// guide
Landing page CTA examples that convert
After the hero, the CTA is the element we dock the most points for. Most buttons say nothing about what happens next, so the one action that matters reads like a form field. Here's how to fix it.
The labels to avoid
Generic verbs give the visitor no reason to click now and no idea what they'll get. The usual offenders:
- 'Submit' — sounds like effort, promises nothing.
- 'Get started' — started with what, exactly?
- 'Learn more' — pushes the decision down the road.
- 'Sign up' — names your goal, not the visitor's.
A formula that works: action + outcome
A strong CTA names the result the visitor gets. The pattern: a verb + the outcome. 'Get my audit', 'See my score', 'Start saving on shipping', 'Book my free teardown'. The visitor reads the button and knows exactly what's on the other side.
Match it to the page's one goal. If the goal is a signup, the button should describe the first win after signing up, not the act of signing up.
One primary CTA, repeated
Competing buttons dilute the decision. Pick one primary action, give it the strongest visual weight, and repeat that same CTA down the page (after the hero, after proof, at the end) instead of introducing new ones.
Secondary actions ('see how it works') can exist, but they should never look as loud as the main one.
Remove the risk right next to it
A tiny line under the button kills hesitation: 'No card required', 'Free, 20 seconds', 'Cancel anytime'. It answers the objection at the exact moment the visitor is deciding.