When prospects arrive on a page, you want them to take one or more desired actions. Of those actions, reflect on what the main objective(s) is for that page. You want to make the desired path to that objective obvious. Create a natural flow for the prospect, like waypoints in a GPS app, to these key CTAs. You can provide information and engagement opportunities along the path, but the objective should be clear.
You want to avoid letting key CTAs blend in with other CTAs and the page itself due to poor contrast or due to design choices. Make the key CTAs pop so that the prospect can casually glance at the page and the CTA is what their eyes are drawn to. When the prospect is ready to engage, they know exactly where and how to do so.
When the prospect lands on the page, the key CTA (“Get a demo”) is obvious at glance.
One way you can keep your key CTA prominently featured is to have it remain present as the prospect scrolls down the page. You might have the CTA float, like a widget, or be part of the navbar.
The main objective of this page is to drive prospects to request a demo.
Another approach is to have the CTA repeated on the page, almost like a reminder to the prospect as they scroll.
Depending on your page’s length, you might:
You could also try having the repeat CTAs:
The main objective of this page is to drive prospects to sign up for a free trial.
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