When creating button copy, I think about:
Accessibility—Write specific descriptions of the action versus general “click here” copy. (And avoid “click” anyway as not everyone is using a mouse or trackpad.)
Value—When possible, leverage button copy to emphasize the value (gained from taking that action).
Brand voice—Ultimately the button copy should be clear, concise, and helpful. Beyond that, I also consider whether there’s an opportunity to highlight brand voice.
User Mindset / Journey—Some CTAs might feel too committal. I try to think about the logical next step for users, instead of skipping right to the company’s preferred action (oftentimes asking people to purchase something) which users might not be ready to do.