The way we write CTAs has always shaped user behavior. But what happens when the “user” isn’t a person?
As agentic AI systems like ChatGPT, Google’s SGE, and Amazon Rufus become more integrated into how people discover and interact with websites, the role of CTAs is shifting. We’re no longer just nudging human visitors toward conversion. Now, we’re also signaling to AI co-pilots what matters, what actions are possible, and how content is structured.
It’s time to rethink how we write calls to action—not just for clicks, but for comprehension.
How AI Agents Interpret CTAs
Before we jump into rewriting your buttons, let’s understand how AI agents interact with them.
Large language models (LLMs) scan your site’s DOM, reading HTML structure, anchor text, aria-labels, button copy, and surrounding content. They try to infer what an element does, what it’s related to, and how it contributes to user goals.
That means ambiguous CTAs like “Learn More” or “Click Here” don’t offer much value. They’re context-dependent, which works fine for human readers who can infer meaning from design or position. But for AI agents navigating the page with no visual cues, clarity and specificity matter.
CTA Patterns That Confuse Agents
Here are a few examples of CTAs that can trip up agents:
- “Click Here” → No context on what’s being clicked.
- “Learn More” → About what? Where does it lead?
- “Explore” → Too vague.
- Icons Without Text → Unless paired with an aria-label, icons are meaningless to AI.
- Nested Links → Buttons inside links, or multiple CTAs in the same component, can confuse the agent’s interpretation.
Better CTA Structures for AI (and People)
You don’t have to choose between human usability and machine readability. The best CTAs work for both.
Here’s how to write CTAs that are clear, goal-oriented, and agent-readable:
1. Be Descriptive
Good CTAs:
- “See Pricing Plans”
- “Compare Our Features”
- “Download Our Guide”
These descriptive CTAs offer a clear goal that agents can match with user intent.
2. Use Actionable Language
Agents are trained on verbs. CTAs that begin with a verb (Start, Download, Compare, Contact) are more likely to be interpreted as conversion actions.
Examples:
- “Start Your Free Trial”
- “Book a Demo”
- “Download Brand Kit”
3. Add Purpose to Aria-Labels
If your CTA is an icon-only button or a generic link, use aria-label to provide context.
<a href="/pricing" aria-label="View our pricing plans">$</a>
This ensures the agent knows what the icon represents, even if there’s no visible text.
4. Include Structural Context
If your CTA appears in a pricing table, a form, or a card component, make sure the section around it uses semantic HTML.
For example:
<section aria-labelledby="pricing-heading">
<h2 id="pricing-heading">Pricing Plans</h2>
<button>Choose Starter Plan</button>
</section>
This allows the agent to understand the hierarchy: the CTA is part of the pricing section and likely represents a selection action.
Prompt Zones & CTAs: A Perfect Pair
If you’re already designing with Prompt Zones in mind (structured sections with clear copy and semantic markers), CTAs are your closing pitch. They tell the AI what action the section is intended to drive.
For example:
- A blog preview with a CTA like “Read This Article” → Action: content retrieval
- A comparison table with “Upgrade to Pro” → Action: purchase intent
- A product card with “Add [Product] to Cart” → Action: ecommerce conversion
CTAs are anchors of intent. Treat them that way.
CTA Anti-Patterns to Avoid
A Future-Proof CTA Strategy
The next generation of UX isn’t just human-centered. It’s agent-aware. And writing better CTAs is one of the fastest ways to make your site more legible to both.
By treating calls to action as prompts, not just buttons, you help agents route users more effectively, summarize content more accurately, and match queries to outcomes.
At Composite, we help brands rethink every part of their site to be both user-friendly and AI-readable. From semantic structures to action-driven CTAs, these small changes create big visibility wins in an agent-first web.
Want a site that speaks to both humans and AI agents? Let’s talk.
