Friction words are words that describe things people have to do—not things people want to do. They cause cognitive friction (e.g. buy, invest, request, submit). [1][2] Copywriting that converts is focused on what people want to do. (e.g. get, find, discover, view).
References
- How to Find and Eliminate “Friction Words” in Your Web Copy, copyhackers.com
- Why Your “Read More” CTA May Be A Conversion Killer, impactbnd.com