# CTA library

## Primary (approved for paid creative)

- **Walk in ready** - hero CTA, brand anchor, use on most ads
- **See your Pulse** - product-forward, best for Concept 02 and 04
- **Open room brief** - product moment, best for Concept 03
- **Get context** - quieter, use for retargeting

## Secondary (approved for web and product)

- Check in before the room
- Read the next room
- Start your first brief
- See how Pulse works

## Email and lifecycle

- Your next room is ready
- Pulse has a read on this one
- Three minutes before your 1:1
- Your weekly pattern

## Do not

- "Sign up"
- "Get started"
- "Try it free"
- "Learn more"
- "Book a demo" (use "See how Pulse works" instead)

## Button treatment

- Color: `--coral` background, `--shell` text
- Typography: Inter 500, no uppercase
- Corner radius: 4-8px
- Padding: 16px 24px (mobile) / 18px 32px (desktop)
- Arrow glyph: → with 0.4em left margin, optional
- Hover: darken coral 8-12%, no color shift

## Inline CTA variants

For inline text links in body copy:

```
Walk in ready → heyborton.com/pulse
```

Arrow glyph is U+2192 (→). Arrow is coral, path is coral, text before arrow is default body color.