Use action plus outcome
Phrases such as 'Get the checklist' or 'Start the trial' are more descriptive than a generic 'Submit'.
Keep the primary action consistent
Changing CTA language and destination repeatedly can make the page feel like it has several goals.
Design for visibility
Use clear contrast, adequate size and sufficient spacing—especially on mobile.
Test important CTA changes
CTA wording can be a useful experiment when the underlying offer and traffic are stable enough to measure.