We flagged this as mistake #6 in SaaS pricing page mistakes: every button says "Get Started," and it tells the visitor nothing about what happens next. This is that mistake's full fix — a system for writing CTA copy anywhere on your site, not just the pricing page.
State the Action, Not the Enthusiasm
"Get Started," "Learn More," and "Sign Up Now" describe how you feel about your product, not what the visitor is about to do. A button's copy should answer one question: what literally happens when I click this?
❌ Get Started ✅ Start free trial ✅ Book a 15-minute demo ✅ See pricing
The test: Cover the rest of the page. Read only the button. Could a stranger correctly guess what happens next? If not, rewrite it.
State the Commitment Level
Vague CTAs create hidden risk — the visitor doesn't know if clicking means "give my email" or "enter a credit card and get billed." Naming the commitment removes the hesitation before it forms.
❌ Start Now ✅ Start free — no credit card required ✅ Try it free for 14 days ✅ Talk to sales (no commitment)
Where this matters most: Any button above the fold, where trust hasn't been built yet. A visitor who isn't sure what they're agreeing to won't click to find out — they'll leave instead.
Match the CTA to the Funnel Stage
The same CTA copy on every page ignores that a first-time visitor and a returning, comparison-shopping visitor need different levels of commitment.
Top of funnel (blog post, ad landing page): Low commitment. "See how it works," "Read the guide," "Try the free tool."
Middle of funnel (features page, comparison page): Medium commitment. "Start free trial," "Compare plans."
Bottom of funnel (pricing page, demo page): Explicit commitment. "Start free — no card required," "Book a call with sales."
Tip
If your blog posts and your pricing page use the same CTA copy, you're asking someone still evaluating whether you're relevant to commit at the same level as someone who's already decided to buy.
Differentiate Primary and Secondary CTAs
When a section has two buttons, identical weight creates decision paralysis instead of guiding the visitor. The secondary CTA should read as clearly lower-commitment, which makes the primary feel like the easy default.
Primary: Start free trial → Secondary: Watch a 2-minute demo
Don't write two equally-weighted asks like "Start Free Trial" and "Get a Demo" side by side with no differentiation — that forces a real decision where you wanted an easy yes.
Write the Outcome When You Can Fit It
Where space allows, an outcome-framed CTA outperforms an action-framed one, because it answers "why should I" instead of just "what happens."
Action-framed: Start free trial Outcome-framed: Start shipping faster — free for 14 days
Outcome framing works best on high-intent pages (pricing, feature pages) where the visitor already understands the category and just needs the final push.
Free Tool
✍️ Landing Page Headline Grader
Paste your headline and subheadline. Get scored against the same value-vs-feature framework used across our copywriting guides, with buzzwords flagged.
A Swipe File by Stage
- No commitment: "See how it works," "Read the guide," "Browse examples"
- Low commitment: "Start free — no card required," "Try it free for 14 days"
- Medium commitment: "Start free trial," "Compare plans"
- High commitment / sales-assisted: "Book a 15-minute demo," "Talk to sales"
Pull the CTA copy through the same lens as your headlines — the landing page copywriting frameworks guide covers the surrounding copy; this is the last three words the visitor reads before deciding.