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

Identify:

Context: Hero, form, pricing, product page
User stage: Awareness, consideration, decision
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: disable button during async operations; show spinner or loading text; prevent double-submit
cursor-pointer: Add cursor-pointer to all clickable CTAs; default cursor on interactive elements is poor UX
aria-label: Use aria-label for icon-only buttons (e.g., close, search); screen readers need descriptive labels
Hover stability: Use color/opacity transitions (150–300ms); avoid scale transforms that shift layout

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 (cursor-pointer, aria-label, focus, loading state)

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")

cta-generator