CTAs

Foundational StandardsTerminology

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 as hyperlinked text.

Overview

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

Structure

Use [verb][noun] or [verb] format

Aim to use [verb][noun] format on buttons. Example: Save template.

If 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.

Instead of

Browse

Use

Browse templates

Keep CTAs short

Don't exceed 4-5 words.

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. Example: If a page has a search field at the top and another at the bottom, both CTAs should be labeled the same: Search. This is a WCAG standard.

Grammar and mechanics

Use active language and avoid passive language

Active language starts with a strong verb and drives immediate action. It is 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
Go to orders made in the past

Use

Browse templates
Go to past orders

Language, voice and tone

Demonstrate the value proposition

Communicate clear benefits of the CTA to the user. Focus on what the customer gets or what happens when they select the CTA.

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). The alternatives for this type of language is context-specific, but potential alternatives include:

Exclusionary language	Potential alternatives
Click, tap	Select
See, view, watch	Show
Type	Enter
Never mind	Exit, clear

Example scenarios

Problem	Solution	Why it matters
Click here	View 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

Terminology to use

This content is in draft

To help ensure we’re implementing usable and inclusive language consistently, the UX Content Design team has defined a series of controlled vocabulary choices for some common CTA use cases across our product experiences and touchpoints deemed in scope.

Use case definitions	Verb variants for common identifiable uses cases
Description of what the action is and will achieve for the user	A primary verb variant: This is the preferred verb to use wherever it’s contextually accurate
	Secondary verb variants (where applicable): Alternative verbs that can be used if the use case is nuanced and the primary verb is not appropriate or accurate in a specific context

Use case themes

Engage with account service

Use case definition	Primary verb variant	Secondary verb variants	Examples (Do)	Examples (Don’t)	Other Notes
Begin creating a user account in a way that's intended to enable long-term / permanent engagement.	Sign up	Create	-Sign up for account -Create account	All other variants such as “Register”	N/A
Connect to a user account temporarily.	Sign in	N/A	Sign in to account	All other variants such as “Log in”	N/A
Disconnect from a user account temporarily.	Sign out	N/A	Sign out of account	All other variants such as “Log out”	N/A
Remove a user account permanently in a way that blocks access to services and stored data.	Delete	N/A	Delete account	All other variants such as “Remove”	“Delete” can be used in other use cases too. Check the data disconnection theme.

Create new data

Use case definition	Primary verb variant	Secondary verb variants	Examples (Do)	Examples (Don’t)	Notes
Begin making something brand new.	Create	Set {up} Build Add	Create Brand Kit Set up new domain Build new website Add new address	All other variants such as “Generate”	Due to its ambiguity, “Design” should not be used as a primary verb. ”Add” can be used in other use cases too. Check the connect data to data theme.

Retrieve existing data

Use case definition	Primary verb variant	Secondary verb variants	Examples (Do)	Examples (Don’t)	Notes
Find something on our site using keywords or phrases.	Search	Find	Search all products Find a previous order	All other variants such as “Browse”	Search is subtly different to browse: Search = a focused activity to locate specific data Browse = more exploratory activity to surface data Users can search for something, then browse the data.

Surface existing data

Use case definition	Primary verb variant	Secondary verb variants	Examples (Do)	Examples (Don’t)	Notes
Expand product categories and products available for purchase.	Shop	Show	Shop business cards Show more business cards	All other variants such as “Find”	"Shop" is exclusively used for product categories and products. Do not use it for digital services Do not use it for product options or design templates
Expand a connected data source that’s not yet visible.	Browse	Find Explore Show Open	Browse templates Find a designer Explore design options Show transaction history Open a recent project	All other variants such as “View”	Browse is subtly different to search: Search = a focused activity to locate specific data Browse = more exploratory activity to consume data with known but broad parameters Users can search for something, then browse the information.

Select existing data

Use case definition	Primary verb variant	Secondary verb variants	Examples (Do)	Examples (Don’t)	Notes
Select a specific data item(s) which can then be used or applied later.	Select	Choose	Select a design service Choose template	All other variants such as “Pick”	N/A

Connect data to data

Use case definition	Primary verb variant	Secondary verb variants	Examples (Do)	Examples (Don’t)	Notes
Pick an existing data item(s) to use or apply immediately.	Add	Use Apply	Add to favourites Use this address Apply discount code	All other variants such as “Enter”	N/A
Apply a digital file to an existing data source.	Upload	Attach	Upload image Attach file	All other variants such as “Include”	“Upload” is exclusively used for files like design assets (images, logos, etc), invoices or spreadsheets.

