cta-generator
npx machina-cli add skill kostja94/marketing-skills/cta --openclawComponents: 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:
<button>or<a>withrole="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")
Source
git clone https://github.com/kostja94/marketing-skills/blob/main/skills/components/cta/SKILL.mdView on GitHub Overview
Guides CTA button design for conversion. A well-designed CTA can increase conversion by 25–10%. It covers copy, color, placement, and accessibility, and checks product marketing context to maximize impact.
How This Skill Works
On first use, it checks for product marketing context (hero, form, pricing, product page) and identifies context, user stage, and primary action. It then applies design principles (clarity, hierarchy, color/shape), copy best practices, and placement guidance, plus a technical and accessibility checklist, to deliver CTA copy, design notes, placement recommendations, and testing ideas.
When to Use It
- You want to design a new CTA for a hero section, form, pricing page, or product page.
- You aim to optimize existing CTAs to boost conversions through better copy, color, size, or placement.
- You want to audit CTA copy for clarity, urgency, and action-oriented language.
- You are planning CTA placement on landing pages or long-form pages to maximize visibility.
- You need accessibility improvements (focus states, semantic HTML, contrast) for CTAs.
Quick Start
- Step 1: Run the initial assessment and collect context (hero, form, pricing) and primary action.
- Step 2: Apply design principles and copy best practices to draft CTA options.
- Step 3: Deliver design notes, placement recommendations, an accessibility checklist, and testing ideas.
Best Practices
- Use action-oriented copy (Buy, Sign up, Get started) and apply urgency only when appropriate.
- Make the Primary CTA the sole, most prominent action per section; use a distinct Secondary CTA for alternatives.
- Prioritize high-contrast colors and friendly, rounded shapes; ensure accessible contrast for text.
- Place CTAs above the fold for primary actions and near the value proposition; near trust signals when possible.
- Use semantic HTML (button or role="button" with accessible states) and test loading/focus states; run A/B tests for color, copy, placement, and size.
Example Use Cases
- Homepage hero: Primary CTA such as 'Get started' above the fold with strong contrast and rounded corners.
- Pricing page: Primary 'Start free trial' button alongside pricing plans to drive signups.
- Form page: 'Sign up' CTA placed after the value proposition with a clear outcome.
- Discount campaign: 'Claim Your Discount Before It's Gone' to leverage urgency and boost clicks.
- Product page: 'Buy Now' button with visual hierarchy and near trust signals like badges or reviews.
