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Craft··4 min read

One call to action per page

Give people five things to do and they'll do none. Decide the one action a page is for, and remove the competition.

A desktop screen reading 'do more' on a tidy desk

A page that asks for five things — buy, subscribe, follow, share, read more — gets less of all of them. Every extra choice dilutes the one that matters and gives a hesitant visitor an easy way to do nothing at all.

Choose the one job

Before you build a page, decide the single action you most want from it. Everything on the page either serves that action or competes with it. The competitors — however nice — should go, or at least shrink out of the way.

Repeat it, don't multiply it

Wanting the button seen more? Repeat the same call to action down the page, not five different ones. One clear ask, stated more than once, beats a scatter of options every time.

Run all of this from one link.

Free to start — no card required.