Good calls to action follow similar patterns to longer form content
Action-orientated.
Begin with a verb like ‘Download’, ‘Get’ ,’Book’ or ‘Visit’.
Make it scannable.
Ideally start it with a keyword that relates to the purpose of the copy, or if a call to action, a verb.
Keep it factual, but inject NHS Wales tone of voice where possible/needed.
Make calls to action try to influence user interaction if that’s what you want the user to do. This works well for campaigns or important messages/notices.
Short, unless at the end of a longer form piece of content, such as a blog post.