Keep CTA Link Text Clear and Actionable
Calls to action (CTAs) guide users to complete tasks like applying, donating, or registering. But if the link text is vague or repetitive, users may not understand what will happen when they click on it. Clear CTA text supports accessibility and helps everyone take confident next steps.
Why it matters
Accessibility: Screen reader users often browse by links. Link text should make sense without needing extra context.
Clarity: Vague phrases like “click here” or “learn more” don’t help users understand the action.
Usability: Clear, specific links help all users scan and decide what to do next.
How to do it
Use action-oriented verbs.
Start links with a clear action like “Apply,” “Register,” or “Download.”
Example: “Apply to the MPH Program” is better than “Click here to apply.”
Be specific about the outcome.
Let users know what they are getting, not just where they are going.
Example: “Download the 2025 Course Catalog” is better than “View PDF.”
Write unique text for each link.
Avoid repeating the same link text across a page, especially on cards or buttons.
Make each CTA relevant to the specific content it refers to.
Accessibility tips
- Check that every CTA link makes sense without surrounding context.
- Avoid using “click here” or “learn more” on their own. These phrases create confusion for screen reader users.
- When linking full cards or images, ensure the link has a programmatic label like the heading or CTA text inside the card.