The 25 Best Words to Use in Your Call-To-Action Buttons

The words you write on your call-to-action (CTA) button can be the difference between a conversion and a bounce. The button text needs to speak to your target audience and communicate why they should click your button.

Your button text should be as clear and specific as possible to provide rationale for a visitor to complete your offer. It needs to clearly communicate what will happen when they click your button. Think about a typical visitor to your landing page. They’ve stayed on your page long enough to be drawn to your CTA button. But they don’t click, why? Chances are you’re not providing effective enough button copy.

Although your button is small in comparison to the rest of your page it should be able to stand on its own. It should be strong enough where even if a visitor skims your page they’ll know the action they’re taking.

Your call-to-action needs to be “an instruction to the audience to provoke an immediate response.” When you put “submit” on your call-to-action you mask what the action is. You may have an entire page or form to explain what’s going on but when’s the last time you read a page in its entirety? Make your CTA as clear as possible to ensure visitors are clear about their next action.

Okay, lets get started on what words you should be using!

Use a combination of the following 25 words on your call-to-action buttons and your click-through-rates will improve.

Use a verb or action word in your CTA button text

Your call-to-action button is there to encourage visitors to convert. Using a verb helps you tell someone how to get from point A to B. A verb on your button text can provide direction and guidance to your visitors.

1.) Start - It’s a word that implies that once you click-through you’re ready to get going with the product or service. For example, I can see that by signing up for this free trial I can start sending files in minutes. This gets the user excited that they won’t have to wait to start enjoying the product or service. “Sign up for your FREE trial {Start sending files within minutes…}”

2.) Stop - You can help your visitor avoid something negative. Tell them how they can prevent something they don’t want to happen and restart right. “Stop losing leads now”

3.) Build (grow) - You’re ready to help the visitor create something from the ground up. You have the tools available to help them accomplish their goal(s). “Grow your email list today” or “Build a community of followers.”

4.) Join - This word helps to make someone feel like they’re taking action to become a part of something. “Join the fastest growing network of singles”

5.) Learn - We are a naturally curious species and want to gain as much knowledge as possible. If we’re already interested in a product we might need to learn more in order to make an informed decision. For example you could say, “Learn more about [product].” Tell them what they’ll be learning about your product. Don’t leave it vague like “learn more.” You need to tell them what they’re going to get out of it.

6.) Discover - You’re telling a visitor how they’re going to find out how to do something when they click. “Discover how to use {product} now.”

Make your call-to-action negative

When you use a negative call-to-action it can appear more honest. It also provides stopping power as a visitor will have to think about what they’re reading.

How does this work? A negative CTA will play on a visitors’ fears and frustration with their current situation and you’ll be there to solve their problem.

7.) Sick - Sick gives the impression that you’re ill about or fed up with something. “Sick of losing out on profits?” It makes them feel ill about their problem and that your business could be the right solution.

8.) Troubled - This word makes me feel inconvenienced. You’re saying to someone that you understand their problem and want to help them fix it. “Troubled with your payments?”

9.) Worried - Worried gives the impression that someone is feeling uneasy about a situation. They keep replaying something in their head and can’t get the result they want. “Worried about your conversion rate?”

10.) Confused - Do you have information that will help clear up any questions someone might have? Play on their confusion in your area of expertise. “Confused about Facebook contests?”

Make your call-to-action personal

Have your CTA be all about the visitor and what you’re doing for them. When they came to your landing page they were looking to fulfill a need. Make it so that they feel that you’re going to solve their problem with your product or service.

11.) You/Your - This can help make a visitor feel like you care about them and not just about your own business. You want to help them. It personalizes your CTA and gets your visitor to feel like you’re doing something for them. “Grow your profits today”

12.) Me/My - These words, similar to “you/your” help give the visitor the feeling of possession. It makes it so that the visitor is getting what they need. “Get my free ebook now!”

Have your call-to-action communicate value

Words that provide incentive are great to tell visitors why they should be clicking your CTA. Answer the question, “What am I getting out of this?” For example, they may get a bonus offer if they purchase immediately. Or it could be as simple as what underlying desire am I fulfilling by clicking this CTA?

13.) Want - Want is a word used to convey desire. This want is characterized by something that a person is lacking. You can play on the urge to fill this void by using want in your CTA. “Want to get the highest conversion rates?”

14.) Need - A need takes a want and makes it urgent. It makes it more of a requirement and makes something necessary to do, right away. “Need more out of your investments now?” It can also show the visitor that you’re confident in what you have to offer. “The only product you will ever need.”

15.) Free - This word gets more people to convert by lowering barriers to entry. People will feel more willing to try out your product because there is little risk and commitment needed to get started. “Get my free ebook now” Who doesn’t love free content?

16.) Save - It shows the visitor what they’ll be keeping if they choose your business. “Save time by using [my product]” Encourage your visitors to keep something of value rephrasing save in a different way such as, “Start saving for your retirement now.”

17.) [Insert number here] - Okay, I’m cheating a little by not providing a word but I urge you to write a real number if possible. If you’re having a sale say the exact percentage they’ll get off! “20% off all regular priced items.” Or if you’re trying to increase memberships you could say “Join 10,436 other singles in your area.” The trick is to use exact numbers and to not use a number unless it’s significant. If there were only 10 members you wouldn’t want to showcase this information.

18.) Try - This word implies that there’s no commitment. They can test out your product and see if they like it first before committing further. “Try [product] today”

Give a reason in your call-to-action text

Provide visitors with a reason why they should complete your CTA. This study found that when you give people a reason why they need to do something they’re more likely to complete an action.

19.) Why - Why should I do something? “Why” gives the reason, cause or purpose for something happening. It’s giving your call-to-action a “do this because” action. “Why not get the most from your CTA?” It helps the visitor make up their own mind about the question.

20.) Get - A visitor wants to know what they’ll be getting if they click your button. When they get something they’re taking whatever you’re offering. “Get the best coverage on your network”

21.) Find - This word will play into a visitors urge to discover something on their own. People are naturally curious and will want to map out how to do something. “Find out how to increase conversions”

Make your call-to-action convey urgency

Your words should make the visitor compelled to click your CTA button now! Your goal should always involve getting someone to do something right away as opposed to later. You can create this urgency in your call-to-action by adding in time-sensitive words. Don’t let someone think about whether they should complete an action or not - get them to do it now!

22.) Now - This word helps tell the visitor that they should be doing something in the present moment and without further delay. “Shop with us now.” They could shop with you tomorrow or next week but they should be shopping with you now. “Now you can learn all of my secrets.” You’re saying that they haven’t been able to learn your secrets but now they can so they probably should.

23.) Today - You are encouraging the visitor to do something not tomorrow, not a week from now, but today. “Get my free ebook today” tells visitors they’ll take action and receive your offer today.

24.) Before - You can do two things with “before.” You can either encourage someone to get something before time runs out or before everyone else gets it. “Get it before time runs out” or “Experience it before everyone else.”

25.) Ends - This tells the visitor that this is a limited time offer and that they’re going to have to take action before your offer expires. “Sale ends at midnight”


A change in one word can significantly increase conversions. Therefore it’s incredibly important to test out different words to see which ones result in the highest amount of click-throughs.

To ensure you have the best call-to-action button text you need to test which words result in higher conversions. I hope my collection of 25 words has given you a solid starting point for creating effective CTA button text.

Looking for more tips to help increase conversions? Don't miss out on our free ebook, 6 Advanced Tricks to Optimize Landing Page Conversion!

If you have any questions or comments please let me know below.

And if you're curious about how you can use CTAs within contests on social media, check out our article on 25 Sure-Fire Facebook Contest Ideas