One CTA per page. Focus is everything. Don't confuse visitors with options.
You've heard this advice. It's repeated so often it's become conventional wisdom. And like much conventional wisdom, it's partially true and partially misleading.
The real answer is more nuanced. The right CTA strategy depends on your offer, page length, and visitor readiness. This guide covers when single-CTA pages outperform, when multiple CTAs make sense, and how to implement either strategy effectively.
The Case for a Single CTA
The single-CTA philosophy is built on sound psychology:
Paradox of Choice
Research from Columbia Business School consistently shows that more options can reduce decisions. When visitors face multiple choices, they may choose none at all.
A single, clear CTA removes decision friction. There's one obvious next step.
Message Clarity
With one CTA, your entire page points toward one action. Every element supports one goal. This creates message coherence that's harder to achieve with multiple options.
Conversion Attribution
Single CTAs make measurement clean. You know exactly what success looks like and can optimize accordingly.
When Single CTA Works Best
Simple offers with one logical action:
- "Start Free Trial"
- "Download the Guide"
- "Book a Demo"
High-intent, ready-to-convert traffic: Visitors who arrived ready to act don't need alternatives. They need a clear path.
Short landing pages: On a page that fits in one or two screens, multiple CTAs can feel pushy and cluttered.
Binary decisions: Either they want it or they don't. Alternative CTAs just create confusion.
The Case for Multiple CTAs
But single-CTA advice oversimplifies reality:
Visitors Aren't Equally Ready
Some visitors arrive ready to buy. Others need more information. A page optimized only for the ready ones loses everyone else.
Long Pages Need Multiple Touchpoints
On a long-form landing page, a visitor might be convinced after the features section or after the testimonials. Having only one CTA at the bottom means they'd have to scroll down to find it - or scroll back up.
Different Actions Serve Different Needs
"Book a Demo" might be right for some visitors. "Watch a 2-Minute Video" might be right for others. Both can move people toward conversion.
When Multiple CTAs Work Best
Long-form landing pages: Visitors shouldn't have to hunt for the conversion opportunity. CTAs at multiple scroll points catch people when they're ready.
Mixed traffic with varying readiness: When traffic includes both hot and cold visitors, different CTA options serve different needs.
Complex sales cycles: Sometimes visitors need intermediate steps before the primary conversion.
The Optimal Approach: Primary CTA + Strategic Repetition
Most high-converting landing pages use a middle path:
One Primary Action, Multiple Placements
There's one thing you want visitors to do. But that CTA appears multiple times:
- In the hero section
- After major content sections
- At the bottom of the page
This maintains focus while providing multiple conversion opportunities.
Example Structure
Hero Section
├── Primary CTA: "Start Free Trial"
Features Section
├── [content]
├── Primary CTA: "Start Free Trial"
Social Proof Section
├── [content]
├── Primary CTA: "Start Free Trial"
Final Section
├── Summary of value
├── Primary CTA: "Start Free Trial"
Same action, multiple touchpoints. Focus is maintained.
Adding a Secondary CTA
Sometimes a secondary CTA increases total conversions without hurting primary conversions.
When Secondary CTAs Help
Lower-commitment alternative: For visitors not ready for the primary action, a lower-commitment option captures them rather than losing them.
| Primary CTA | Secondary CTA |
|---|---|
| Book a Demo | Watch a Video |
| Buy Now | Start Free Trial |
| Start Free Trial | See How It Works |
| Contact Sales | Download Pricing Guide |
Information-seekers: Some visitors need more before deciding. A secondary CTA keeps them engaged rather than leaving.
Multi-stakeholder situations: The person researching might not be the decision-maker. Secondary CTAs (like "Send to Colleague" or "Download Summary") can facilitate broader involvement.
How to Implement Secondary CTAs
Visual hierarchy matters: Primary CTA should be visually dominant. Secondary CTA should be clearly secondary - smaller, less colorful, or text-link style.
Positioning: Secondary CTAs typically appear:
- Below the primary CTA
- At the bottom of the page
- In a "not ready yet?" section
Example:
[Start Free Trial] ← Primary (button, high contrast)
or
Watch a 2-minute demo ← Secondary (text link, lower emphasis)
Avoid False Choices
Bad secondary CTAs create decision paralysis rather than capturing undecided visitors.
Problematic: "Buy Now" OR "Get a Quote" These feel like equivalent options, creating confusion.
Better: "Buy Now" with "Need help deciding? Schedule a call" below Clear primary with genuinely helpful secondary.
CTA Copy Best Practices
Whether you use one CTA or several, copy matters.
