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.

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Do link the phrase itself.

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