Hi {{given_name}},

How many visitors land on your site, see a button that just says "Learn More" or "Submit," and aren't sure what happens if they tap it?

Every vague label makes people stop and guess, and a guess is often all it takes for them to hit the back button instead.

💡 This week's 80/20 rule - Rewrite your links and buttons so the words say where they go or what happens next, like "See our pricing" or "Book a free call," instead of "Click here," "Learn more," or "Submit."

🧠 People decide where to click based on information scent, the clues a link gives about what's on the other side. A label like "Submit" or "Click here" gives almost none, so people slow down, second guess, or leave. And the exact words matter more than you'd think. One word swap on a single button more than doubled clicks for one software company (more on that below).

Clear labels also help people who can't see your page. Many screen reader users move around a page by pulling up a list of every link on it, so a page full of "learn more" links sounds like the same two words over and over. Specific text like "See pricing" works for everyone, and it's easier for skimmers too.

It's like road signs. A sign that says "Downtown 2 miles" gets you there without a second thought, while one that just says "This way" makes you slow down and guess at every turn. Your links and buttons are the signs on your site.

🔧 Veeam – This backup software company noticed that visitors on its product pages wanted prices, but the button only said "Request a quote." It tested the plain words people were looking for, "Request pricing," and the click through rate on that button went from 0.54% to 1.40%, a 161.66% lift.

🧭 Empire Flippers – This online business marketplace had a sign up button that just said "Join Us," which didn't tell visitors what they'd get. It tested "Make Money Flipping Websites," which spells out the payoff, and conversions went from 2.88% to 3.84%, a 33.1% increase.

📈 Aspiration Marketing – This marketing agency tested a vague "Get Started" button against a plain "Contact Us." "Get Started" actually got more clicks, but "Contact Us" brought in about 3x the form submissions per view, 0.77% vs 0.24%. People who clicked knew exactly what came next, so more of them followed through.

Name the action on every button
Swap generic labels like "Submit" or "Get in touch" for words that say what happens, like "Book a free consultation" or "Send my project details." People know what they're getting before they tap.

Write links that make sense on their own
Instead of linking the words "click here," link the words that describe where it goes, like "our pricing" or "past projects." If someone reads only the link, it should still tell them where they're headed.

Swap "read more" for what they'll read
Turn a row of "read more" links into specific ones like "Read the full case study" or "See how the process works." Each label then does the selling for you.

Tell people the next step and the wait
A button that says "Get a quote within 24 hours" beats a bare "Contact us." Naming what happens and when takes the guesswork out of reaching out.

Name the product on the main button
Where it fits, put the item right on the button, like "Add the starter kit to cart." It makes the click feel safe and deliberate.

Label your menu with plain words
Use the real product or category names, not clever in house terms. People click what they understand, so say "Coffee Beans," not "Liquid Gold."

Describe your policy links
Change a bare "Returns" link to "Free 30 day returns" and "Shipping" to "Shipping and delivery times." The label answers the question before the click.

Lead with the benefit at checkout
Use words that name what the shopper gets, like "Start my order" or "Get my discount," instead of a flat "Submit." It tells people what they gain, not what they have to do.

1️⃣ The rule change: Rewrite every link and button so the words say where it goes or what happens next, and retire "click here," "learn more," and "submit."

2️⃣ Why it works: Clear labels give people the confidence to click. Veeam's switch from "Request a quote" to "Request pricing" lifted clicks on that button 161.66%.

3️⃣ The result: More of the right clicks, less hesitation, and a site that's easier for everyone to use.

🔎 For this week's website review, let's look at Salt and Sugar Bakery. Salt and Sugar Bakery is a gourmet cookie bakery in Agoura Hills, California that started as a busy mom's late night baking hobby and now does cookie catering and delivery.

💡 The Good:

A hero photo that makes you hungry
The first big image is an open box of fresh cookies, shot up close. Paired with "Gourmet Cookie Catering and Delivery," you know what they sell and how you get it in about two seconds.

A founder story that feels real
The "Our Story" section tells how the bakery grew out of a mom perfecting her recipes after the kids went to sleep. It gives the site the kind of warmth a big chain can't fake.

A mission that keeps it simple
The mission, "uncomplicated and accessible gourmet desserts" that give you "one less thing to do," is short and speaks right to busy people planning a party or sending a gift.

🔧 Suggestions:

Make the buttons say what happens
This is exactly this week's rule. Under "Our Cookies," the homepage button says "Learn More," but it really takes you to the cookie menu, so "See Our Cookies" would say exactly that. On the contact page, "Submit" could become "Send My Request."

Swap "Quick View" for the next step
On the order page, every cookie box carries a "Quick View" label. Something like "Choose Your Flavors" tells people they're one step from ordering, not just peeking.

Add an "Order Cookies" button to the hero
The hero photo and the "Gourmet Cookie Catering and Delivery" line do a great job, but there's no button there. An "Order Cookies" button right on the photo would turn that first bit of hunger into a click.

See you next time for another simple, high-impact strategy!

The LOGO Editorial Team