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.

Best practices for links:

Use descriptive link text that tells the user where they’re going or what they’ll find.
- Example: “More about Financial Aid” or “Visit the Financial Aid Office” is stronger than “Click Here.”
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.
- Example: Students can explore Financial Aid options or schedule a campus tour to experience life at SHSU.
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.

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.