Lead to the button with benefits
Drive more leads by offering your unique selling point. When a customer clicks on your CTA button, they should know why it will benefit them. Start with a confident headline on the page that conveys a key value you offer, and support it with a subhead that explains it. Follow with clear button copy that encourages users to claim these benefits.
If you’re like everyone else – boring and wordy – you won’t get your customers to pay attention or even to think about clicking your CTA. Add personality, emotions and enthusiasm to help draw in customers.
The complete post is a useful reminder as to what is important, but I cherrypicked an obvious one: lead to the button with benefits.