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A Motivating Web Call to Action

by Randall Craig on November 22, 2013

Filed in: Blog, Communication, Make It Happen Tipsheet, Marketing

Tagged as: , ,

Have you ever been in a situation where someone has used a word that seemed wrong?  Or maybe out-of-place, suboptimal, or or ill-considered?  Each of these means something slightly different, and each tugs a slightly different emotional chord.  The words we choose have a direct impact on the recipient’s state of mind, and their motivation to act.  In no other place is this more true than on the web – and particularly with information collection forms.

Most forms will ask for basic information (name etc), followed by some demographics or qualifying questions.  When the user clicks Submit, their info is sent to the server.  Think about it: “Submit” – a borg-like term, and a close relative of the unkindly word submission is hardly a positive, encouraging, user-friendly choice.  You WILL submit!

There are other terms (“Go“?) that are far more neutral; but is that the best we can do?  Consider the hierarchy of terms that can be used:

  • Submit:  Highly directive:  more appropriate for government forms than for marketers.
  • Subscribe: Better, but given the negative connotations of spam e-mail, this term is fast losing its luster.
  • Register: This term speaks more positively of choice.  The user is doing something for him or herself.
  • Apply:  A term that rings of exclusivity and selection.  At the end of the application process – and only if your application is accepted, you will get something “good”.

This week’s action plan:  Each information collection form on your website is an offer for engagement.  This week, double-check your wording and make sure that it is inviting.

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

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Randall has been advising on Digital Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of eight books, including Digital Transformation for Associations, the Everything Guide to Starting an Online Business, and Social Media for Business. He speaks and advises on Digital Transformation, Digital Trust, and Social Media. More at

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