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.