Update style guide on CTAs (#55476)

Author: supergranular

content/contributing/style-guide-and-content-model/style-guide.md

@@ -132,19 +132,26 @@ Liquid syntax for alerts is still supported and may still appear in older articl
 
 For more information on formatting alerts, see “Alerts” in [AUTOTITLE](/contributing/syntax-and-versioning-for-github-docs/using-markdown-and-liquid-in-github-docs#alerts).
 
-## Buttons
+## Call to action (CTA)
 
-Landing pages and some articles have buttons that take people to relevant content in other articles or on other {% data variables.product.prodname_dotcom %} webpages. Buttons should be used when someone needs to navigate to another page to complete the task being described. For example, [AUTOTITLE](/enterprise-cloud@latest/admin/overview/setting-up-a-trial-of-github-enterprise-cloud) has a button that takes people to the trial sign up page since that is the next step in the process of setting up a trial. The [AUTOTITLE](/migrations) landing page uses a button to direct people to the article that most people will need to read to start a migration.
+A CTA is a link or button prompting users to take the next step in their journey. It will send a user to a different location.
 
-If a button encourages people to navigate away from the {% data variables.product.prodname_docs %} site, follow the call to action (CTA) button guidelines. If you want to include another type of button on a landing page or article, you must get approval from the {% data variables.product.prodname_docs %} team.
+The key component of a CTA is that it helps the user to do what they were trying to do, either by guiding them to the next step or leading them to a product or feature they need.
 
-## Call to action (CTA) buttons
+In considering when to use a CTA, ask the following questions:
 
-CTA buttons emphasize a link that we expect or encourage people to navigate to after reading an article or as part of completing the task that an article describes. CTAs should only take people to {% data variables.product.company_short %}-owned domains. For example, the CTA button on [AUTOTITLE](/enterprise-cloud@latest/admin/overview/setting-up-a-trial-of-github-enterprise-cloud) links to [an enterprise sales page](https://github.com/account/enterprises/new?ref_cta=GHEC+trial&ref_loc=setting+up+a+trial+of+github+enterprise+cloud&ref_page=docs) on {% data variables.product.prodname_dotcom_the_website %}.
+* Is there a logical or necessary next step for the user? This can be the next information they need, or a feature that would help them accomplish their task.
+* Is there a business need for sending the user to that place?
 
-Only include a CTA button if navigating to the link supports user needs. Do not use CTA buttons solely for marketing GitHub features or products. In the above example, someone who wants to try {% data variables.product.prodname_copilot %} must navigate to the {% data variables.product.prodname_copilot_short %} settings menu and would likely want to after reading the article. In contrast, even though someone might use {% data variables.product.prodname_copilot_short %} as part of writing code that they then create a pull request for, we would not add a "Try {% data variables.product.prodname_copilot %}" CTA to [AUTOTITLE](/pull-requests/collaborating-with-pull-requests/proposing-changes-to-your-work-with-pull-requests/creating-a-pull-request) since {% data variables.product.prodname_copilot_short %} is not connected to the user needs of "Creating a pull request." Most people will create pull requests without using {% data variables.product.prodname_copilot_short %}. But people visiting articles about getting started with {% data variables.product.prodname_copilot_short %} are probably interested in trying {% data variables.product.prodname_copilot_short %} if they are not already using it. So we add the CTA button to help people get where they are trying to go.
+We should only use a CTA when the answer to both questions is yes.
 
-Style your CTAs using the following format.
+### How is a CTA different from a link?
+
+A CTA is an explicit direction to the user to take an immediate action, such as “Try Copilot for free” or “Create your own repository”. A CTA in our documentation should only lead people to a {% data variables.product.company_short %}-owned domain.
+
+For example, the CTA on [AUTOTITLE](/enterprise-cloud@latest/admin/overview/setting-up-a-trial-of-github-enterprise-cloud) links to [an enterprise sales page](https://github.com/account/enterprises/new?ref_cta=GHEC+trial&ref_loc=setting+up+a+trial+of+github+enterprise+cloud&ref_page=docs) on {% data variables.product.prodname_dotcom_the_website %}.
+
+Style a CTA using the following format.
 
 ```html
 {% raw %}<a href="https://github.com/DESTINATION/URL?ref_cta=CTA+NAME&ref_loc=LOCATION&ref_page=docs" target="_blank" class="btn btn-primary mt-3 mr-3 no-underline"><span>Try PRODUCT NAME</span> {% octicon "link-external" height:16 %}</a>{% endraw %}