Action-Oriented Language
CTAs should start with verbs that describe the action:
- Start
- Get
- Download
- Book
- Try
- See
Weak: "Free Trial" Strong: "Start Your Free Trial"
Outcome-Focused When Possible
Even better than action-oriented is outcome-oriented:
Action-oriented: "Sign Up" Outcome-oriented: "Get Instant Access"
Action-oriented: "Book Demo" Outcome-oriented: "See It In Action"
Specificity Over Generic
Generic CTAs miss opportunities to reinforce value:
Generic: "Submit" Specific: "Get Your Free Report"
Generic: "Learn More" Specific: "See Pricing Options"
Reducing Risk in CTA Copy
For higher-friction CTAs, reducing perceived risk in the copy helps:
Risk words to include:
- Free
- No credit card required
- Cancel anytime
- No obligation
- Instant
"Start Free Trial - No Credit Card Required" converts better than "Start Free Trial."
CTA Design Principles
Visual Prominence
CTAs must be immediately visible. They should stand out from surrounding content through:
- Color: High contrast with the page background
- Size: Large enough to be noticed and clicked
- Space: Surrounded by whitespace, not cramped
Button vs. Link
Buttons work better for primary CTAs - they're more visually prominent and feel more actionable.
Text links work for secondary CTAs - they're present but don't compete with the primary.
Touch Target Size
On mobile, CTA buttons should be at least 44x44 pixels for easy tapping. Larger is better.
Position
Above the fold: Always include a CTA visible without scrolling After content sections: Catch visitors when they're convinced At the bottom: Final opportunity
CTA Placement by Page Section
Hero Section CTA
Always include a CTA in your hero section. Visitors ready to convert should never have to scroll.
Position: Below the headline/subheadline or alongside the hero image Style: Button, primary visual emphasis Copy: Your primary action
Mid-Page CTAs
For longer pages, repeat the CTA after major sections:
- After the features/benefits section
- After social proof
- After comparison or objection-handling sections
These catch visitors at natural decision points.
Style: Can be button or button + supporting text Copy: Same as primary or slight variation emphasizing the preceding section
Final CTA Section
The bottom of the page deserves its own CTA section:
- Summarizes value proposition
- Addresses final hesitations
- Presents primary and optional secondary CTA
- Often includes urgency if appropriate and genuine
Testing CTA Strategy
What to Test
CTA quantity: Test pages with different numbers of CTA placements. More isn't always better.
CTA copy: Test action-oriented vs. outcome-oriented. Test with and without risk reducers.
Secondary CTA impact: Test adding a secondary CTA. Watch whether it increases total conversions or just cannibalizes the primary.
Button design: Test colors, sizes, and shapes. Small changes can produce meaningful differences.
How to Measure
For single CTA: Track click-through rate and conversion rate.
For multiple CTAs: Track each CTA separately to understand which placements and copy perform best.
For primary + secondary: Track both. Success means primary conversions stay stable while secondary adds incremental conversions.
Common CTA Mistakes
Competing CTAs
Multiple CTAs of equal visual weight create confusion. If visitors can't tell which is the primary action, they may take neither.
Always establish clear hierarchy if using multiple CTAs.
Hidden CTAs
CTAs buried in content, below heavy images, or in low-contrast colors don't convert. CTAs must be visible and obvious.
Friction-Adding Copy
CTAs that highlight commitment rather than value:
- "Submit Your Information"
- "Join Our Database"
- "Create an Account"
Better:
- "Get Your Free Guide"
- "Join 10,000+ Marketers"
- "Start Your Trial"
Generic Copy
"Submit" and "Learn More" miss opportunities to reinforce value and clarify the action.
Mobile Neglect
CTAs that work on desktop may be too small, positioned poorly, or hard to tap on mobile. Test on real devices.
CTA Audit Checklist
Visibility:
- CTA in hero section visible without scrolling
- CTA stands out visually from surrounding content
- CTA placement at natural decision points
- CTA visible and accessible on mobile
Copy:
- Starts with action verb
- Specific to the offer (not generic)
- Includes risk reducers if appropriate
- Aligned with visitor intent
Hierarchy:
- Primary CTA is clearly dominant
- Secondary CTA (if present) is visually subordinate
- No competing equal-weight options
Design:
- High contrast with background
- Adequate size for clicking/tapping
- Sufficient whitespace around button
- Button style for primary, link style for secondary
The Bottom Line
The single-CTA rule is a useful starting point, not an absolute law.
For most landing pages, the optimal approach is one primary action repeated at multiple points throughout the page. This maintains focus while providing conversion opportunities wherever visitors become ready.
Secondary CTAs can increase total conversions when used strategically - offering lower-commitment alternatives to visitors not ready for the primary action. But they must be clearly secondary to avoid creating confusion.
Whatever approach you choose, prioritize:
- Clear visual hierarchy
- Action-oriented, specific copy
- Prominent placement
- Mobile-friendly design
Test to find what works for your specific audience and offer. The goal isn't adhering to a rule - it's maximizing conversions.
Not sure if your CTAs are optimized? Book a free CRO audit and we'll analyze your CTA placement, copy, and design to identify specific improvements for higher conversion rates.
