A call to action (CTA) is a valuable part of our user-facing materials.
- Whether hyperlinked or in the context of a button, CTAs should start with a verb to indicate that the user is being invited to act by clicking.
Example: “Submit,” “Learn more,” “Watch now”
- CTA button copy is written in sentence case but does not need a period. Exceptions include:
- Linked copy and microcopy when either are complete sentences
- Lowercase brand or product names
- Keep all text as short as possible while emphasizing the action.
Like this: “Make payment,” “Submit,” “Continue”
Not this: “Make payment using Bill Pay,” “Submit payment,” “Continue to Eagle Invest site”
- Add detail only if necessary to prevent ambiguity or confusion for the user.
- In the case of a single destination with multiple CTAs, we use the same text in the button for each instance of that CTA throughout the email or landing page where it appears. This assures the user that they’ll be making the same choice at each touchpoint presented.
- If the CTA recurs in a context outside of a button (such as in linked text), we have some flexibility.
Example: The button may read “Learn more,” but elsewhere we may write “Learn more about our business loans” or “Reach out to a banker at your convenience.”
- Button copy for a CTA must accurately reflect the next destination in the user’s journey.
Example: “Sign in” should either confirm entered credentials or direct the user to a sign-in form.
- Prioritize user expectations when crafting button text.
- Avoid interrupting logical user flow by contradicting the premise of the button copy. This can confuse the user and ultimately erode their trust in us.
Like this: If you’d like to learn more about our tailored homebuying solutions, our bankers are ready to connect with you. Schedule an appointment
Not this: Find out how our homebuying solutions can help you land your dream home sooner. Find my dream home