.”
- Simplicity doesn’t mean sacrificing impact, though. Use active verbs to keep your message direct and dynamic, and make sure the CTA aligns with the content it follows.
- If your page is already heavy with information, a simple, action-oriented phrase can provide much-needed relief.
DialMyCalls, a provider of mass text messaging solutions, perfectly demonstrates this. Their landing page, which highlights their two-way text messaging service, is packed with information about its benefits and functionality.
Amid all this detail, their CTA “Start Free” stands out. It works brilliantly because it breaks away from the complexity of the page.
In just two words, it communicates ease, removes hesitation by hinting at a free trial, and motivates users to take the next step.
Source: DialMyCalls
This is a masterclass in using microcopy to cut through noise and increase the chances of conversion.
FAQs
1. How many words should my CTA button text contain?
Stick to 2-4 words max. Shorter CTAs tend to perform better as they’re easier to scan and understand instantly. The only exception is when you’re including a specific incentive that needs extra words to convey value.
2. What colors work best for CTA buttons?
While color choices matter, your microcopy should work regardless of button color. However, focus on contrast. Your button should stand out from its background, and your text should be easily readable against the button color. The classic “red vs. green button” debate matters less than clear, actionable microcopy.
3. How do I create urgency without sounding pushy?
Focus on value rather than pressure. Instead of “Buy Now Before Time Runs Out,” try “Get Your Early Access” or “Save 20% Today.” Your microcopy should create natural urgency through benefits, not artificial scarcity.
4. Should CTAs match the surrounding page copy?
While your microcopy should align with your page’s message, CTAs don’t need to repeat exact phrases. They should complement your copy while being more action-oriented. If your page talks about building email lists, your CTA might say “Start Growing” rather than “Build Your List Now.”
5. Can CTA microcopy impact mobile conversions?
Absolutely. Keep your CTAs shorter and more concise for mobile users, as screen space and attention spans are more limited.
Wrapping Up
Great CTA microcopy is all about creating momentum. Every click represents a choice, and your job is to make that choice easy, clear, and enticing.
Our strategies can help you connect with your audience and guide them forward, whether through clarity, personalization, incentives, action-packed language, or simplicity.
Now it’s your turn. Review your CTAs, test new ideas, and don’t underestimate the power of small changes. After all, even a few words can make all the difference between hesitation and action.
Author Bio
Natasha Lane is a content marketer and one hell of a geek. She's been working with individual clients and companies of all sizes for more than a decade. Natasha specializes in crafting compelling content about design, branding, digital marketing, and business growth. She's happily addicted to art in all its forms and grilled tofu.
