Your words · Calls to action
Your buttons don't say what happens next
People are more likely to click when they know what they'll get. 'Submit' or 'Learn more' leaves them guessing.
- Applies to
- every page
- Typical severity
- high
- Effect on conversions
- high
- Effort to fix
- Quick to fix
What to look for
The main call-to-action button says Submit, Learn more, Click here, Get started or Send without saying what the visitor gets.
What good looks like
Primary buttons say what happens: "Get my quote", "Book a 15-minute call", "Start free trial".
How to fix it
Change button wording to name the next step, e.g. 'Get my free quote' or 'Book a call'.
Based on
- Writing-for-the-web research
- Form design research
Related checks
Your wordsNothing near your main button puts people at easeA short reassurance by the button can be what makes someone go ahead and get in touch.Your wordsLinks say 'read more' but not what aboutVague links are harder to skim, and people using screen readers can't tell where each link goes.Easy to usePeople can't see what to do nextPeople ready to get in touch shouldn't have to hunt for how. If they can't see a next step, many will leave.
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