Writing guidelines


Use the {verb} + {noun} content formula on CTAs.

  • CTA stands for “call to action” and it allows a person to move forward in the experience, by tapping or clicking in order to get to the next step or complete a task.
  • Calls to action on buttons and links need to be clear and predictable.
  • A person should be able to anticipate what will happen next when they select any button or link.


Buttons are some of the most important text in an experience - it’s how the person makes their intentions known. The button is used to enable the conversation between the person, and the experience.

  • Buttons work best when they are recognizable, specific, and only one or two words long.
  • Buttons should always lead with a strong verb that encourages action.
  • Buttons that use words people would actually say in conversation work better than generic or unfamiliar words.
  • Use the {verb} + {noun} content formula on buttons except in the case of common actions like “Done”, “Continue”, “OK”, “Close”, “Cancel”, or “Dismiss”.
  • Always write in sentence case, unless a term is a proper noun.
  • Make sure the button is indicative of what the user is actually doing. Don’t write “Search” when the action is filtering. Don’t write “Next” when the user is confirming.
  • Don’t use possessive or personal pronouns (“me”, “my”, “I”) in calls to action, buttons, or links. We don’t want to put words in a user’s mouth.
  • Don’t use punctuation on buttons.
  • Link text needs to describe where users will go or what they’ll see when they select a link.
  • Give context so people know where a link will take them.
  • Only link the relevant words in the sentence, and not the entire sentence.
  • Try to avoid “Click here” or “here” as link text.
  • Links that aren’t in full sentences should use the {verb} + {noun} formula, i.e. “Learn more”.
  • Don’t use punctuation, except question marks when needed.