Disconnect data from data

Use case definition	Primary verb variant	Secondary verb variants	Examples (Do)	Examples (Don’t)	Notes
Remove data from a data source in a way that does not delete it permanently from our system.	Remove	Clear Empty	Remove item from cart Clear search results Empty cart	All other variants such as “Erase”	N/A
Remove data from a data source in a way that does delete it permanently from the system.	Delete	N/A	Delete project	All other variants such as “Clear”	N/A

Modify existing data

Use case definition	Primary verb variant	Secondary verb variants	Examples (Do)	Examples (Don’t)	Notes
Begin modifying details in existing data.	Edit	N/A	Edit address	All other variants such as “Customize”	N/A
Replace existing data with new data in a way that overrides all attributes simultaneously.	Change	Replace Switch	Change address Replace image Switch templates	All other variants such as “Edit”	N/A

Store Data

Use case definition	Primary verb variant	Secondary verb variants	Examples (Do)	Examples (Don’t)	Notes
Store a new data item or changes to existing data.	Save	Update	Save design changes Update payment details	All other variants such as “Change”	N/A

Approve data

Use case definition	Primary verb variant	Secondary verb variants	Examples (Do)	Examples (Don’t)	Notes
Clarify agreement to a data item or changes to existing data.	Confirm	Accept Agree	Confirm refund request Accept privacy policy Agree to terms	All other variants such as “Save”	N/A

Engage with a process / activity

Use case definition	Primary verb variant	Secondary verb variants	Examples (Do)	Examples (Don’t)	Other Notes
Begin a process / activity.	Start	Get started	Start designing Get started with your design	All other variants such as “Go”	“Get started” should only be used if contextualised with a noun. E.g: Get started with your design
Progress forward through process / activity.	Continue	N/A	Continue to payment	All other variants such as “Next”	“Continue” should always be contextualised with a noun.
Regress to an earlier stage of the process / activity.	Back	Go	Back to order summary Go back to order summary	All other variants such as “Return”	It’s preferred to prefix the adverb “Back” with a verb such as “Go” “Back and “Go” can be used in other use cases too. Check the access data source theme.
Choose to end a process / activity in a way that reverses all activity	Cancel	Discard	Cancel design changes Discard design changes	All other variants such as “Abort”	N/A
Choose to end a process / activity in a way that fully removes user from current process / activity.	Exit	Close	Exit project Close chat	All other variants such as “Back”	“Exit” and “Close” can be used in other use cases too. Check the access a data source theme.

Access a data environment

Use case definition	Primary verb variant	Secondary verb variants	Examples (Do)	Examples (Don’t)	Other Notes
Redirect from current data environment into a separate data environment.	Visit	Go Enter Check Open	Go to help center Enter account area Check frequently asked questions Open favourites	All other variants such as “View”	N/A
Remove user from current data environment and return them to an environment visited previously.	Back	Go	Back to order summary Go back to business cards	All other variants such as “Return”	It’s preferred to prefix the adverb “Back” with a verb such as “Go”.
Remove user from current data environment and place them in a separate environment	Exit	Close	Exit help center Close project	All other variants such as “Remove”	N/A

Communicate with Vista

Use case definition	Primary verb variant	Secondary verb variants	Examples (Do)	Examples (Don’t)	Other Notes
Contact us via a yet undefined method.	Contact	N/A	Contact us	All other variants such as “Get in touch”	N/A
Contact us via a device that enables voice calls.	Call	N/A	Call us	All other variants such as “Phone us”	N/A
Contact us via a device that enables an online chat or messaging service.	Chat	Send	Chat with us Send message	All other variants such as “Message”	N/A
Contact us via a device that enables emails.	Email	Send	Email us Send email	All other variants such as “Mail”	N/A

Invite Vista to take action

Use case definition	Primary verb variant	Secondary verb variants	Examples (Do)	Examples (Don’t)	Notes
Initiate Vista to do something that the user desires or requires.	Request	N/A	Request callback Request invoice Request refund	All other variants such as “Ask”	“Request and “Ask” are subtly different in our context: Request = purposefully invite Vista to do something specific Ask = inquire about something or seek clarity