# CTA Patterns

Button copy and calls-to-action that convert.

## CTA Formulas

### Action + Benefit
```
Start [benefit]ing
Get [outcome]
Unlock [benefit]
Claim [offer]
```

**Examples:**
- Start saving hours
- Get instant access
- Unlock your growth
- Claim your free trial

### First Person ("My")
```
Start my free trial
Get my copy
Build my [thing]
Show me how
Send me the guide
```

Outperforms generic "Get started" in many tests.

### Yes + Benefit
```
Yes, I want [benefit]
Yes, show me how
Yes, sign me up
Count me in
I'm ready to [benefit]
```

### Imperative Verbs
| Verb | Best For |
|------|----------|
| Get | Acquiring something |
| Start | Beginning a journey |
| Join | Community/membership |
| Discover | Learning/content |
| Build | Creation tools |
| Try | Low commitment |
| Book | Services/calls |
| Download | Content offers |
| Watch | Video content |

## CTA by Funnel Stage

### TOFU (Awareness)
```
Learn more
Read the guide
Watch the video
Get the checklist
See how it works
```

### MOFU (Consideration)
```
Start free trial
Schedule a demo
See pricing
Compare plans
Talk to sales
```

### BOFU (Decision)
```
Buy now
Get started
Subscribe
Upgrade today
Claim your spot
```

## Button Copy A/B Tests

Tests often show these winners:

| Lower Conversion | Higher Conversion |
|------------------|-------------------|
| Submit | Get My Free Guide |
| Click here | Start My Free Trial |
| Learn more | Show Me How |
| Sign up | Yes, I Want This |
| Download | Send Me the Checklist |

## Adding Urgency

```
[CTA] - Limited spots
[CTA] - Offer ends [date]
[CTA] (only [N] left)
[CTA] before [deadline]
```

## Adding Value

```
[CTA] — It's free
[CTA] (no credit card)
[CTA] — Cancel anytime
[CTA] — 30-second setup
[CTA] — Risk-free
```

## CTA Placement

### Landing Page
- Hero section (primary)
- After benefits section
- After testimonials
- Final section (full-width)

### Email
- After value proposition
- P.S. section
- Keep above scroll if possible

### Blog Post
- After introduction
- Mid-content (if natural)
- End of post

## Surrounding Copy

### Above CTA
```
Ready to [benefit]?
Join [number]+ [audience] who already [benefit]
Stop [pain]. Start [benefit].
```

### Below CTA (Microcopy)
```
Free forever. No credit card required.
30-day money-back guarantee
Setup takes 2 minutes
Cancel anytime. No questions asked.
```

## CTA Contrast

For multiple CTAs on page:

| Primary | Secondary |
|---------|-----------|
| Filled button | Ghost/outline button |
| Start Free Trial | See Pricing |
| Get Started | Watch Demo |
| Buy Now | Learn More |

## CTA Checklist

- [ ] Action verb starts the CTA?
- [ ] Benefit clear?
- [ ] Matches page intent?
- [ ] Contrasts visually?
- [ ] One primary CTA per section?
- [ ] Risk reducer nearby?
- [ ] Mobile tap-friendly size?