Switch to WilmingtonAction Language
Action language can appear within an experience in the form of CTAs (Calls to Action), user prompts and feedback messages, as described below.
CTA
Calls to action (CTAs) are most often used in buttons, but can also be found in titles and links, depending on the interaction. Note that CTA usage always adheres to the M&T Bank brand tenets for voice and tone, specifically that we are always approachable, clear, helpful and conversational with users.
CTA Short
A grouping of three or four words, CTA Short is usually found in headlines, subheads, section header titles and links. These are best when asking the user to complete a single action.
- Choose a debit card
- Create your PIN
- Make a deposit
CTA Long
CTA Long is usually a short sentence, and functions similarly to CTA Short, so can be found in similar locations. These are best when asking the user to complete a series of actions in service of a single goal.
- Now, let’s continue with the second applicant
- Let’s answer some account activity questions.
- Set up your Online Banking profile.
Button CTA
These are short, ideally single-word touts, with a maximum of four words. A button CTA should act as a bridge to the next page so that users know exactly where they are headed.
- Continue
- Accept
- Apply Now
- Open Account
User Prompts
Typically found in subheads and form entry titles, these prompts direct the user to input, download, or confirm information. They can take the form of commands or questions, and the user will respond by interacting with the associated button, link or form input components. When writing questions, adhere to M&T Bank brand tenets and focus the “asks” on what’s important in order to move the user efficiently through the flow. Confirmation questions tend to be binary, asked when there is a specific need for a “yes” or “no” answer.
- For your security, please verify your identity by answering the following questions.
- Please open, read and save the agreements below prior to acceptance.
- Select those that apply:
- Would you like to order checks now?
- How many times per month will you withdraw or deposit cash?
When appearing in standalone checkbox components, user prompts are written in the first person from the user's perspective. Write in the active voice with positive verbs so the user can be sure what they are agreeing to.
Feedback and Error Messages
Warning and error messages will direct the user to take action to prevent an unwanted outcome. This will be different from the primary CTA on the screen, so use the appropriate presentation of the Feedback and Error Message to be specific about what needs to be done. If the action to be taken is located on a different page, include a link to that page.