Choosing successful call-to-action text doesn’t always prove an easy task. Sometimes, translating internal corporate talk into user-friendly and ubiquitous direction can prove difficult. Let’s face it, “Open the Kimono” isn’t gonna work. Or possibly it’s a matter of figuring out what users want and giving it to them as they want. Either way, here are some tips to help you out:

  1. Make it actionable. Start with a verbs, such as “Download,” “Add,” or “Join.” Avoid using terms like “More Information.”
  2. Keep it Short. Whittle your phrase down to the simplest form. Rather than “Apply for a New Account,” try simply, “Apply.”
  3. Connect it to content. Make sure your call-to-action is relevant to the page, product or service being offered. If you’re discussing a downloadable resources, such as PDF, start with “Download.” Using something like “Apply” wouldn’t make sense.
  4. When possible, reduce risk by providing value. Example, saying something like “Save $150” could reduce the risk of action by offering the value to the user.
  5. Be consistent. Once you’ve dialed in on language that works for your site, stick with it.