You’ve probably heard the advice that every main page on your website should have one, clear call to action. And it’s good advice - clarity is key. But like most ‘rules’ in marketing, there are exceptions. Sometimes, having just one call to action (CTA) isn’t enough.
Not everyone who visits your website will be ready to book a call, sign up, or get in touch. But if that’s the only obvious next step you give them, the ones who aren’t quite ready won’t necessarily explore the site by themselves - they may just leave without doing anything at all.
That’s where a secondary CTA can be useful - a lower-commitment option for visitors who need a little more time, or a little more context, before they’re ready to take the main action.
A well-placed secondary CTA keeps people on your site longer, builds trust, and pulls them a bit deeper into your brand ecosystem.
Let’s look at where and how it works best.
When a secondary CTA helps
Think of your primary CTA as your main goal - the conversion you really want to happen eventually. The secondary CTA is the backup: still strategic, but designed for people who aren’t quite ready for that main step yet.
Here are some situations where this can make a real difference:
👉🏽 When there are multiple people and steps involved in a sale or conversion.
Say your website’s main goal is to get people to book a demo of your software. Often, the person browsing your site isn’t the final decision maker - they need their manager or CEO to sign off first. In that case, a smart secondary CTA could be ‘Download our 1-page explainer’ - a short PDF that helps them get internal buy-in first.
👉🏽 When you’re offering an expensive, high-ticket service
The higher the investment, the longer people take to decide, even if the first step is booking a free discovery call. Let’s say your main service is a bespoke interior design plan. In this case, a thoughtful secondary CTA could be ‘Join our mailing list for interior design inspiration’. You’re offering a low-key way for the potential client to stay in touch and learn a little more about how you work.
💡 See also: How to optimise your website for micro conversions
👉🏽 When you offer multiple services or have multiple client types
If visitors aren’t sure which of your services suits them, a quiz or interactive tool can help. For example, ‘Take the quiz to find your best-fit service’ or ‘Compare our packages’ helps people self-select, rather than leaving because they’re unsure. It guides them to the right next step and reduces confusion.
👉🏽 When your offer is strategy-led or results-driven
If your service is based on expertise or measurable results (for example coaching, consultancy, or marketing), your visitors will want reassurance that your approach works. In that case, ‘See client results’ or ‘Read our case studies’ makes a strong secondary CTA. It builds credibility through evidence, showing the kind of ROI or transformation clients can expect.
💡See also: Build credibility and drive conversions with Results Snippets
👉🏽 When visitors need more context before acting.
On a homepage, for instance, you might use ‘View our services’ or ‘Compare our packages’ as a secondary CTA alongside your primary CTA button. The secondary CTA helps orient people who are new to you. The primary CTA is for those who are ready to act.
When a secondary CTA can work against you
Adding more than one CTA per page only works if both are clearly distinct and serve different stages of the buyer journey. Otherwise, you risk decision fatigue, where visitors are faced with too many options and end up taking none at all.
Here’s when it’s usually better to stick with one:
| Situation | Why one CTA works better |
|---|---|
| Low-ticket or impulse purchase | The simpler the decision, the faster it happens — a second CTA just distracts from the main action. |
| Dedicated sales or landing pages | Visitors arrive with high intent, so the focus should be laser-sharp on the conversion goal. |
| Short pages with limited content | There’s not enough context to justify two different actions — it’ll only add confusion. |
| When both CTAs lead to similar outcomes | Two buttons saying almost the same thing creates choice paralysis and weakens both. |
If your visitor has to pause and think “Which one should I click?”, that’s a sign you’ve got too many options.
How to make both CTAs work together
If you do use two CTAs on a page, make sure there’s a clear hierarchy.
☑️ Use contrasting but complementary styles. For example, your main CTA as a bold button and your secondary CTA as a text link or outlined button.
☑️ Keep the language clear and action-led, and consistent between the two CTAs.
☑️ Limit yourself to one main and one secondary CTA per page, no more.
☑️ Make sure both are relevant to the page’s intent and the stage of the buyer journey.
As always, testing is great, but make sure you think through the changes you're making and consider whether they're relevant and necessary to your overall website marketing strategy!
Don't have a strategy yet? Take a look at my Strategic Website Cheat Sheet to sense check any changes you're about to make.