Calls to Action

Buttons, links—even an option to cancel—should all be congruent to the title and surrounding context. The trick is to write everything as one fluid thought.

Title-to-CTA Congruence

A common pattern on screens includes a title/headline, a few interactive elements or pieces of content, and a button CTA. The microcopy for the title and button should be congruent.


If the title asks a question, the button should answer (like an actual conversation).

Key verbs and nouns should appear in both the title and CTA.

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