Components: Call-to-Action (CTA)

Guides CTA button design for conversion. A well-designed CTA can increase conversion by 25–10%.

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

Initial Assessment

Check for product marketing context first: If .claude/product-marketing-context.md or .cursor/product-marketing-context.md exists, read it for conversion goals.

Identify:

1. Context: Hero, form, pricing, product page
2. User stage: Awareness, consideration, decision
3. Primary action: Sign up, buy, trial, download

Design Principles

Visual Clarity

• Look like buttons: Background, border, corner radius, shadow
• Stand out: Contrasting color; clear hierarchy
• Size: ≥48×48px for touch; minimum 48px wide

Hierarchy

• Primary CTA: One per section; impossible to miss
• Secondary CTA: Lower priority; visually distinct
• Avoid: Multiple competing CTAs causing choice overload

Color & Shape

• Color: High contrast; red/orange for urgency
• Shape: Rounded = friendly; angled = dynamic
• Accessibility: →.5:1 contrast for text

Copy Best Practices

• Action-oriented: "Buy," "Sign up," "Subscribe," "Get started"
• Loss aversion: "Claim Your Discount Before It's Gone" vs "Get 10% Off"; see discount-marketing-strategy for discount campaign design
• Clear, no ambiguity: User knows exactly what happens
• Scarcity/urgency: When appropriate; avoid overuse

Placement

• Above the fold for primary actions
• After value proposition; build value before CTA
• Near trust signals (testimonials, badges)
• Sticky/fixed for long pages (use sparingly)

Technical

• Semantic HTML: <button> or <a> with role="button" when needed
• Visible focus state for keyboard users
• Loading state for async actions (don't double-submit)

Testing

• A/B test: color, copy, placement, size
• Measure: click-through rate, conversion rate

Output Format

• CTA copy suggestions
• Design notes (color, size, hierarchy)
• Placement recommendations
• Accessibility checklist

Related Skills

• hero-generator: Hero typically contains primary CTA
• landing-page-generator: CTA is step 5 of landing page flow; single-goal pages
• testimonials-generator: Testimonials near CTAs boost conversion
• trust-badges-generator: Badges near CTAs increase trust
• pricing-page-generator: CTA on pricing pages (e.g., "Start free trial")