Why One CTA Per Page Converts Better
TL;DR:
- Multiple CTAs on one page confuse visitors and reduce conversion rates
- A single, focused CTA makes it easier for users to take action
- Don't mix sign-up forms, downloads, bookings, and social follows on the same page
- Use different pages or journey stages for different CTAs
- Strong main offers work better when they're not competing for attention
When you put multiple calls to action on one page, you're asking visitors to make too many decisions at once. Should they sign up for your newsletter? Download your guide? Book a call? Follow you on social media? This creates decision paralysis, where people get overwhelmed and do nothing instead.
The Problem with Multiple CTAs
Think about it from your visitor's perspective. They've just landed on your page, they're still figuring out what you offer, and suddenly they're faced with four different buttons asking them to commit to something. It's like walking into a restaurant and having the waiter immediately ask if you want the fish, the steak, the pasta, or the salad before you've even looked at the menu.
Multiple CTAs don't just confuse visitors. They also dilute the power of each individual call to action. When everything is competing for attention, nothing stands out as the main thing you want people to do.
How to Choose Your One CTA
Start with your page's main purpose. What's the most important action you want someone to take after reading this specific page? That's your CTA.
If you're trying to build your email list, make that the focus. If you want people to book a consultation, that's your single call to action. If you're selling a product, that buy button should be the star of the show.
Here's how to make it work:
Make it obvious: Your CTA should be the clearest, most prominent element on the page. Use contrast, whitespace, and positioning to make it impossible to miss.
Remove the competition: Take a hard look at your page and remove any other buttons or links that might distract from your main goal.
Test different options: If you're torn between two possible CTAs, test them separately. Don't put both on the page at once.
What About Those Other CTAs?
You don't have to throw away your other calls to action. You just need to give them their own space to shine.
Create a separate landing page for your lead magnet. Put your social media follows in your email signature or at the bottom of blog posts. Use your thank you page to introduce a secondary offer after someone's already taken your main action.
This approach lets each CTA get the attention it deserves instead of fighting for scraps.
The Exception to the Rule
There's one situation where multiple CTAs can work: when they're the same action presented in different ways. For example, you might have a "Get Started" button at the top of your page and another "Sign Up Now" button at the bottom. These are technically two CTAs, but they're both driving toward the same goal.
You can also repeat your main CTA in different locations on longer pages, especially if someone might be ready to take action before they reach the bottom.
FAQs
What if I have multiple important goals for one page?
Pick the most important one for that specific page. You can guide people toward other actions later in their journey with you.
Can I put social media links on a page with a main CTA?
Keep social links small and out of the way. They shouldn't compete with your main action, but they can be there for people who want to find you elsewhere.
What about navigation menus and other site links?
Normal site navigation is fine. We're talking about competing calls to action, not basic website functionality.
How do I know if my single CTA is working?
Track your conversion rates. If more people are taking your desired action compared to when you had multiple CTAs, you're on the right track.
Jargon Buster
CTA (Call to Action): A button, link, or prompt that tells visitors what you want them to do next
Conversion Rate: The percentage of visitors who complete your desired action
Decision Paralysis: When too many choices make it hard to choose anything at all
Landing Page: A standalone page designed to get visitors to take one specific action
Wrap-up
The single CTA rule isn't about limiting your options. It's about making it easier for visitors to say yes to what you're offering. When you remove the confusion and competition, people can focus on whether your main offer is right for them.
A strong offer doesn't need backup dancers. Give it the spotlight it deserves, and you'll see better results from the traffic you're already getting.
Ready to clean up your CTAs and boost your conversions? Join Pixelhaze Academy for step-by-step guidance on optimizing your website for better results.