The purpose of a link is to tell a website visitor what they can expect. Writing effective button text is beneficial for both user experience (UX) and search engine optimization (SEO). A well-written button helps a website visitor know what step to take next, called a call-to-action (CTA). Clear language also helps site visitors anticipate where they're going to land once clicking the link--increasing the likelihood they'll click on the button. The clearer, simpler, and more accurate you can be with your button and link labeling, the better.

3 tips for writing button text

• Use a verb whenever possible to suggest the user take an action
• Set expectations by telling what the user will learn, and/or where they will go when clicking the button
  • If you're using a button as navigation on the same page, use text on the button that describes the topic they'll jump to, not "jump down" or "back to top"
• Create a sense of urgency for key CTAs (like "apply now" or "sign up today") where appropriate and where there's room. 
  • NOTE: it's OK to leave off "now" or "today" when there's multiple buttons to avoid redundancy. Creating a good UX should always be the priority.

Button label best practices

• Do not use vague phrases like "click here", "more", or "next". Use "learn more" sparingly and only when the value of clicking the link is clear.
  • The use of "next" at the bottom of a form pager is acceptable.
• If the button is leading to a download or resource, it's OK to use the name of the download on the button (see example) and forgo using a verb. 
  • It's also good practice for accessibility to indicate the file type when linking to a file.
• Use people-first language and avoid using language that implies the need for any kind of physical ability, like "see" or "hear". Instead say "