Call-to-Action (CTA) Buttons & Text Links
Copy in CTA buttons is always title case. Keep these to two to three words.
In-line links can be longer, but try to keep them as short as possible. If it’s an in-line link within body copy, capitalize and punctuate appropriately. If it’s an in-line link at the end of a section of body copy, use sentence case without end punctuation. (In Marketing, we also sometimes emphasize in-line link CTAs by having them on their own line after the rest of the copy — these are also formatted in sentence case without end punctuation.)
- Make sure your CTA flows naturally from the other content on the page. If you asked a question in the title, the CTA should answer that question.
- Create an expectation for what will happen next or where they’ll be taken. It’s better to be specific than misleading or vague.
- If you’re linking something in body copy, link the phrase itself instead of relying on general location words, like “here” or “there.” It’s better for accessibility.
Still have questions. Check out our FAQs here.
Don’t rely on general location words.
Still have questions? Check out our FAQs.
Do link the phrase itself.
- In general, avoid using personal pronouns like “your” or “my” in CTAs. Instead of “Create Your Account,” just use “Create Account.”
- Stick to our preferred words for CTAs to keep them consistent.