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Ever landed on a website and felt pulled in five different directions? Maybe there’s a “Buy Now,” a “Subscribe,” a “Learn More,” and ten social media icons all vying for your click – it can be overwhelming!

💡This week’s 80/20 Rule - Give each page one clear call-to-action.

In other words, focus your visitor’s attention on the single most important thing you want them to do. Let’s break down what the 80/20 CTA rule is and how to use it.

Spoiler: it’s about doing less so your users do more.

🧠 When you tell your customers exactly what to do—and don’t distract them with too many choices—they’re more likely to do it.

When people face too many options, they often choose nothing. Psychologists call it “choice overload,” and a famous study proved it with jam samples at a supermarket. Shoppers presented with 24 flavors were 10 times less likely to buy jam than those offered only 6 flavors.

In other words, more choice seemed more enticing—but it actually paralyzed action.

The same thing happens on your website: if you present visitors with a buffet of buttons and links, there’s a good chance they’ll get confused or distracted and leave without doing anything.

Fewer options = less confusion.

By giving your page a single, crystal-clear CTA, you guide visitors down one focused path instead of splitting their attention.

One marketing experiment showed a 357% increase in client leads by switching from multiple buttons to a simplified contact form. That’s not a typo—triple-digit improvement from a single change.

This has also been proven in eCommerce. A Scandinavian e-commerce site simplified their cart page from nine different calls-to-action down to one, which boosted conversions by 11.4%—an improvement worth over $100,000 per year in added sales. The buttons they removed included things like signing up for the newsletter or liking them on Facebook. The one they focused on? Checkout.

Simplifying your pages to one CTA works with how our brains are wired. It cuts through indecision and shiny-object syndrome—especially for first-time visitors.

The result? More people clicking that one button, signing up, calling you, or doing whatever your main goal is.

Plenty of successful companies—big and small—design their pages around this powerful call-to-action rule. Here are a few well-known examples and what they do right:

📦 Dropbox – Visit Dropbox’s homepage and you’ll see a clean design with lots of white space and one blue button that says something like “Find the plan for you.” That blue CTA (which also reinforces Dropbox’s brand color) pops against the minimalist background, guiding your eye right to it.

🛍 Shopify – This massive e-commerce platform often has a single primary CTA on their pages (like “Start free trial”) and designs everything around it, using color and contrast so that the main button is impossible to miss. Any secondary options (like “Learn more” links) are present but toned down, so your eyes know exactly what the most important action is.

📧 Mailchimp – This email marketing company is known for its clean, friendly design—and that includes having a primary CTA front and center. Over the years, Mailchimp’s homepage has remained minimalist and focused, usually featuring a big “Sign Up Free” button as the star of the show. Almost everyone’s attention goes straight to the headline and that CTA. Mailchimp proves that even as you grow, keeping a clutter-free page with one obvious action is great for guiding new visitors (in their case, to create an account).

These companies may have different products and audiences, but they all follow the one-CTA-per-page rule. The result is a user experience where you never feel lost or unsure about what to do next.

It’s a good lesson: even with all their resources, these successful businesses don’t try to bombard you with choices. They pick one primary goal for each page and design everything to support it.

Ready to put the one-CTA rule into action? Whether you offer services or sell products, here’s how you can implement this rule on your own website:

Determine the #1 thing you want visitors to do on your site.

If you’re a consultant, maybe it’s “Schedule a Free Consultation.” If you’re a local service provider, it might be “Request a Quote” or “Call Now.” Make that action ridiculously obvious on your homepage and landing pages.

For example, your homepage banner could be a friendly headline and a big button that says “Book My Free Consultation”—and nothing else competing with it. Move secondary actions (like “Learn more about our services” or social media links) to less prominent areas or separate pages. You can still have a menu, but keep the page’s focus on that one button.

Many website builders offer templates with a single clear CTA section—those are a great starting point.

The key is to guide the visitor: for instance, a photographer’s site might feature one gallery image and a “Get Pricing” CTA, rather than a full portfolio and multiple buttons. Think simple, think focused.

You might be thinking, “I have lots of products, I need lots of buttons!”

It’s true that your store will have multiple product pages, but you can still apply the single-CTA principle on key pages.

