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A button means ‘do something’

Everyone who has studied website interaction knows that buttons are the best way to get a response from the web page viewer. It’s in the DNA of the web experience. A button means ‘do something’.

And yet many business-to-business websites seem to think that somehow buttons aren’t appropriate, almost as if they’re beneath them. Their calls to action are almost apologetic. Want people to view a brochure or data sheet? Use a button. Want people to move on to the next page? Use a button.

On mobile devices, buttons are even more important. They’re more legible than a link, and easier to hit.

Take a look at your product pages. You have got a call to action at the end of each one, haven’t you? If so, is it a button?