Be clear and specific in your CTA

Generic CTA’s like “Buy now”, “Download” or “Sign Up” are usually not the most effective way to write a CTA. Sometimes there’s no way around it, but if you can, it’s usually a good idea to be more specific and direct in your wording. Specifically, it helps to highlight the main benefit the reader will get by clicking on the button.

Take signing up for a newsletter for example. Many people have mixed experiences with newsletters, so a simple “Sign Up” may not do the trick. Instead, highlight the benefit by writing something like “Receive Weekly Design Inspiration”. Now people are focused on the benefit and thus are more tempted to click.