Button text that gets clicked: microcopy for your call to action
Why "Submit" and "Click here" get fewer clicks than buttons that say what happens next. Practical rules and examples for button text and the small words around it.
Updated October 1, 2026
A button should say what happens when you click it. "Submit", "Send" and "Click here" describe the mechanics, not the result. "Book my free call" or "See this week's menu" tell visitors exactly what they get. That small difference makes the next step feel smaller and safer.
The short texts on and around buttons, in forms and in error messages are called microcopy. They're easy to overlook, and they're often the last thing a visitor reads before deciding.
Rules for button text
- Describe the result, not the action. "Get my quote" beats "Submit".
- Start with a verb. Book, Get, See, Start, Download.
- Be specific. "Start free trial" beats "Get started" when the visitor wonders what starting means.
- Write from the visitor's side. "Start my trial" and "Start your trial" both work; pick one and use it consistently.
- Keep it short. Two to five words fits on any phone.
Examples
| Instead of | Try |
|---|---|
| Submit | Send my question |
| Click here | See our prices |
| Learn more | How it works |
| Sign up | Create my free account |
| Contact | Book a 15-minute call |
| Buy | Order for tomorrow |
The words around the button
A few words next to the button can remove the doubt that stops people from clicking:
- What it costs: "Free", "No credit card needed"
- What happens next: "We'll call you within one working day"
- How long it takes: "Takes 2 minutes"
- What you won't do: "We never share your email"
Only promise what's true. If a credit card is needed later, don't say it isn't.
One button, one goal
The best button text can't save a screen with four competing buttons. Pick the one action that matters most on the page, and make that the primary call to action. Secondary options can be a quieter link.
Test it
Changing a button text is quick, and a clearer next step can show up in the scores for Would I stay?. Run a campaign, change the text, run another and compare. See how many votes you need to tell a real difference from noise.