Call-to-action verbs

Use the following verbs for instructions, buttons, links and menu items. When necessary, it's fine to use alternatives.

Prefer	Rather than	Notes
add	create, save	When adding something that already exists (e.g. adding an app)
choose	pick, select	When choosing an option based on the user’s preference or desired outcome (e.g. choosing how to attribute engagements)
clear	deselect, uncheck, unmark	When clearing a selection from a check box or list, or clearing information entered in a field or form
close	exit, quit	When closing an interactive UI element (e.g. a sliding panel, modal etc.), process or app
copy	cut, duplicate	When copying something to a clipboard
create	add, save	When creating something new that doesn't already exist (e.g. creating a link URL)
delete	remove, destroy	When permanently destroying something (e.g. deleting an account)
duplicate	copy, clone	When creating an exact copy of something to reuse (e.g. duplicating a link)
edit	modify, change	When making a change to an existing item
enter	input, type, write	When typing or otherwise inserting information in the UI (e.g. in a field)
go to	visit, open	When going to a particular place in the UI or a new webpage
hide	remove, close	When hiding an item or component in the UI so it can't be seen
install	set up, download	When adding apps, hardware or drives
log in / log in to	log on, sign in, sign on, log into	When logging in to an app
log out	log off, sign out, sign off	When logging out of an app
move to	scroll, navigate, locate	When scrolling the page
next	forward	When clicking forward in a multi-step process such as a wizard or guide
OK	close	when there's only one CTA for user acknowledging an information modal
paste	add	When pasting text from a clipboard
previous	back	When clicking back in a multi-step process such as a wizard or guide
remove	delete	When removing an item from its current position (e.g. removing a permission from a profile doesn’t delete the permission)
save	submit	When saving changes to an existing item
select	click, pick, choose	When instructing the user to select a specific item (e.g. selecting a button, a checkbox, a menu item, or a value from a list) Always avoid ‘click’ as clicks are something we measure.
set up	configure, install	When preparing products or features for initial use
show	display, reveal, surface	When revealing a hidden item or component in the UI
sign up	register, apply	When signing up for something new (e.g. a free trial)
turn off	disable	When disabling an option
turn on	enable	When enabling an option
uninstall	remove, delete	When removing apps, hardware or drives from a device