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How many calls to action should there be per page?

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Ideally you need to aim for one Call To Action, or two at the most. Choice paralysis can mean that too many options in the copy can lead to no choice being made. Make your Call To Action clear and by all means repeat it so the scrollers and scanners. But aim to steer your site visitors towards one outcome, like a download or contact button for example, if you can.
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