Refine By

Make your verbs strong. Mix them up. Avoid the clichéd, the unnecessarily clever, and the obscure.

Read every sentence to yourself, especially those with multiple verbs. If you’re confused about which verb belongs to which noun, the user will be too.

Calls to action (CTAs) typically benefit from sentences beginning with a verb. Encourage the reader to imagine taking the action. Beware, though: overuse may render this technique dull and transparent at best, jarring and desperate at worst. CTA buttons will typically be a single verb.


Avoid: Let expansive Gulf Coast views take your breath away while savoring succulent steaks.
Try: Savor a juicy steak and admire the breathtaking Gulf Coast view.

See also