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.
- Put key CTAs front and center
- Don’t hide key CTAs below the fold
- Don’t let key CTAs get lost in a sea of content
- Give key CTAs a high contrast design
- Limit the number of CTAs on the page
Make the key CTA stand out
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.
Example: Segment’s homepage
When the prospect lands on the page, the key CTA (“Get a demo”) is obvious at glance.
- Above the fold, the key CTA is presented in two different ways with varying contrasts against the background.
- Other CTAs (“Create a free account” and “Log in”) are presented less prominently to avoid distraction.
- As the prospect scrolls, the navbar CTA remains sticky and pops against the background color.
- Below the fold, the page provides more info, but no other CTAs distract from the key CTA.
Consider keeping the key CTA sticky
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.
Example: Clearbit’s homepage
The main objective of this page is to drive prospects to request a demo.
- The only prominent CTAs (“Get started”) both point to a request demo form at the bottom of the page.
- As you scroll, the navbar CTA remains sticky, allowing prospects to click it from anywhere on the page.
Consider repeating the key CTA
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:
- Have the CTA at the top and the bottom
- Repeat the CTA every other “visible” section of the page as they scroll
You could also try having the repeat CTAs:
- Be identical in appearance and verbiage
- Have unique appearance but the same verbiage
- Have unique verbiage but the same appearance
- Have both a unique appearance and verbiage
Example: Asana’s homepage
The main objective of this page is to drive prospects to sign up for a free trial.
- 2 key CTAs above the fold highlight this objective and make it obvious to prospects scanning the page.
- The navbar containing a key CTA remains sticky, keeping the objective present at all times.
- At the bottom of the page, the key CTA is repeated as a reminder.