Calls To Action (CTAs) Intro and Text Guidance

On Mozilla.org, Calls to Action (CTAs) are buttons designed to prompt an immediate interaction. They are the centerpiece of any page, section, or article, providing both creators and users with a clear sense of purpose for design and content. Simply put, all design and content should support the desired interaction on the CTA.

When a user performs the desired interaction on a CTA, this is a called a conversion. Conversions are nearly always the Key Performance Indicator (KPI) for any page, section, or article, and the creation of design and content to empower that conversion is called conversion optimization.

The following are guidelines for creating CTA copy:

• 2 words is ideal, 4 words is the maximum allowed.
• Use title case. This not only draws attention, but also communicates a command. Prepositions with four letters (e.g.: "Into" or "With", but not "for" or "in") or more should be capitalized.
• 25 characters or fewer. Consult with the Mozilla.org design team if the copy requires more than 25 characters.
• Include an action-oriented, imperative tense verb, preferably first. Think of it as a command.
• Avoid pronouns, but use first person pronouns like “my”, “us”, or “our” if pronouns cannot be avoided.
• Avoid gimmicky words like “now” or “today” (e.g.” Download now”). Instead, consider using less commonplace CTA language (e.g.: “Find Out More” vs. “Learn More”) and make sure your supporting content is concise, compelling, and demonstrates value.
• Ask for help if you’re having a tough time!