diff --git a/package.json b/package.json
index 46430f6e..f8f3ce0a 100644
--- a/package.json
+++ b/package.json
@@ -69,6 +69,21 @@
                 "type": "text",
                 "default": "Don't miss out on the latest news. Sign up now to get access to the library of members-only articles."
             },
+            "cta_paid_title": {
+                "type": "text",
+                "default": "Read this full post with a subscription to Sludge",
+                "description": "Shown below free preview of paid-only posts & pages"
+            },
+            "cta_free_title": {
+                "type": "text",
+                "default": "Get this full story for free",
+                "description": "Shown below free preview of free but members-only posts & pages"
+            },
+            "cta_lede": {
+                "type": "text",
+                "default": "Subscribers get our new stories over email the moment they’re published.",
+                "description": "Body of paywall, above signup/login buttons"
+            },
             "footer_text": {
                 "type": "text"
             },
diff --git a/partials/content-cta.hbs b/partials/content-cta.hbs
index d1f0594f..4dd46033 100644
--- a/partials/content-cta.hbs
+++ b/partials/content-cta.hbs
@@ -2,20 +2,20 @@
 <aside class="gh-post-upgrade-cta">
     <div class="gh-post-upgrade-cta-content" style="background-color: {{@site.accent_color}}">
         {{#has visibility="paid"}}
-            <h2>This {{#is "page"}}page{{else}}post{{/is}} is for paying subscribers only</h2>
+            <h2>{{@custom.cta_paid_title}}</h2>
         {{/has}}
         {{#has visibility="members"}}
-            <h2>Get this full story for free</h2>
+            <h2>{{@custom.cta_free_title}}</h2>
         {{/has}}
         {{#has visibility="tiers"}}
             <h2>This {{#is "page"}}page{{else}}post{{/is}} is for subscribers on the {{tiers}} only </h2>
         {{/has}}
         {{#if @member}}
-            <a class="gh-btn" data-portal="account/plans" style="color:{{@site.accent_color}}">Upgrade your account</a>
+            <a class="gh-btn" data-portal="account/plans" style="color:{{@site.accent_color}}">Upgrade your subscription</a>
         {{else}}
-            <p>Subscribers get our new stories over email the moment they’re published.</p>
+            <p>{{@custom.cta_lede}}</p>
             <a class="gh-btn" data-portal="signup" style="color:{{@site.accent_color}}">Subscribe now</a>
-            <p><small>Already have an account? <a data-portal="signin">Sign in</a></small></p>
+            <p><small>Already a member? <a data-portal="signin">Sign in</a></small></p>
         {{/if}}
     </div>
 </aside>
\ No newline at end of file