Calls to Action
How many calls to action should be on the page?
One action, repeated as many times as the page is long. The distinction matters: several buttons all pointing to the same next step is good, several competing actions is a leak. If your page offers a call, a download, and a newsletter, you've split your own traffic three ways.
Next moves
- Name the outcome on the button, not the action. Not Submit. What they get.
- Reduce what you ask for at the first step. Trade depth for entry.
- Say what happens next. Uncertainty is friction.
Bring your current CTA and the step after it. Most of the leak lives in that handoff.