Design Effective CTAs Main vs Secondary Buttons
TL;DR:
- Your main CTA should be the most eye-catching element on the page
- Secondary CTAs need to look less important so they don't compete for attention
- Use different colours, sizes, and placement to create a clear visual hierarchy
- This approach guides visitors towards your primary goal while offering alternatives
When you're designing a webpage, your calls to action need to work together, not against each other. Your main CTA is the action you most want people to take. Your secondary CTAs are the backup options.
Getting Your Primary CTA Right
Your primary CTA should dominate the visual space. Make it bold, bright, and impossible to miss. Think contrasting colours, generous button size, and prime real estate on your page. This button represents your main business goal, whether that's making a sale, getting a signup, or booking a consultation.
The key is making this button feel urgent and important. If everything on your page looks equally important, nothing actually is.
Styling Secondary CTAs
Secondary CTAs serve a different purpose. They're for visitors who aren't ready for your main offer but might engage with something smaller. Maybe they want to learn more, download a guide, or follow you on social media.
These buttons should look deliberately less important:
- Use muted colours or outline styles instead of solid fills
- Make them smaller than your primary CTA
- Position them away from the main focal points
- Consider using text links instead of buttons
The goal is to make secondary actions feel optional rather than essential.
Creating Visual Hierarchy
Visual hierarchy is about training your visitor's eye to move through your page in the right order. Your primary CTA should catch attention first, then secondary options become visible as backup choices.
This works because people scan pages in predictable patterns. They notice the biggest, brightest elements first, then work their way down to smaller details. Use this behaviour to your advantage.
A common mistake is making everything equally prominent because you're worried people will miss something. This actually makes your page less effective because visitors get overwhelmed and leave rather than choose.
Placement Strategy
Where you put your CTAs matters as much as how they look. Your primary CTA should sit in the natural flow of your content, appearing after you've made your case but before people lose interest.
Secondary CTAs work well in the sidebar, footer, or as smaller buttons that appear after your main content. They should feel like helpful additions rather than competing demands for attention.
FAQs
Why should secondary CTAs be less prominent?
When everything looks equally important, visitors can't tell what you actually want them to do. Making secondary CTAs less prominent reduces decision fatigue and increases the chances people will take your preferred action.
How can visual hierarchy improve CTA effectiveness?
Clear hierarchy guides people through your page in the right order. They see your main message first, then your primary CTA, then secondary options. This creates a logical flow that feels natural rather than pushy.
What are the best practices for secondary CTA placement?
Put secondary CTAs where they support rather than compete with your main goal. Good spots include below your primary CTA, in the sidebar, or at the end of your content as a gentle alternative.
Jargon Buster
CTA (Call to Action): A button or link that tells visitors what to do next, like "Buy Now" or "Get Started"
Visual Hierarchy: Arranging page elements so the most important things catch attention first
Prominent: Standing out visually through size, colour, or placement
Wrap-up
Effective CTA design isn't about making everything loud and attention-grabbing. It's about creating a clear path for your visitors, with obvious primary actions and subtle secondary options. This approach reduces confusion, improves user experience, and ultimately gets you better results.
The best websites feel effortless to navigate because the designer has done the hard work of prioritising what matters most.
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