CTA: Porsche
The Scenario
Write a call-to-action button for a luxury sports car manufacturer that allows users to start the vehicle configurator.
“Design Your Porsche”
The Brand Context
Porsche is a luxury automotive brand synonymous with precision engineering, timeless design, and craftsmanship. Their customers aren't just buying transportation—they're investing in a personalized driving experience. The configurator is a critical moment where the user begins to envision their ideal vehicle, so the CTA needs to feel aspirational while clearly communicating the action.
My Approach
Necessary
The button clearly states what will happen when clicked—the user will enter the configurator interface. There’s no ambiguity about the next step or what "designing" entails in this context.
Clear
"Design Your Porsche" immediately communicates both the action (design/customize) and the outcome (your personalized Porsche). The user understands they're about to make choices about their vehicle.
Concise
At just three words, the CTA is brief enough to fit comfortably on a button while still being descriptive. Every word earns its place.
Useful
The copy provides context that the user is entering a customization interface, not just viewing standard models or pricing. "Design" signals active participation in creating something personal.
Conversational
The word "your" creates a personal connection, acknowledging the user as someone who will own and care about this vehicle. The active voice and simple syntax feel direct and inviting rather than corporate or transactional.
Branded
"Design" is more sophisticated than "build" or "configure"—it aligns with Porsche's emphasis on craftsmanship, precision, and artistry. This word choice extends the brand's legacy of meticulous design to the customer, positioning them as a collaborator in creating their ideal vehicle rather than simply selecting options from a menu.
Key Decisions
Chose "Design" over alternatives like "Build" or "Configure" to elevate the experience and match Porsche's premium positioning
Used "Your Porsche" to create ownership and aspiration before the purchase—the car is already emotionally theirs
Kept it to three words for maximum impact and button-friendly brevity while maintaining clarity