Inline CTAs Get Better Results Than Hero Banners
TL;DR:
- Hero banners suffer from "banner blindness" – users ignore them like ads
- Inline CTAs placed within content get more engagement and conversions
- Context matters – CTAs work better when they relate to what users are reading
- Simple design and clear messaging make inline CTAs more effective
- Test different placements to find what works for your audience
Large hero banners used to be the go-to method for grabbing attention on websites. Now they're often ignored completely. Users have developed "banner blindness" and skip over these large elements, especially when they look like advertisements.
The solution? Inline CTAs that sit naturally within your content.
Why Hero Banners Fail
Hero banners create a disconnect between what users want and what you're offering. When someone lands on your page, they're looking for information. A massive banner asking them to "Get Started" or "Learn More" feels premature.
Users have trained themselves to scroll past these elements to get to the actual content. It's the same mental filter they use to ignore display ads on other websites.
How Inline CTAs Work Better
Inline CTAs appear within your content where users are already engaged and reading. Instead of interrupting their experience, these CTAs offer relevant next steps based on what they've just consumed.
Placement Strategy
Put your inline CTAs after you've provided value. If you're explaining a problem your service solves, place the CTA after you've outlined the solution. The user has context for why they might want to take action.
Good spots for inline CTAs include:
- After explaining a key benefit
- Following a case study or example
- At the end of a section that addresses common concerns
- After providing useful tips or insights
Design Approach
Keep inline CTAs simple but noticeable. Use contrasting colours to make them stand out from your body text, but don't make them so bold they feel like ads.
The messaging should be specific to the content around it. Instead of generic "Learn More" buttons, use text that connects to what the user just read: "See how this applies to your website" or "Get the template we mentioned."
Testing What Works
Different audiences respond to different approaches. Test various placements within your content to see what generates the best results.
Try placing CTAs:
- Early in your content (after the first key point)
- In the middle (after you've built some trust)
- At the end (when users have consumed everything)
- Multiple times throughout longer pieces
Track which positions get the most clicks and conversions. You might find that shorter content works better with one CTA, while longer pieces benefit from multiple inline options.
Common Mistakes to Avoid
Don't overdo it with too many CTAs. If every paragraph ends with a button, users will start ignoring them all.
Avoid CTAs that don't match your content. If you're writing about design principles, don't randomly insert a CTA about pricing. Keep everything connected and relevant.
Make sure your CTAs work on mobile devices. Test how they look and function on smaller screens where space is limited.
FAQs
Do inline CTAs work for all types of websites?
They're effective across most industries, but you'll need to adapt them to your content style and audience. Service-based businesses often see great results, while e-commerce sites might need different approaches.
How many inline CTAs should I include?
Start with one or two per page and test from there. Long-form content can handle more CTAs than shorter pages, but quality matters more than quantity.
Should I remove my hero banner completely?
Not necessarily. You can keep a simple hero section for branding and navigation, but don't rely on it as your primary conversion tool.
Jargon Buster
Inline CTAs – Call-to-action buttons or links placed within your content rather than in separate banner sections
Banner blindness – The tendency for users to ignore banner-like elements on websites, even when they contain important information
Conversion rate – The percentage of visitors who complete a desired action on your website
Wrap-up
Inline CTAs work because they meet users where they are in their decision-making process. Instead of asking for action before providing value, they offer relevant next steps after you've earned some trust.
The shift away from hero banners reflects a broader change in how people browse websites. Users want information first, sales pitches second. Inline CTAs respect this preference while still driving conversions.
Start by adding one inline CTA to your most important pages. Test different positions and messaging to see what resonates with your audience.
Ready to improve your website's conversion strategy? Join Pixelhaze Academy to learn more techniques that actually work.