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Links & CTAs

Guide Users to the Next Step

Links and calls to action (CTAs) help users move through SHSU’s site with purpose. Every link should provide clear direction and encourage the next step.

Best practices for CTAs:

  • Keep them short (1–3 words).
  • Use strong, action-oriented verbs: Apply Now, Schedule a Visit, Request Info.
  • Reserve buttons for true actions — not navigation.
    • "Apply Now" is appropriate CTA button text. "Department of Biology" is not.

Best practices for links:

  • Use descriptive link text that tells the user where they’re going or what they’ll find.
  • When linking within paragraphs, link key nouns or phrases that provide clear context — for example, Financial Aid, residence halls, or campus tour. This helps users quickly understand the topic and where the link will take them.
  • Link only when it helps users reach a goal. Too many links overwhelm the page.
  • Think quality over quantity. Fewer, more meaningful links support both user experience and SEO.

Opening Links in a New Tab

In most cases, links work best when they open in the same tab. Users who prefer a new tab can always open one themselves using right-click or Ctrl/Cmd+click, so letting the browser behave naturally preserves that choice for everyone.

When a new tab makes sense

Consider opening a link in a new tab when:

  • The link goes to an external website, and leaving the page would interrupt the user's context on your site.
  • The link appears within a form or multi-step process where navigating away could cause the user to lose progress.
  • Following the link would end an active, secured session.

Key takeaway

Effective links and CTAs do more than move users around the site. They tell users exactly where they are headed and help them take meaningful action. Writing should guide users toward their goals, not just deliver information.

Updated 6/26/26