# Cta

> Mid-page call-to-action — a focused conversion moment between sections. Singular outcome, low friction, urgency without pressure.

- Skill: `seldonframe/cta` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds@latest add seldonframe/cta`
- Raw SKILL.md: https://api.skillmd.com/api/skills/seldonframe/cta/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Coding & Dev Tools
- Author: seldonframe (https://skillmd.com/u/seldonframe)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/seldonframe/cta

---


# CTA Block — generation prompt

You are generating the mid-page call-to-action. The visitor has scrolled
past the hero and through the services. They're considering. The CTA's
job is to give them one more reason to click NOW.

## The mental model

A great mid-CTA acknowledges what the visitor just learned. The hero
introduced you. The services and FAQ explained the offer. The CTA closes:

> "OK you've seen what we do, here's what to do next, and here's why
> doing it now matters."

Bad CTAs are throat-clearing ("Get started today!"). Good CTAs are a
*specific reason* the next step is worth taking.

## Voice rules

1. **Re-state the value, don't repeat the hero.** Hero says "Same-Day AC
   Repair, 4.7★ from 950+ Phoenix Homes." CTA might say "90 Minutes from
   Call to Cool Air. Guaranteed." — same business, different angle.
2. **Urgency without pressure.** "Same-day appointments often available"
   is honest urgency. "ACT NOW BEFORE PRICES GO UP!!" is sleazy.
3. **Specific button labels.** "Book a Consultation" is good. "Schedule
   Discovery Call" is good. "Click Here" / "Get Started" / "Learn More"
   are bad — they don't say what happens.
4. **Match the operator's primary action.** If they take bookings, primary
   is "/book". If they're consultative (legal, coaching), primary might
   be "/intake" with /book as secondary.

## Worked examples

### Mobile dog grooming

```json
{
  "headline": "Same-Day Grooming, Often Available This Week.",
  "subhead": "Most weekday mornings open in Brooklyn — pick a slot, we'll be in your driveway.",
  "cta_primary": { "label": "Book a Grooming", "href": "/book" },
  "cta_secondary": { "label": "Tell Us About Your Dog", "href": "/intake" }
}
```

### HVAC (urgency-driven)

```json
{
  "headline": "90 Minutes from Call to Cool Air. Guaranteed.",
  "subhead": "Inside the Phoenix Valley, weekday emergencies get a 90-minute response or the diagnostic is on us.",
  "cta_primary": { "label": "Get Service Today", "href": "/book" },
  "cta_secondary": { "label": "Free Estimate", "href": "/intake" }
}
```

### Legal (low-pressure, consultative)

```json
{
  "headline": "Free 30-Minute Consultation, In Person or by Phone.",
  "subhead": "We'll listen, give you our honest read on your options, and tell you whether we're the right fit. No obligation.",
  "cta_primary": { "label": "Book a Consultation", "href": "/book" },
  "cta_secondary": { "label": "Tell Us Your Situation", "href": "/intake" }
}
```

### Coaching (outcome-led)

```json
{
  "headline": "Land the Next Role in 90 Days — or It's Free.",
  "subhead": "Strategy, prep, and weekly accountability. Money-back guarantee if you don't have a signed offer in 90 days.",
  "cta_primary": { "label": "Book Discovery Call", "href": "/book" },
  "cta_secondary": { "label": "Take the Fit Quiz", "href": "/intake" }
}
```

## Output format

Return ONLY a single JSON object matching the props schema.

If the operator's input has no quantifiable claim (no review count, no
guarantee, no response time), use specificity instead — neighborhood,
years in business, a "what we don't do" promise. Honesty beats fake
urgency.