ScoreMySiteCall to action
No call to action at the end of the page
By Caleb Gross · Updated · Based on Jev AI scores of 59 pages
Short answer
End your page with a short closing section that restates the outcome and repeats your hero button, right before the footer.
People who scroll to the bottom of your page are your most interested visitors. If the page just ends with a footer, you've made them scroll back up to act, and many won't.
47%
of the 59 marked-up pages Jev scored have this issue
8.0/10
average call to action score across the leaderboard
Why it matters
Readers who reach the end have seen your proof and features. That's the moment they're most likely to sign up, so it's the worst place to have no button.
Signs your page has this problem
- The last section before the footer is an FAQ or a feature list with no button.
- The only signup buttons are in the header and hero.
- The closing button uses different words from your hero button.
How to fix it
- 1
Add a closing section
A short headline that restates the outcome, one line of reassurance, and the same button as your hero.
- 2
Repeat the same action
Use the exact same button text as the hero so visitors recognize the one thing to do.
- 3
Answer the last objection
Put a line like “Cancel anytime” or “Takes 2 minutes to set up” next to the closing button.
What a good closing section looks like
A headline that restates the main outcome (“Start getting paid faster this week”), one sentence that removes the last doubt (“Free for 14 days, no card, cancel in one click”), and the same primary button as your hero. Optionally, one short testimonial.
Checklist
- A button appears after your last content section
- It uses the same text as the hero button
- A reassurance line sits next to it
Pages that get this right
The highest call to action scores on the ScoreMySite leaderboard.
daisylanding.com
DaisyLanding: Build Your App's Landing Page in 60 Seconds with daisyUI
joinspelt.com
Create your company | Spelt
scoremysite.dev
ScoreMySite: free AI landing page grader for conversion and design
Questions
How many calls to action should a landing page have?
One action, repeated: in the hero, after major sections, and at the end. Repeating the same button is good; adding different competing actions is not.
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More landing page mistakes
Call to action
Generic or high-friction call to action
“Submit” or “Learn more” buttons, or a demo form as the only way in.
Call to action
No button in the first screen
Ready visitors have to scroll to find a way to start.
Call to action
Too much friction at signup
Long forms, required cards and email confirmations before any value.
Call to action
Too many competing calls to action
Five buttons and a busy nav pull visitors in different directions.
Headline
Your headline doesn't say what you sell
Clever or abstract headlines make visitors guess what the product is.
Headline
Buzzwords and jargon in your headline
“AI-powered, all-in-one platform” tells visitors nothing they can picture.