What this means for your practice
Use action wording that describes the actual next step and its commitment. Place it after the information required to make that decision.
An example to discuss with your team
Read each link label without surrounding text and predict its destination. Replace labels that do not distinguish the available actions.
What to discuss with your agency
Ask the agency to read each link label without the surrounding design. Can it predict the destination? For example, a route that asks reception to respond should not sound like an instantly confirmed appointment. Place the action after the information people need to decide, then test the complete journey.
Put the brief into practice
Choose the next step that best fits the page's purpose and the reader's readiness. Someone learning about a service may need to ask a question, while a reader on a practical booking page may be ready to arrange an appointment. Label the action accordingly and explain any important commitment before it is taken. Secondary routes can help, but they should be clearly distinguished rather than repeat the same vague wording. Ask the agency to test the destination as well as the button: what happens after the click, and does it match the promise?
Include the confirmation or receiving process where relevant. Review link labels outside their surrounding paragraphs to see whether they remain meaningful. If people frequently return immediately or ask what the button does, investigate the expectation gap rather than simply making the button more prominent. A clear action respects the reader's decision and helps the practice receive enquiries whose expectations fit the process it actually provides.
How to check the result
Compare completion of the intended next step with clicks that immediately return to the page.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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