The rule
A button label should describe the outcome, not the action — tell users what they'll get, not what they have to do.
Why it matters
Every button asks a user to commit to something. Vague labels like "Get started" or "Submit" increase hesitation because they don't signal what comes next. Users pause, second-guess, or abandon.
Specific labels remove that hesitation. "Create your account" tells you exactly what the click does. "Send message" closes the loop. The more precisely a label matches the outcome, the lower the cognitive cost of clicking.
Research from NN/G shows that changing "Order information" to "Get information" can lift conversions by nearly 40%, simply by shifting from method to value.
How to apply it
Use the 4 Ss as a checklist for every button label:
- Specific — describes exactly what happens next
- Sincere — honest about the effort or commitment required
- Substantial — gives enough context to act on
- Succinct — no wasted words; lead with the verb
Use device-neutral verbs — "Select," "Enter," "View" — rather than "Click" or "Tap," which exclude users on other input types.
Examples
Before
Get started
After
Create your account
"Get started" implies commitment and effort without saying what you're committing to. "Create your account" is specific and bounded.
Before
Order information
After
Get information
Leads with what the user receives, not what they have to do to get it.
Tensions and exceptions
Longer labels are usually better — but not always. On mobile, space is tight and a four-word label can wrap awkwardly. In those cases, brevity wins over specificity, as long as context makes the action clear from the surrounding UI.
Some patterns. Labels like "Save" on a well-understood form are so established that being more specific adds noise, not clarity.