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.

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Don’t rely on general location words.

Still have questions? Check out our FAQs.

Do link the phrase itself.

Last Updated: 26 May 2020 at 3:07pm CDT