Call to action

A call to action (CTA) prompts users to take a specific next step—such as applying for a service, downloading a document or booking an event. CTAs combine headings, short explanatory text, and buttons to encourage immediate action.

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 Call to action 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 two 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 Design System supports several CTA styles:

Design guidance

• Use strong, action-oriented text (for example: Read the policy, 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 two buttons only if both are essential.
• Limit to one or two actions per callout to avoid overwhelming users and reduce 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 (e.g. Apply now, Learn more).