CTA clarity
Why most buttons say the wrong thing
The formula: verb + what they get + qualifier.
| Weak | Why it fails | Strong |
|---|---|---|
| Get started | Started on what? | Start syncing free |
| Learn more | Passive | See how it works |
| Sign up | Describes the form | Create your workspace |
| Try it now | No qualifier | Try it free, no card required |
| Submit | Bureaucratic | Send my request |
| Click here | Never acceptable | Download the guide |
The outcome test
Cover the page. Read only the button. Could it appear on any site unchanged?
Outcome verbs
| Context | Verbs |
|---|---|
| Product entry | Start, Create, Build |
| Demos | See, Watch, Preview |
| Content offers | Download, Get, Claim |
| Calls | Book, Schedule, Reserve |
| Completion | Send, Share, Publish |
Avoid form mechanics: Submit, Continue, Proceed, Confirm.
Add a qualifier
- "Try it" becomes "Try it free."
- "Start your trial" becomes "Start your trial, no card required."
- "Create your workspace" becomes "Create your workspace in 5 minutes."
Best qualifiers: free, in 5 minutes, no card required, no install, cancel anytime.
Primary vs. secondary
One primary CTA. Zero or one secondary. The primary dominates visually at a 3:1 ratio.
Watch for verbless CTAs. "Free trial" has no verb. "Start your free trial" gives direction.
The mismatch trap
- Page promise: Cut your AWS bill in half.
- CTA: See your savings estimate free.