Call-to-Actions (CTAs)
Web pages should give users a direction to follow. A call-to-action can lead readers to another web page or suggest an action for them to complete, for example, guiding users to online support. When writing in-text call to actions for our webpages, there are a few things to keep in mind:
For CTA text:
- Be specific – why should users click the CTA?
- Describe the destination – where will the CTA take the user?
- If linking to another web page, aim to include the same keywords as the H1 of the destination web page.
- Use unique descriptive link text – ‘Learn more’ or ‘Read more’ doesn’t give the reader much direction or indication of what’s coming next. Additionally, screen readers can miss wider context when scanning through the links on a page.
For in-text links:
Good examples: 'Find out if this could be right for you', 'Read our flipbook'
Bad examples: 'Download now', 'Learn more'
Please note that the text appropriate for buttons is different to the examples above. Button text should not be longer than 5 words:
In some instances, you may have a long CTA, for example: ‘Learn more about your investment options’. In this case, you could request to use ‘Learn more’, while setting the screen-reader only text to ‘about your investment options’, which extends the CTA label to give a better description.
Try to avoid having multiple 'Learn more' labels on the same page, even if the screen-reader text is different for each.
When using Adobe Analytics, making sure CTAs are specific and relevant is also important. If the CTA isn’t clear (for example, ‘click here’), there will be no reference on an analytics dashboard to which CTA on a page it might refer to, or where it might lead.
Using links
Page URLs (web addresses)
General advice for URLs includes:
- Keep them short and concise
- Closely reflect the title of the page
- Avoid using internal jargon (for example 'targetplanUI' or 'product-wrapper') as users are unlikely to understand or engage with these terms
- Include primary keyword or close variation for search engine optimisation (SEO)
Embedded hyperlinks
A good example: Explore the full range of investment options on Aegon Workplace Services.
A bad example: Click here to find out more about the investment options on Aegon Workplace Services.
General advice for embedded hyperlinks includes:
- Use meaningful and descriptive embedded hyperlinks. Links should appear naturally and contextually in the copy.
- Links should clearly signpost what the customer needs to do when they get to the page we are linking them to
- Avoid directional, generic phrases, such as 'click here' and 'follow this link'. Instead, use text that briefly explains the purpose of the link
- Linking to other relevant pages can improve page relevancy and search engine results - especially if link text includes keywords. Links also aid browser navigation.
Outbound links
A few external links to high quality sites, when relevant, can be beneficial for SEO and user experience. When outbound links are included on a page, they should lead to related content on high-quality, trusted sites that are also secure. Users need to see we’re a trustworthy website and that includes who we’re linking to. It’s best to link to external HTTPS sites (look for HTTPS at the beginning of the page URL and the padlock icon) as an indicator of good security.
Money Helper is an example of a high quality, reputable and secure site: content is updated regularly, Https is seen at the start of the URL, they meet the web content accessibility guidelines (WCAG), and it’s a user-friendly experience.