How to write button copy: what to say instead of 'Submit'

The button is the part of a page that deserves the most thought and usually gets the least. The label is normally left at the default: "Submit", "Click here", "More".

Say what the button does

A visitor wants to know what happens before pressing. "Submit" says nothing.

• "Submit" → "Request a Quote"
• "Click here" → "See Prices"
• "More" → "Read the full article"

Try the first person

Instead of "Get your quote", try "Get my quote". Reading their own sentence, the visitor takes ownership of the action. It doesn't always work, but it's worth testing.

Add words that reduce risk

Hesitation usually comes from "what if they keep calling me afterwards". A small note under the button:

"Free · No obligation · Reply within one business day"

Those three phrases meaningfully raise the click rate on the same button.

One primary button per page

Put two buttons of equal weight and the visitor can't decide, so picks neither. Make one solid and coloured (the main action) and the other outlined and quiet (secondary).

Size and placement

• The touch target should be at least 44×44 pixels. Smaller and thumbs miss it.
• On mobile the main button should sit in the lower half of the screen; that's where the thumb reaches comfortably.
• On long pages, repeat the button a few times. The moment a visitor is convinced they look for the nearest button; they shouldn't have to scroll back up.

What to avoid

Misleading labels. Writing "Try Free" and then asking for card details loses that visitor permanently.

Manufactured urgency. "ONLY 2 HOURS LEFT!" costs you trust if it isn't true. Get caught once and it's hard to recover.

Vague verbs. "Discover", "Start", "Next" — all of them hide what happens.

A quick test

Read each button on your site on its own, without the surrounding text. If it's clear what happens, it's good. If not, rewrite it.

• #conversion
• #design
• #buttons