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:

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

:

or

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)