By Anthony Cicirello
Three buttons, three directions, zero conversions
A page with “Call Now,” “Get a Quote,” “Download Our Brochure,” “Follow Us on Instagram,” and “Subscribe to Our Newsletter” isn’t giving visitors options, it’s giving them decision paralysis. Most of them choose the hidden sixth option: leave.
Pick the one thing you want them to do
For a service page, it’s almost always “call” or “fill out the form.” Everything else is a distraction from that primary action. Not wrong on its own, just wrong on this page.
Where secondary CTAs belong
Blog posts can point at a newsletter signup. The about page can link to social. A resource page can offer a download. Each page gets one primary action, and that action matches the intent of the person who landed there.
The move:
Open your highest-traffic page right now and count the number of competing actions. If there’s more than one primary button, you’re splitting your own conversion rate. Pick the winner, demote the rest. That’s it.
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