CTA hierarchy that converts
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One filled button should own the money path. Equal-weight “Start free” and “Talk to sales” split paid clicks before the offer lands. Hierarchy means the primary verb matches the next real step, and every other path is a text link or ghost. See the sample dual-CTA wireframe, then run your public URL.
What good looks like
- One filled primary above the fold; sales, docs, or “learn more” are text or ghost.
- Verb = next real step. “Get my free grade” only if that is the path; “Book demo” only if a calendar is next. NN/g 3-step CTAs: verb + what happens + why it is worth the tap.
- Same verb on the form submit as on the hero button — the job does not change mid-path.
- One sticky mobile action, with
safe-area-inset, not a dual pill bar clipped by iOS Safari. - Secondary path is findable for high-consideration buyers without competing for the same visual weight.
The sample report scores CTA 4/10 for two filled primaries side by side — the classic paid-traffic split.
Common gotchas
- Two filled pills (“Start free trial” + “Talk to sales”) so neither is the money action.
- “Learn more” or “Get started” as primary for paid traffic — no next step, no commitment.
- Nav CTA matching the hero fill so the page has two “starts” before the offer is read.
- Form submit label disagrees with the hero (“Book a product tour” under “Get your free score”).
- Hover-only or below-the-fold primary on desktop; on a phone the button starts under a second scroll.
- Sticky dual bar that clips under Safari chrome or covers the form errors.
- Three equal cards (Free / Team / Enterprise) each with a filled button and no recommended path.
How SiteRevenue scores it
New full jobs emit CTA on the scorecard (0–10, higher = healthier — not “more friction”). Engine key cta_friction still drives letter-grade math. Older jobs stay omit-safe and may say CTA Friction.
The sample scores CTA 4/10 for two filled primaries side by side. Catalog-style findings you may see include dual primary CTAs or a buried primary. On a product page the commit can be Add to cart, Start trial, or Subscribe — a mid-page checkout link is buried, not missing. The free teaser lists titles only; the $19 page file adds the scorecard, page captures, and the “Fix these 3 this week” action box. Competing CTAs across later public URLs deserve their own page grade.
See How to read a revenue audit for letter grade vs leak score (on a live report, higher leak score = more leaks).
Ship this week
| Change | Effort | Why |
|---|---|---|
| One filled primary; demote sales to a text link | S (~15 min) | Stops the fold from splitting intent |
| Match form submit + hero verb to the real next step | S | Removes mid-path bait-and-switch |
| Single mobile sticky primary; respect safe-area inset | M (1–2 hr) | Phone paid clicks can actually tap the money path |
| Demote nav “Get started” to outline if the hero already owns it | S | One start, not two |
Do this before rewriting the whole brand system. Then re-audit after the public page is live.
Related guides
- Conversion leak checklist — CTA items 4–6
- Hero clarity — the promise that CTA must finish
- Message match — ad job vs button label
- Form friction — submit label and fields
- Mobile conversion — sticky bar + fold
- What is a website revenue audit?
- All guides
Start with a free grade
Paste your public landing URL on the home page. Compare the fold to the sample dual-CTA wireframe. Page file is $19. Pricing.