One important thing about "Learn more" buttons you need to know

Do you have "Learn more" CTA buttons on your website? Can you do better? 🤔 Yes. No. Maybe. Here's when to use (and when not to use) "Learn more" button copy. “Learn more” CTA button copy has a bad reputation. And it’s partially justified. Often, it’s not much better than equally vague CTA copy “click here.” Click here why? Learn more about what? 🤷#wedontknow Indeed, in many cases “Learn more” isn’t specific enough because your visitors may have forgotten what they'll be learning more about by now, which will significantly lower their motivation to click on that button. BUT! There is one scenario when “Learn more” is the best CTA you can have: When it’s really close to a prominent phrase saying what your visitors will learn more about, and there cannot possibly be a confusion what “Learn more” actually means. For example, when you list your services. Because what would you put their otherwise? You could put “View packages” if you have any, but if you don’t? “Learn more about my copywriting services”? The button is literally an inch away from a huge “Copywriting Services” heading. You don’t need to repeat yourself. Plus, your 6-word long button won’t look pretty on mobile or as soon as you have two services displayed in two columns. Generally speaking, the best practices for the CTA copy are as follows: - specific phrasing - that sets clear expectations and fulfills them, - that is substantial enough to stand alone - while remaining as succinct as possible. When your “Learn more” CTA button is close enough to a phrase that makes it clear what your prospects will learn about, it is: ✔️ Specific (learn more about that thing you see in bold literally two lines away) ✔️ Sets and fulfills the expectations (if you click on it, you’ll get more information and learn more about something) and even mirrors your prospects’ own words, who think “I want to learn more about her copywriting services” ✔️ Succinct (just 2 words!) ✔️ And although in theory, “Learn more” is not substantial enough to stand alone, in practice, it doesn’t have to be when it’s not standing along but next to a prominent phrase clearly stating what your prospects going to learn about. Bottom line: If you can keep it succinct, always choose more specific CTA copy (“View packages” over “Learn more”). But if the context is clear and impossible to miss, “Learn more” is a valid and effective option. [Summary] This would be all from me for the week. I'm off to an open-air swimming pool to enjoy the last hot days 🌊⛱️😎 Wishing you a great weekend, Gill [Website review](=.JJ_Irqetie8aN953RY8E6cfvcizXi7g89U5r_AnYCbU) | [Copywriting](=.NtFT3vahPCIrvMZsimS5JTv3U7v9p6bIgJZ4s90EJJQ) | [📙 My book](=.P_hYNNxYVyO6IqnImLLgMiBiot78Bdz-2GculA1PBHs) | [🖥️ My course](=.WkBwSTYkaZcMPLYht-HzWqpL3ghAMUF67pS7sUdfkWs) P.S. This email may contain typos, and I'm fine with them because cloning humans is, unfortunately, still impossible. Spending more time proofreading my emails would mean I'll have to share fewer tips with you. And sharing more and better tips is more important to me than sharing tips that are grammatically perfect. I hope that's fine with you, too. [Gill Andrews] [gillandrews.com](=.1L9uFlPsyTil6yxeggznRJO6Ah_gTp6Xdp_FscnRkjs) [Share to Facebook](=.0-VaXA2m1UCPewBzfkmzItT2-qwdcCN8_ODUwUTrsqs) [Share to Facebook](=.17mOkpTyvpRNWaTj2JnPpgOvks1WZ472PvqLNDTSa7o) [Share to Twitter](=.jdU03rN8ceq9_X5s-Ry_P3pMss--o7RJ4XzDD9vOgWg) [Share to Twitter](=.YKO-nFR2UYns_Cqs5UCyX_kk38KY6ulG5FyrBsJMOvQ) [Forward email](=.SXZ7FGKcCI6vjd4vpJ0qte58oN52micsKLXDnJSTnIQ) [Forward email](=.W_Kgp27ok_m_DL3EshBx9R7GEyf8MlSkvwNfmCNGkKc) Gill Andrews You received this email because you signed up to my updates. Changed your mind? No problem. Unsubscribe using the link below. [Unsubscribe](=.ABhgZJ869Gkm_C-ik9ZFjF_NPEwCgtAT-UExxVPL75g)