5 Don’ts for Choosing the Right Call-to-Action Words

by Gael Breton on March 15, 2013


Don’t just tell it, ask it!

For online marketers, choosing the right call-to-action words (which are highly converting) is quite tricky. Though it’s important to include appropriate images and pick good locations, you can never maximize the click-through rate of your call-to-action without paying serious attention to words. You might have come across different types or variations of call-to-action words, each of which gets a different response.

Here are some of the most used call-to-action words –

Download Free Trial, Buy Today, Offer Ends Soon, Get Instant Access Now, Instant Demo, Request a Quote, Free Sample, Make Money Now, Join Now, Talk to an Expert, Get Started Today, Start Your Trial, Schedule an Appointment Now, Add Your Company, Try Firefox 3, Send My Free Report etc.

There are so many more.

But how do you choose the best words for your own call-to-action? Whether it’s a landing page, an opt-in form or the call to purchase a product or service, words can make a huge impact. Even if everything else is in complete order, the wrong choice of words can throw water on all your efforts.

If you are struggling to choose the right words for your call-to-action buttons, given below are some important guidelines.

#1. Don’t Be Irrelevant
Relevance is one of the most important things that you should focus on while creating an effective call-to-action. According to a recent test conducted by Unbounce (an internet marketing company), the words ‘Read Full Essay Now’ increased the rate of conversion by around 34%, as compared to the words ‘Get Instant Access Now’. People were actually reading an essay, and they wanted to read more of it. That’s why the words ‘Read Full Essay Now’ made a better impact.

#2. Don’t Just Tell It, Ask It
Many times, the words or text you use in your call-to-action button won’t work simply because it’s only telling something, not asking. When you are not telling something, it doesn’t create urgency. But when you are asking something, the visitors will be more likely to take action.

#3. Don’t Scare
A wrong choice of call-to-action words may also scare visitors away. It’s vital to closely analyze the impact the words or text you choose. If your call-to-action words demand a commitment, it will be less likely to be clicked on. According to a split testing conducted by Cabot Heritage Corporation, replacing the words ‘Start My Free Subscription’ with ‘Send My Free Report’ resulted in a much higher conversion rate. It’s only because the previous text requires more commitment, which easily scares visitors away.

#4. Don’t Ignore Powerful Verbs
The whole purpose of your creating a call-to-action is to encourage visitors to take a specific action. Using extremely powerful action verbs makes your job a lot easier. Some best examples of these powerful verbs include Discover, Download, Learn, Examine, Explore, Uncover, Reserve, Request etc. By combining a powerful action verb with the rest of your message, you’ll be able to create a call-to-action with a higher click-through rate.

#5. Don’t Be Too Technical
While creating the text for your call-to-action button, it’s also important to steer clear of very technical words or industry jargon. The more technical your selected words are, the less appealing your call-to-action becomes. Always remember to choose those words or phrases that are more practical and easy to understand for a global audience.

Have you chosen the right words for your call-to-action? Please let me know in comments below.

This post was written by...

– who has written 4 posts on Hello Bloggerz.

Gael Breton is the director of SEO over at Higherclick.com, an agency that provides both consultancy and a quality guest posting service. He lives in Budapest and when he's not trying out some new crazy SEO theory, he enjoys traveling around Europe and hanging out in some new place with his friends and his girlfriend. if you want to get in touch, you can find him on Twitter at @gaelbreton.

{ 2 comments… read them below or add one }

Corina Ramos March 15, 2013 at 3:10 pm

Hello Gael,

You’ve given your readers who may be searching for ideas to change the verbiage in their call to action.

I know I took something from this post :) Enjoy your day.


Gael March 15, 2013 at 5:58 pm

Glad you liked the post, Corina. Thanks for your visit.


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