How should I set up the call to action buttons on my landing page?

We recommend one consistent call to action, with the same button text and the same goal everywhere on the page, so it feels like one offer. Two different calls to action, such as book a demo and also try it live, confuse people and distract from capturing the lead. Two are fine only if one is clearly primary and the other is less visible, such as "see it in action" next to "book a strategy call".

On a landing page you want visitors to make one decision. Remove distracting buttons, links to other pages and unrelated offers such as a free ebook. Lead magnets belong on a different page.

Make the button text say what they get, for example "Get custom signs", "Get my free audit" or "Yes, I want more referrals", instead of the default Submit. Make all buttons the same color, and pick a color from the opposite side of the color wheel to your site so it pops, for example bright orange or yellow buttons on a blue site. Do not make things that are not clickable look like buttons, and fix any button whose text wraps onto two lines.

Some people stop reading halfway, so put a button after each section or use a floating or always visible header button, so visitors never have to hunt for the call to action.