The one million dollar question we're answering today is:
How many call-to-action buttons should you put in your (home)page banner?
And I bet the answers are going to surprise you.
1. Zero CTAs
Yes, you heard it right. Most likely your page doesn't need any CTA button in the banner at all.
Why? Because your visitors may click on it.
"Ehm... But isn't it great news?"
It depends on whether a prospect will click on this button because they're ready to take that action. Or because... "oh look, a button, I wonder what it does!" (You'd be surprised how many people older than 5 still do that).
So, if you need your prospects to read your page first...
(you know, the page you spent hours on, trying to craft the most compelling argument to persuade them to buy)
...if there's literally no valid reason for a prospect who just opened your page to click on a button
Don't 👏 Put 👏 Any 👏 CTA buttons 👏 In 👏 Your 👏 Banner 👏
"Ok, but what would qualify as a valid reason to put a CTA button in the banner?"
Glad you asked.
2. One CTA
A valid reason for a CTA button in the banner: you're ok with your prospects not reading past your banner text before they go to another page.
Meaning, if the banner text provides enough info for a prospect to know all they need to know before they can take the action you're asking them to take.
- "View services" (for a service provider)
- "Start your free trial" (for a Saas)
- "Download your ebook" / Take the quiz, etc. (if the banner text provides enough info on the lead magnet)
Here's how I do it on my homepage.