The words you use on buttons can have an outsized impact on the effectiveness of your website. Button language is an easy variable to test, so try a few different approaches and see what works best for you. 

Here are five strategies you can employ to create more clickable buttons.

1. Use active language

Start your button text with verbs to encourage action, such as: Sign up, Subscribe, and Join us

Pro tip: Don’t waste precious space on the button with the throwaway words, Click here.


2. Inspire a sense of adventure

Words and phrases such as Find out how, Discover, and Explore entice visitors to continue a journey on your website. 


3. Convey a benefit 

What’s in it for your visitor? Try using longer buttons that more fully communicate the benefit.

Examples: Get promoted when you…, Turn heads with the…, Lose five pounds by…, etc.


4. Express scarcity 

Limited availability encourages urgent action. If your offer is date-based, you could use a countdown clock to show that time is running out. A similar tactic is possible with declining product inventory levels (e.g., Only 3 in stock!). Even words such as Claim your… can imply scarcity.  

💡 WEBSITE INSIGHT: If you provide a service, remember that you have limited time and cannot possibly accept every project. Even if you have available capacity, it doesn’t hurt to imply scarcity. On your website, consider language such as Reserve my spot or Apply now.


5. Minimize risk 

People are more likely to click a button that doesn’t require immediate purchase or won’t result in a sales call. Try it free now, learn more, and join free for a month are all calls-to-action that make it easy to click. 

If you offer a free trial, keep in mind that adding the phrase no credit card required encourages more clicks.