Ask where the call to action (CTA) goes on a sales page, and a common answer is to repeat it: once near the top, once in the middle, once at the bottom.
Fine, but that skips where people usually make up their minds. Some readers are ready after the headline. Others won’t budge until they’ve read the refund policy twice. Those are the spots for your CTA. On a long page, there might be four or five of them.
If you want to know how to build a sales page, the placement of CTAs mostly comes down to how long the page is and how many questions it has to answer before someone’s ready to pay.
Short Pages and Long Pages Settle Different Doubts
A short sales page covers the offer and some proof in just a few sections. Think of a $27 template sold to people who already follow you. They know what to expect, so they probably won’t need much convincing. Two CTAs should be enough: one near the top and another at the bottom.
A long sales page needs more sections to answer the questions people have before buying. If you’re selling something worth a few hundred dollars to people who’ve never heard of you, they’ll want proof that it works. Many will also check what happens if they change their minds. You can address those questions in separate sections, with a CTA after each one so readers can buy when they’re ready.
Just don’t ask people to buy before you’ve explained what you’re selling. If your page opens by describing a problem, wait until you’ve introduced the offer before adding another CTA.
Where to Place CTAs on a Short Sales Page
Put your first CTA near the top, just below the headline and a quick line about what you’re offering. Someone who’s ready to buy can do it right there without hunting for a button.
Put the second one at the bottom, after you’ve explained the offer and shown some proof. Readers who want to know more before buying will find it waiting when they’re done.
You usually don’t need a third one in the middle. On a short page, the bottom button is rarely more than a few scrolls away.
Keep that last button close to the price. A coach selling a four-week workshop, for example, could end the page with the dates and price, then the button right below. That way, readers can see the cost before they click.
Where to Repeat CTAs on a Long Sales Page
Keep the “hero button” near the top of the page, then add one after each section that resolves a doubt:
- After the offer breakdown. The reader now knows what they get, so the first repeat goes here.
- After the testimonials or case studies. Proof often moves a skeptical reader closer to a decision.
- After the guarantee or objection section. The last hesitation has just been answered.
- At the very bottom. This button recaps the price and states what happens after the click.
That makes five buttons, counting the one at the top. You can add one more if your page tackles another important question, but don’t put one after every section. Too many buttons can start to feel pushy and break up what people are reading.
What you can change is the short line of text above each button. Above the button after your testimonials, for example, it might say something like “Ready to join them?” Keep the button itself the same every time, with the same label and link. That way, nobody wonders whether a different button does something different.
How to Wire Repeat Buttons in ClickFunnels and GoHighLevel
Every repeat CTA should go to the same place, usually your checkout or order form. If something breaks, you only have one spot to fix.
If you use sales page building software like ClickFunnels, you have two ways to set this up. Both are under the button’s Button action on click setting. The simpler option is Scroll To, which takes readers down the page to your order form. Open Pop-up shows the form over the page instead, so readers don’t lose their place. If you go the pop-up route, build the pop-up first. You only get one per page, but that’s all you need here.
Scroll To can jump to a whole section or something smaller, like a single row. Give your checkout section a clear name, like Section-checkout, so it’s easy to find in the dropdown.
You’ll find GoHighLevel’s version under Button Actions. Pick Scroll to Element from the Link To dropdown, then choose your checkout section. It only scrolls within the page you’re on, so it can’t take readers to another funnel step.
Menu names can change as these tools update, so check yours before you build.
Test Every Button Before You Send Traffic
It’s easy to miss a button that scrolls to the wrong spot while you’re building, so test the page on your phone and computer. Click every button from top to bottom. Each one should take you to the same form.
Keep an eye on where the page stops, too. It might stop scrolling too early, or a sticky header might cover the top of the form. You want the whole form visible, including the price and guarantee. If you’re using a pop-up, check that it opens properly on mobile.
Any time you move, delete, rename, or copy a section, test again. A button pointed at a deleted section won’t go anywhere. In GoHighLevel, each section also has a code name called a CSS selector. If two sections share one, the button only goes to the first.
One more pass before you publish: read the page as a visitor would. Apart from the button at the top, remove any button that appears before you’ve explained the offer.
Put the Button Where the Doubt Ends
How many buttons, then? Two usually work for a short page. A long page may need more, but picking a number upfront doesn’t help much.
Read your page from top to bottom as a skeptical buyer would. Mark every spot where you’d finally say yes. That’s where your buttons go.