Calls to Action
What should my button actually say?
Name what they get, not what they do. Nobody wants to submit, register, or learn more. They want the audit, the plan, the demo, the price. Write the button as the first half of a sentence starting with I want, and see if it still sounds like something a person would want.
Next moves
- Name the outcome on the button, not the action. Not Submit. What they get.
- Reduce what you ask for at the first step. Trade depth for entry.
- Say what happens next. Uncertainty is friction.
Bring your current CTA and the step after it. Most of the leak lives in that handoff.