Call to action button examples: 40 wordings by business type, and where to put the button

The call to action button is the point where a visitor turns into an enquiry, or disappears. And yet, on most of the sites we come across, the button was written in a hurry: "Submit", "Continue", "Contact us". This article gives you 40 button wordings, organised by type of business and by the action you want the visitor to take. We explain when to address everyone and when to let the visitor speak in the first person, what to write on the line underneath the button, and where to place it on mobile. At the end we show how to measure, in GA4, which wording actually brings in enquiries.

What a call to action button is, and what makes one good

A call to action button (CTA) is a button or link that asks the visitor for one step: to call, to message on WhatsApp, to leave their details or to buy. In our experience, a good button follows three rules:

1. It says what happens after the click. "Get a quote on WhatsApp" explains both the outcome and the channel. "Submit" describes nothing but a technical action.
2. It matches the stage the visitor is at. Someone who arrived from an ad about an emergency plumber is ready to dial. Someone reading an article about renovation prices, on the other hand, is still doing research, so "See what your renovation will cost" suits them better than "Order now".
3. There is one primary button per screen. A second button can appear, but with a weaker design: an outline with no fill, or a text link.

Why the third rule matters, and how it fits with the rest of the changes that lift conversions, we set out in our conversion optimisation checklist. Here we focus on the words, the placement and the measurement.

Plural imperative, masculine singular or first person: a decision that only exists in Hebrew

In English, "Get a quote" speaks to everyone. In Hebrew every verb has to choose a gender and a number, which leaves four main options:

Our recommendation: pick one form for the whole site, and do not mix a plural קבלו in the headline with a masculine singular הזמן on the button. The first person works especially well on a form's submit button, because it sums up what the visitor just asked for. A verbal noun, the equivalent of "Add to cart", suits small buttons.

Arrow direction. If you add an arrow to a button, in Hebrew it points left. According to Apple's guidelines for right-to-left interfaces, in an RTL interface a "back" button points right, and "next" and "previous" buttons are flipped. In other words, a right-pointing arrow on a "Continue" button may read to an Israeli visitor as "back".

40 call to action button wordings, by business type and goal

The wordings here are examples of how to write, not formulas that have been "proven" to work for everyone. Take what fits your audience, and measure it (we explain how further down).

By type of business:

By the action you want:

Two notes. First, in fields such as law and medicine, avoid any wording that promises an outcome. Second, a floating WhatsApp button is a subject of its own, with its link and its pre-filled message, and we set it out in our guide to the WhatsApp button on your website.

The microcopy under the button: one line that removes a worry

Microcopy is the small text beside the button. Its job is to answer the worry that stops the click: what this will cost, what happens to my phone number, and when someone will get back to me. Examples:

• Next to "Get a quote": No commitment. We come back to you during business hours.
• Next to a short form: Takes less than a minute.
• Next to "Checkout": The final price, shipping included, is shown before you pay.
• Next to "Book an appointment": You can move or cancel up to a day before.

The important rule: write only what is true. "We will get back to you within 5 minutes" sounds excellent, right up until a lead comes in on a Friday evening and nobody answers. A promise like that creates a disappointed customer before the first conversation has even happened. The same goes for "you can cancel": if that is not your cancellation policy, do not write it.

Where to put a call to action button, and at what size

In the first screen on mobile, and again down the page. The visitor should see the button without scrolling. On top of that, on a long page, repeat the button after every section that persuades: after the testimonials, after the prices and at the end of the page. Someone convinced halfway down should not have to scroll back up.

A fixed bar at the bottom of the screen. On mobile service pages, a bar with a call option and WhatsApp works well in our experience. Make sure it does not cover the form's submit button, or the accessibility menu button that sits in the corner on so many Israeli sites.

Size. Under WCAG 2.2 success criterion 2.5.8 at level AA, as summarised by MDN, the tap area should be at least 24 by 24 pixels, with a few exceptions. That is the minimum. Google's web.dev, by contrast, recommends a tap area of around 48 pixels, roughly 9 mm, and a gap of around 8 pixels between buttons. For a primary button on mobile, aim for that.

Contrast. The text has to be readable against the button's colour. What Israeli law requires of a website, contrast included, we set out in our website accessibility guide. And how the button fits into the structure of a whole page you will find in our guide to building a landing page.

How to measure which wording works

A wording is judged by numbers, not by personal taste. Three ways, from the simplest to the most precise:

1. Form submissions by button text. According to Google Analytics' documentation, when enhanced measurement is on, the form_submit event is sent with the form_submit_text parameter — that is, the text of the submit button. To see it in your reports you need to register it as a custom dimension.
2. Clicks on call and WhatsApp. Each of those buttons should fire its own event. How to set them up as conversions we explained in our conversion tracking guide.
3. Comparing wordings. Change one thing, and compare two weeks against two weeks with the same campaigns running. When a proper test is worth running, and what to do when you do not have enough visitors, we set out in our guide to A/B testing on a small website.

And what do you measure? Enquiries, not just clicks. A "Get our price list on WhatsApp" button can bring in more clicks, and also more people who only want the cheapest price. So once a month, cross-check against what actually closed.

Mistakes that keep coming up:

• Mistake #1: a technical word instead of an outcome. "Submit", "Continue" and "Send" tell the visitor nothing about what they get.
• Mistake #2: two equal buttons side by side. "Contact us" and "Get a quote" at the same size and colour force the visitor to choose.
• Mistake #3: a button that is an icon only. A screen reader needs a text name in order to read it out.
• Mistake #4: a promise the business does not keep. "Instant reply" with nobody there to answer.

What Simple Web does about it

Simple Web is an AI-first marketing agency from Bnei Brak, certified Meta partners and Google advertising experts, working with 200+ businesses and holding 28 five-star Google reviews. The landing pages we build follow the principle in this article: one message, one action and a short form, usually a name and a phone number. They are built mobile-first, with pixels and conversion tracking connected, a heatmap and the groundwork for A/B testing. That is how you see which button brings in enquiries, and not just clicks. A landing page is usually ready within 5–7 working days, and the price is quoted according to scope. On a brand website, writing the content is part of the job, and accessibility is built to Israeli law. It all starts with a free diagnostic call.

Summary

A good call to action button says what will happen after the click, addresses the whole audience in Hebrew, and appears exactly where the visitor became convinced. Choose one form of address for the entire site, and add a line of microcopy that answers the main worry. Keep the tap area comfortable for a finger, and measure enquiries rather than clicks alone. Want us to go through the buttons on your site or landing page with you? Book a free diagnostic call.

Sources

• MDN: Understanding WCAG, Operable — success criterion 2.5.8 at level AA: a tap area of at least 24 by 24 pixels, and the exceptions
• web.dev: Accessible tap targets — the recommendation of a tap area of around 48 pixels (roughly 9 mm) and a gap of around 8 pixels
• Apple Human Interface Guidelines: Right to left — flipping navigation buttons and arrows in a right-to-left interface
• Google Analytics Help: Enhanced measurement events — the form_submit event and the form_submit_text parameter