Calls to action

A call to action (CTA) prompts users to take a clear next step – such as applying for a service, downloading a document, and booking an event. CTAs bring together a heading, short supporting text, and one or more buttons to encourage users to act immediately.

CTAs must be:

• clearly worded
• easy to find
• focused on a single purpose.

This improves usability, supports accessibility and helps users complete tasks efficiently.

When to use

Use a CTA when you need to:

• encourage users to take a specific action such as registering, applying, or downloading
• provide a clear next step at the end of a service email, announcement, or campaign
• highlight time-sensitive or important actions that need immediate attention
• offer one or 2 choices that are easy to compare.

When not to use

Avoid using CTAs for:

• long-form content or detailed instructions (use Letter or Transactional layouts)
• decorative buttons without clear purpose
• multiple competing actions that may confuse the reader.

Variations

The NSW Email Toolkit supports several CTA styles:

Design guidance

• Use strong, action-oriented text (for example, ‘Read the policy’ or ‘Download the framework’).
• Position the call to action prominently – usually near the top or end of the email.
• Keep the message short – use a heading, one sentence of supporting text, and a clear action.
• Prioritise one action – use 2 buttons only if both are essential.
• Limit to one or 2 actions per callout to avoid overwhelming users and reducing clarity.

Accessibility

• Ensure sufficient colour contrast between button text and background.
• Don't rely on colour alone to indicate importance – support it with position, hierarchy or text.
• Make buttons large enough to tap on all devices (minimum 44 x 44 pixels).
• Support screen readers by ensuring a logical reading order: heading → supporting text → button(s).
• Use plain, meaningful, action-oriented language for buttons (for example, ‘Apply now’ or ‘Learn more’).