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Calls-to-Action

Provide clear calls-to-action (CTAs) that align with user goals.

Accessibility: If a CTA requires visual context, provide different text for the aria-label (a type of alt text read by assistive technology). For example, "Continue" might lead different places depending on the context, which is confusing for people using screen readers. For aria-labels only, focus on the destination and do not begin with a verb. The majority of CTAs do not need a separate aria-label.

  • Button CTAs should be two to three words maximum. Link CTAs have no specific word limit but should be brief.

    Button styling throughout Cengage is currently all-caps. When documenting the user interface, use title case to represent button copy. Link text should be sentence case.

    Button CTAs:
    • Get Help
    • Open MindTap
    • View eBook
    • Manage Subscriptions
    Link CTAs:
    • Explore teaching resources
    • Download the report
    • Find your online learning platform
  • Use clear, simple language that resonates with users and their goals.
    Avoid marketing or sales-oriented language and leave no room for ambiguity. Specifically, avoid "Learn More." It is not descriptive and it gives customers as much information as "Click Here."
    Do
    Learn how you can integrate MindTap and your LMS

    Find the grade syncing guide for your LMS

    Don't
    Learn More
  • Use an action verb followed by a noun to be action-oriented and provide direction.
    Direct language clearly communicates the action users will take and guides them toward their desired outcome. This increases the likelihood of conversion by reducing friction and making it easy for users to understand what they need to do next. In addition, it allows for a more accessible online experience for all.
    Do
    Button: Tour MindTap

    Link: Check out the latest features in MindTap

    Don't
    Button: MindTap Features

    Link: MindTap's latest features

  • Create self-sufficient CTAs that are understandable on their own without context.
    Customers are unlikely to read the body copy around the CTA – it's long been demonstrated that web visitors don't read, they skim.
    Do
    Explore Cengage Unlimited
    Don't
    Go Unlimited
  • Use second-person language to talk to the user.
    Never use first-person language as if you are pretending to be the user.
    Do
    Find Your Textbook
    Don't
    Find My Textbook
  • Use plural first-person or third-person language to refer to ourselves as Cengage.
    Do
    Search Our Catalog

    Search the Cengage Catalog

    Don't
    Search My Catalog