If your landing page’s primary purpose is lead generation, then it’s likely you have a form on your page asking for user information, such as a name and contact information. Unfortunately, most people don’t give a second thought to the most crucial aspect of the form—the submit button.
The default value for a form button is the word “Submit.” Just because it’s the default value and in common use doesn’t mean it’s a good choice for you.
“Submit” is a passive call-to-action and doesn’t speak strongly as a conversion button. In fact, when using the word “Submit” on a form button, you are more likely to have lower conversion rates than if you uses a stronger action word or phrase.
Last year, HubSpot polled 40,000 landing pages and discovered that those with “Submit” as their button value had a significantly lower conversion rate than pages with stronger language.
Need some help thinking of stronger calls-to-action than submit? Try one of these five:
"Request more information"
A very common call-to-action, but ideal for companies that have information packets to send to prospective clients or protocol to contact hot leads.
"Schedule a free consultation"
Very common call-to-action for companies offering services. Generally, these consultations are merely a sales pitch meeting with a prospective client, but when you frame it as a “free consultation,” you are offering a better value-incentive.
"Get a Free Quote"
Perfect for companies offering products without set prices, such as wholesale or bulk items. Instead of displaying a set price on your landing page, you ask prospective customers to specify the quantity, their location, and other specifics and adjust your price to their needs.
"RSVP to Our Event"
Event-based landing pages are definitely under-used; if you’re given the opportunity to create a landing page for an upcoming page, asking people to RSVP is one great way to capture leads for future promotions or events.
"Download White Paper"
If you’re selling your expertise and experience, consider writing a short white paper detailing a specific area of interest in your industry. Furthermore, capture leads before you allow people to download your paper.