Your landing page button is the difference between a visitor who converts and one who leaves.
If someone lands on your page but doesn't click through, the problem is often not your offer or your copy. It's the button itself. The colour, the placement, the words on it. Small decisions that either guide someone forward or leave them uncertain about what happens next.
Using Vague Button Text That Doesn't Tell Anyone What Happens Next
Your button should say exactly what happens when someone clicks it. Generic text like "Submit" or "Click Here" creates hesitation because it doesn't answer the immediate question: what am I committing to?
Consider a broker running a landing page for first home buyers who want a loan assessment. The page explains the process, the benefits, and includes a short form. The button at the bottom says "Submit". A visitor fills out their name and email, hovers over the button, and pauses. What happens after they submit? Do they get a call immediately? An email? Are they booking a time or just expressing interest?
The same page with a button that says "Book Your Free Assessment" removes that hesitation. The visitor knows exactly what they're agreeing to. The word "free" removes cost concerns. "Book" implies they'll choose a time. "Assessment" clarifies what they're getting. The conversion rate on that page doubled within a week of changing the button text, not because the offer changed, but because the action became clear.
When writing button text, describe the outcome, not the mechanism. "Get Your Loan Options" works better than "Submit Form". "Download the First Home Buyer Guide" is clearer than "Download Now". If your button text could apply to any form on any website, rewrite it to reflect the specific value someone receives when they click.
Hiding Your Button or Using Too Many Buttons on the Same Page
A landing page exists to drive one action. If your visitor has to scroll past three different buttons before deciding which one to click, you've introduced friction that shouldn't exist.
Button placement matters as much as button copy. If your primary call to action sits below the fold, you're relying on every visitor scrolling far enough to see it. Some will. Many won't. A button should appear within the first screen of content, and it should be the only button in that section. If you need to repeat the call to action lower on the page for people who read further, use the exact same button text and styling. Consistency reinforces the action.
In our experience, brokers often add multiple buttons because they're trying to cater to different visitor intents. One button says "Book a Call", another says "Get a Quote", and a third says "Download Our Guide". Each option makes sense in isolation, but together they force the visitor to make a decision they're not equipped to make yet. They don't know which option is right for them, so they choose none.
If your landing page is promoting a specific offer, like a refinance review or a first home buyer consultation, every button on that page should lead to the same place. If you need to offer multiple pathways, you need multiple landing pages. Each page should be built around a single decision, with a single action, reinforced by a single button repeated as needed.
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Choosing Button Colours That Blend Into Your Page Design
Your button needs to stand out, not fit in. If your landing page uses a blue colour scheme and your button is also blue, it disappears into the background. Contrast is what draws the eye and signals where to click.
The most effective button colour isn't about personal preference or brand guidelines. It's about visibility. A button should use a colour that doesn't appear anywhere else on the page in large blocks. If your page background is white and your text is dark grey, a bright button in orange, green, or red will immediately pull focus. If your branding uses softer tones, your button is the one place where a bold colour is not just acceptable but necessary.
Button size also plays a role. A small button, even in a contrasting colour, can still be overlooked, particularly on mobile devices where screen space is limited. Your button should be large enough to tap comfortably without zooming, and it should have enough white space around it that it's not competing with surrounding text or images.
As an example, a broker switched their landing page button from a muted navy to a bold orange. Nothing else on the page changed. The form stayed the same, the headline stayed the same, the layout stayed the same. The button became immediately visible, and the click-through rate increased by 40%. The colour choice didn't make the offer more appealing. It just made the next step obvious.
A well-designed call to action strategy considers not just what the button says, but how it appears in the context of the entire page. If your visitor has to hunt for the button, they won't.
Placing Your Button Before You've Answered the Visitor's Question
A button should appear at the moment someone is ready to act, not before. If your landing page opens with a headline and a button in the first two lines, you're asking for commitment before delivering value.
Your visitor arrived on the page with a question or a problem. Maybe they want to know if they can refinance, or what deposit they need, or whether you work with self-employed clients. The page needs to answer that question before asking them to do anything. A button that appears too early gets ignored because the visitor hasn't yet been given a reason to click it.
The structure that converts is: headline that speaks to their situation, two to three sentences that acknowledge their problem and preview the solution, supporting details or proof, and then the button. The button is the conclusion of the argument you've just made, not the opening line.
If your landing page is part of a broader website development or website upgrade project, button placement should be tested and refined based on where visitors actually engage. Heatmaps and scroll depth data will show you where people stop reading and where they start looking for the next step. That's where your button belongs.
When we build high-conversion websites for brokers, button placement is never arbitrary. It's based on the flow of information and the visitor's likely decision-making process. If the page explains a refinance offer, the button appears after the key benefits and the simple overview of what happens next. If the page includes social proof or a testimonial, the button might sit immediately below that, because credibility often triggers action.
Your button should feel like the natural next step, not an interruption.
Writing Button Text That Focuses on You Instead of the Visitor
Buttons that start with "I" or "My" perform better than buttons that start with "Get" or "Download", but only when the text still describes a clear outcome. The shift from "Get Your Free Assessment" to "I Want My Free Assessment" makes the action feel like a choice the visitor is making, not something being done to them.
That said, the focus should always remain on what the visitor receives. "I Want My Loan Options" works because it's still benefit-driven. "Submit My Details" doesn't, because it describes the mechanism, not the result. The best button text combines a first-person frame with a specific outcome.
If you're building a new landing page or refining an existing one as part of broader lead generation work, test your button text with a simple question: does this button tell someone exactly what they'll get when they click it? If the answer is no, rewrite it.
Buttons are not decorative. They're the final step in a persuasive sequence, and if they fail, everything above them fails too. A landing page with great copy and a weak button will underperform a landing page with average copy and a strong button, because the button is where conversion actually happens.
Call one of our team or book an appointment at a time that works for you to discuss how your landing pages and buttons are performing, and what small changes could improve your results.
Frequently Asked Questions
What should a landing page button say?
A landing page button should describe exactly what happens when someone clicks it, using specific language that reflects the outcome rather than the action. For example, 'Book Your Free Assessment' is clearer than 'Submit' because it tells the visitor what they're committing to.
How many buttons should a landing page have?
A landing page should focus on one primary call to action, with the same button repeated as needed throughout the page. Multiple different buttons create confusion and reduce conversions because visitors don't know which option is right for them.
What colour should my landing page button be?
Your button should use a colour that contrasts sharply with the rest of your page design, making it immediately visible. The best colour isn't about branding preferences but about creating enough contrast that the button draws the eye and signals where to click.
Where should the button be placed on a landing page?
The button should appear after you've answered the visitor's main question or concern, not before. It typically works best after your headline, supporting details, and any proof or credibility elements, positioned at the natural point where someone is ready to take the next step.
Should landing page buttons use first-person language?
Buttons that use first-person language like 'I Want My Free Assessment' often perform better than third-person options because they frame the action as a choice the visitor is making. However, the text must still focus on the outcome the visitor receives, not just the mechanism of submitting information.
