Definition
A call to action (CTA) is a prompt that asks users to perform a specific action, like uploading a logo, saving changes or buying a product. CTAs can appear as a Button or Link.
Localization
Our source language is EN-US (US English). Remember to hand off designs to the Localization team.
- Confluence: Localization Operations Team
- Slack: #prj-translations
Formatting an structure
Use [verb][noun] or [verb] format
Always start with a strong, clear verb to drive immediate action. Include a noun to describe the purpose of the link and context for what will happen next.
Instead of
- Browse
- More options
Use
- Browse templates
- Select more options
Aim to always include a noun, but if space is limited and the context makes it clear what the action accomplishes, a verb alone might suffice.
- Example: If a user is in a clearly labeled address section and wants to edit the address, the CTA can just be "Edit" as long as it's placed close to the address field
[Verb][noun] may also be referred to as [action][object].
Keep CTAs short
Don't exceed 4–5 words.
Avoid combining multiple actions into one CTA
Choose the most appropriate single action to maintain clarity.
Instead of
Find and track an order
Use
Track an order
Use descriptive link text
The purpose of each link should be easily identified from the link text alone. Use object-oriented language so that it's clear what you are linking to. This is a WCAG standard.
Instead of
Learn more
Use
Compare shipping prices
Use consistent labels for the same functionality
If multiple CTAs do the same thing, they should all use the same terminology, both within individual pages and throughout user flows. This is a WCAG standard.
- Example: If a page has a search field at the top and another at the bottom, both CTAs should be labeled the same: Search
Grammar and mechanics
Use active language and avoid passive language
Active language starts with a strong verb and drives immediate action. It’s typically shorter and makes the next step clearer.
Passive language uses helping verbs like "can be," "will be," "should be," and takes longer to convey the same message. It feels less personal and direct, and often includes unnecessary conditional language.
Instead of
- Templates to browse
- Edits will be saved
- Go to orders made in the past
Use
- Browse templates
- Save edits
- Go to past orders
Don’t use end punctuation
CTAs do not need punctuation and should not be formatted as questions.
Don’t use a first-person narrative
Avoid introducing first-person pronouns or possessive adjectives like “me” or “my.” Opt for more direct language to avoid grammatical conflicts and omit unnecessary words. “You” and “your” should also be avoided.
- Exception: When referencing design pathways, we may use the possessive adjectives “your“ and “our” to clarify ownership. For example, “Browse our templates” and “Upload your design”
Instead of
- Save my design
- I have a promo code
Use
- Save design
- Apply promo code
Language, voice and tone
Demonstrate the value proposition
Communicate clear benefits of the CTA to the user. Focus on what the user gets or what happens when they select the CTA.
Instead of
- Continue
- Choose file
Use
- Get offer
- Upload your design
Create honest urgency
Create time-sensitive motivation when appropriate and use urgent language thoughtfully. Don't create false urgency that could damage trust (otherwise known as a "deceptive pattern").
Don't make promises the CTA doesn't fulfill
Ensure the CTA accurately reflects the interaction or pathway it triggers. The action stated in the CTA should be the immediate next step.
- Example: The verb "Checkout" should only be used right before the user reaches the checkout page. Don't use "Checkout" if there are multiple steps between the CTA and the checkout page
Be clear and explicit
Be explicit about what happens next. Don't use vague or generic language. Don't use jargon or overly technical language.
Instead of
- Clone design
- Get started
Use
- Copy design
- Start designing
Accessibility and inclusivity
Use device-agnostic language
Don't use language that assumes a specific input method, device capability or user ability. Focus on the outcome and make sure verbs apply to users on desktop, mobile and tablet.
Avoid sensory or other exclusionary language
Don't use words that exclude users with disabilities (see, view, watch, type, click, tap).
Example scenarios
| Exclusionary language | Inclusive language | Why it matters |
|---|---|---|
| Click here | Show product details | Assumes mouse use; excludes keyboard and screen reader users; provides no context |
| See pricing plans | Compare pricing plans | Relies on visual ability; excludes users with visual impairments |
| Hear our story | Learn our story | Assumes audio capability; excludes deaf or hard of hearing users |
| Watch video | Start video | Emphasizes visual action; may exclude users with visual impairments |
| Point and select | Choose design | Assumes specific input method; excludes keyboard-only users |
| Drag file | Upload file | Assumes mouse/touch capability; excludes keyboard-only users |
| Click to edit | Edit profile | Specifies mouse action; excludes keyboard and assistive technology users |
Common alternatives
The alternatives for sensory or device-specific language are context-specific, but potential options include:
| Exclusionary language | Inclusive alternatives |
|---|---|
| Click, tap | Select |
| See, view, watch | Show |
| Type | Enter |
| Never mind | Exit, clear |