Calls to action

Our calls to action (CTAs) should be direct, polite, and informative. In blogs, choose between two formats: 

  • Visual CTAs consist of a logo, the name of the asset, and a button with a two-word request: Read report, Watch webinar, View infographic.
  • Text CTAs can be more verbose and descriptive but should still make clear what we want the reader to do: Explore the full event agenda and register today

Don’t use an ellipsis in a call to action on a button to communicate that there’s a page or action beyond the button.

See also: Links