CTA clarity

The formula: **verb + what they get + qualifier.** | Weak | Why it fails | Strong | | ----------- | ------------------ | ----------------------------- | | Get started | Started on what? | Start syncing free | | Learn more | Passive | See how it works | | Sign up | Describes the form | Create your workspace | | Try it now | No qualifier | Try it free, no card required | | Submit | Bureaucratic | Send my request | | Click here | Never acceptable | Download the guide | ## The outcome test Cover the page. Read only the button. Could it appear on any site unchanged? } /> } /> } /> ## Outcome verbs | Context | Verbs | | -------------- | ----------------------- | | Product entry | Start, Create, Build | | Demos | See, Watch, Preview | | Content offers | Download, Get, Claim | | Calls | Book, Schedule, Reserve | | Completion | Send, Share, Publish | Avoid form mechanics: _Submit, Continue, Proceed, Confirm._ ## Add a qualifier - "Try it" becomes "Try it free." - "Start your trial" becomes "Start your trial, no card required." - "Create your workspace" becomes "Create your workspace in 5 minutes." Best qualifiers: _free, in 5 minutes, no card required, no install, cancel anytime._ ## Primary vs. secondary One primary CTA. Zero or one secondary. The primary dominates visually at a **3:1 ratio**. Watch for verbless CTAs. "Free trial" has no verb. "Start your free trial" gives direction. ## The mismatch trap - Page promise: _Cut your AWS bill in half._ - CTA: _See your savings estimate free._