The copy that you use in your call-to-action (CTA) is actually more important than the shape, colour and size of the actual button. Shape and colour are important visual cues that help attract prospects’ attention to the placement of the button, but ultimately in that last critical moment, when the prospect has to make up his or her mind, it’s the copy itself that they interact with. A small change in this copy can make a significant impact on your conversion rate. The goal of any CTA is to inspire a click and this is something that marketers need to spend some time in when crafting landing pages.

Your call-to-action represents the tipping point between bounce and conversion. Whenever you ask someone to do anything online, whether its downloading an ebook, filling out form, ordering a product or simply just clicking through to another page, they have to go through your call-to-action in order to do it.

Minor change on CTA copy = Major impact on conversion rates

Personalised CTAs work best – for example changing the word “your” to “my” has a positive influence on conversions. “Download My Free Ebook” gets better conversions that “Download Your Free Ebook”. Likewise “Start My Free Trial.” is better than “Start Your Free Trial”.

Using the word “Get” also has a positive influence on conversions as the word itself tells a prospect that they are actually going to get something after they click. “Get” helps the CTA work in isolation for someone who quickly scans down to see what’s on offer. Here are a few examples of generic calls-to-action to avoid, and a few ideas for alternative copy:

Avoid having buttons that say “Order Your Free eBook,” but instead rather have a button that says “Get Your Free ebook.” The former says what you’re going to get; the latter instructs you to actually get it.

Crafting CTA copy is very simple. The more value and relevance you can convey via your call-to-action copy, the more conversions you are likely going to get. Keep your copy relevant and focused on the benefit of clicking – but do not exaggerate. The CTA should always be action oriented. Create your own CTA by finishing this sentence:

“I want to ______________.” [Get the eBook;; Get free shipping, Book a ride, Make an appointment, Watch the recording etc]

Don’t include “I want to” in the copy – just use it to help you construct a phrase that makes sense.