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Last Edited Time
Jul 2, 2025 04:19 PM
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Platform
Web Design
Category
Design Theory
Topic
CTA
AI summary
Design secondary CTAs to support the primary button by using softer colors, smaller sizes, and clear positioning. Ensure they are complementary and avoid confusion by maintaining a visual hierarchy, with the primary CTA being the most prominent choice for users. Test different approaches to optimize effectiveness.
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How to Design Secondary CTAs That Actually Help Your Primary Button
Learn to design secondary CTAs that support, not overshadow, your primary call to action.
TL;DR: Key Points
- Make your primary and secondary CTAs look clearly different
- Use softer, lighter designs for secondary CTAs so they feel less urgent
- Keep your primary CTA prominent through colour, size, or placement
- Position secondary CTAs away from your main button to avoid confusion
- Balance functionality with simplicity to guide user actions effectively
Why CTA hierarchy matters
Your primary CTA should be the star of the show. It's the action you most want visitors to take (buying your product, signing up for your newsletter, booking a call). Secondary CTAs are the supporting cast. They're useful, but they shouldn't steal the spotlight.
Think of it like a well-designed shop window. Your best product gets prime position and the brightest lighting. Everything else supports that main display without competing for attention.
Make the differences obvious
Your primary CTA needs to shout whilst your secondary CTAs whisper. Here's how to make that happen:
For your primary CTA:
- Use your brand's strongest colour
- Make it larger than other buttons
- Give it the best position on the page
- Use action-focused text
For secondary CTAs:
- Choose softer, muted colours
- Make them smaller
- Use outline or ghost button styles
- Pick less urgent wording
For example, if your primary button says "Start Your Free Trial" in bright blue, your secondary might say "Learn More" in a subtle grey outline.
Where to put secondary CTAs
Position matters more than you might think. Place secondary CTAs too close to your primary button and you'll confuse visitors. Too far away and they become pointless.
Good placement options:
- In the header or navigation
- At the bottom of sections
- In sidebars or less prominent areas
- After the primary CTA has been seen
Avoid these spots:
- Right next to your primary CTA
- In the hero section competing for attention
- Anywhere that breaks the natural flow to your main action
Make them complementary, not competitive
Secondary CTAs should feel like helpful extras, not alternatives to your main goal. They work best when they support the user's journey rather than derail it.
Smart secondary CTA examples:
- "Download the guide" when your primary is "Book a consultation"
- "View pricing" when your primary is "Start free trial"
- "Contact sales" when your primary is "Sign up now"
Avoid these combinations:
- "Buy now" and "Get quote" (too similar)
- Two buttons with the same importance
- Secondary CTAs that contradict your main message
Pixelhaze Tip: Test your CTA setup with real users. Watch how they interact with your page. If they're clicking secondary CTAs more than your primary, something's wrong with your hierarchy.
Common mistakes to avoid
Making everything equally important
If every button looks the same, nothing stands out. Your visitors will either pick randomly or give up entirely.
Using too many secondary CTAs
More options don't always help. Three or four CTAs maximum per page, with one clear winner.
Forgetting mobile users
On smaller screens, button hierarchy becomes even more important. Make sure your primary CTA is still obviously the main choice.
Not testing different approaches
What works for one audience might not work for another. Try different colour combinations, positions, and wording to see what gets results.
FAQs
How can I make my primary CTA stand out?
Use contrasting colours, make it larger than other buttons, and position it prominently. The key is making it impossible to miss whilst keeping secondary options subtle.
Why should secondary CTAs look less important?
Because they are less important for your main business goal. Making them lighter and more optional helps visitors focus on what you most want them to do.
Should I put secondary CTAs near my primary button?
Generally no. Keep some distance between them to avoid confusion and maintain a clear action hierarchy for your visitors.
Jargon Buster
- CTA (Call-to-Action): A button or link that encourages users to take a specific action
- Hierarchy: Arranging design elements to show their order of importance
- Visual differentiation: Using different colours, sizes, or styles to distinguish between page elements
Getting it right
Good secondary CTA design is about restraint. Your primary button should feel like the obvious choice, with secondary options available for visitors who need them without getting in the way.
Focus on clear visual hierarchy and smart positioning. When done right, secondary CTAs actually strengthen your primary action by giving visitors confidence they're making the right choice.