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Playbooks / Call to action playbook / Combine header with a button to increase clarity

Combine header with a button to increase clarity

Combine header with a button to increase clarity

Our attention span as humans is short, so don’t fear repeating your key message throughout your page.

That is especially true for call-to-action buttons.

Directly above your call-to-action (CTA) button is a great place place to remind readers why they’re on a page or place a message that lowers friction toward the action. A header directly above a button can also reassure as to what the button will do.

In an web shop, adding a text saying “Purchase today for free shipping” above the “Buy now” will help lower friction. On a SaaS product landing page, “First month is free” just before the “Start trial” button can also be effective.

Choosing your words carefully

Depending on what you want to achieve, you will want to consider your choice of words.

Words and phrases that induce a feeling of safety and trust Anonymous, Authentic, Backed, Best-selling, Cancel Anytime, Certified, Endorsed, Guaranteed, Ironclad, Lifetime, Moneyback, No Obligation, No Questions Asked, No Risk, No Strings Attached, Official, Privacy, Protected, Proven, Recession-proof, Refund, Research, Results, Secure, Tested, Try before You Buy, Verify, Unconditional

Words and phrases that induce a feeling of being empowered Improve, Trust, Immediately, Discover, Profit, Learn, Know, Understand, Powerful, Best, Win, Hot Special, More, Bonus, Exclusive, Extra, You, Free, Health, Guarantee, New, Proven, Safety, Money, Now, Today, Results, Protect, Help, Easy, Amazing, Latest, Extraordinary, How to, Worst, Ultimate, Hot, First, Big, Anniversary, Premiere, Basic, Complete, Save, Plus!, Create

Words and phrases that induce a feeling of exclusivity Members only, Login required, Class full, Membership now closed, Ask for an invitation, Apply to be one of our beta testers, Exclusive offers, Become an insider, Be one of the few, Get it before everybody else, Be the first to hear about it, Only available to subscribers,

Write concise button copy for high-ratio of ideas to words »

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