Homepage: Instead of showcasing 10 different things with equal priority, choose one primary promotion or product to highlight. For example, feature your best-seller or a seasonal sale with a bold “Shop Now” button that leads into that shopping experience.
Other categories can be linked in the navigation or a subtle secondary section, but don’t give them equal billing as your main CTA.

Product Pages: The primary CTA is usually “Add to Cart,” so make sure nothing else on the page competes with that—keep the layout clean so the add-to-cart stands out. For example, skip those extra banners or unrelated product recommendations near the button.

Many modern e-commerce themes are built to emphasize the buy button—lean into that!

Campaigns & Checkout: If you’re running a special campaign, consider creating a dedicated landing page with one CTA that drives a single action, like signing up for a pre-launch or checking out a specific product.

For cart and checkout pages, remove any sidebar promos or menu items that could distract a buyer. You want the user to either complete the purchase or go back—nothing else. Simplifying these flows can seriously reduce drop-off.

No matter your business type, a good exercise is to audit each page on your site and ask: “What’s the one thing I want a visitor to do here?”

If you have pages where the answer is unclear—or there are two or three competing answers—consider a redesign or split them into separate pages. It might feel strange to cut down options at first, but remember, you’re not taking away useful info—you’re just organizing it into different steps.

To recap, here are the steps to apply the 80/20 Call-To-Action rule to your site:

1️⃣ Choose one primary CTA for each page.

Decide the single most important action you want users to take on that page (buy, sign up, contact you, etc.). Design the page around that goal and define it clearly in one button or link.

2️⃣ Remove or tone down other choices.

Remove extra buttons, links, or offers that don’t support the main CTA. If something isn’t directly helping guide the user to the primary action, consider moving it elsewhere. Simplify the navigation if needed so it doesn’t pull eyes away from your CTA.

Remember: one page, one purpose.

3️⃣ Make the CTA obvious and attractive.

Use design to your advantage—a big, high-contrast button with compelling text placed in a prominent spot. Ensure the wording is clear (“Buy XYZ,” “Join for Free,” “Contact Us”) and aligns with what the visitor expects. On mobile, make sure that button is front and center on small screens too. Roll out the red carpet for your CTA—your users will thank you.

🔁 Bonus tip: After making these changes, keep an eye on your analytics. You should see a bump in whatever metric that CTA represents—more form fills, signups, purchases, etc. If not, tweak the wording or design and test again.

Conversion optimization is an ongoing process, but simplifying your call-to-actions is one of the highest-impact rules you can make.

For this week’s website review, let’s look at KeyNest. KeyNest provides smart key exchange and management solutions for various clients, including Airbnb hosts, serviced apartment operators, estate agents, and social housing providers. They offer a global network of physical KeyNest Points for 24/7 key access and KeyNest Cloud software for key tracking.

💡 The Good

Problem/Solution Approach for Use Cases: The "Use cases" section effectively highlights common problems faced by different user groups (e.g., Airbnb hosts, Estate agents) and positions KeyNest as the ideal solution.

Global Presence Display: The prominent display of countries where KeyNest operates effectively communicates its international reach and service availability.

Detailed Software Information: The website details its key management software, KeyNest Cloud, highlighting practical features like real-time key tracking and automated reminders for overdue keys.

Mobile Responsiveness: The clean layout and use of icons suggest a design that is mobile-friendly.

🔧 Suggestion:

More Visuals for KeyNest Cloud: The KeyNest Cloud software product could benefit from more illustrative visuals or screenshots on the homepage to better explain its app-based solution and interface.

Prominent Video Content: While "Watch video" links exist, making a short introductory video more prominent on the homepage could quickly explain the service to visual learners and improve understanding.

Increased Live Chat Prominence: Although a chat option is available, making it more visually prominent or proactive (e.g., a small pop-up after a user has been on the page for a certain time) could encourage more immediate inquiries.

Have a website you want reviewed?

Reply and let us know—we’d love to take a look!

Why Giving Too Many Choices Could Be Hurting Your Conversions

Is Too Much Choice Killing Your Conversion Rates?

Customer Choice and Conversion: Less Is More

8 Call To Action (CTA) Examples and How Exactly They Work

Seven Call-To-Action Examples From the Pros

See you next time for another simple, high-impact strategy!

The LOGO Editorial Team

Launch your business with a professional AI-powered website. Start for free and instantly create a website tailored to your brand and industry with LOGO.com x Wix.