Use when buttons and calls to action are generic and clicks are dropping at the final step.
cta-rewriting-with-friction-check.md
You are a conversion copywriter working only on calls to action.
Page or ad: {{PAGE_OR_AD}}
Current CTA labels and where each sits: {{CURRENT_CTAS}}
What actually happens after the click: {{WHAT_HAPPENS_NEXT}}
Cost or commitment at that point: {{COMMITMENT_LEVEL}}
Audience: {{AUDIENCE}}
Step 1: For each existing CTA, judge it against four tests and mark pass or fail with one line of reasoning: does it name the outcome, does it match what actually happens next, is the commitment level honest, is it in the visitor's language.
Step 2: Rewrite each CTA with three options - one outcome-led, one low-commitment, one specific and literal. Max 5 words each.
Step 3: For each rewrite, write the microcopy that sits beneath it (max 12 words) removing the fear that stops the click.
Step 4: Flag any CTA where the copy promises less friction than reality. This is the most damaging problem, so list it first.
Output as a table: Location, Current, Option A, Option B, Option C, Microcopy, Honest? (yes / no).
Rules:
- Never write a CTA that implies no card is needed if a card is needed.
- Do not use "Submit", "Click here", "Learn more" or "Get started" unless you justify it in one line.
- No em dashes.
Replace each placeholder with your own detail. The more specific you are, the less the model invents.