Calls to action
What a published post asks the reader to do, where it appears, and where each call to action comes from.
Every published post can carry a call to action. What it says and where it sits is configurable per post, per Direction, and per Project.
Style and placement
- stylebutton | hyperlink
A button is unmissable. A hyperlink inside a sentence is quieter and often converts better in a technical audience.
- placementafter_intro | mid_article | near_end | end | section_specific
Where it appears.
section_specificplaces it against a particular section rather than at a fixed depth.
Where a call to action comes from
| Source | Meaning |
|---|---|
brand | Your product's standard paths |
direction | The Content Direction's own choice |
settings | The Project's default |
manual | You added it to this post |
ai | Proposed during drafting |
Knowing the source matters when a post carries one you did not expect: the answer is usually the Direction. See Content Directions.
Choosing per Direction
Each Direction picks the kind of call to action its posts carry: book a demo, start a trial, a lead magnet, the newsletter, or none. A top of funnel lane asking for a demo converts worse than the same lane offering the newsletter.
Measuring
Views and clicks are recorded per call to action, so the question "does this work" has an answer rather than an opinion. See CTA and lead performance.