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CTA Flow
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Primary CTA visible within 3 seconds, no scrolling required
The Rule
Primary CTA visible within 3 seconds, no scrolling required
Why It Matters
Desktop users spend the majority of their time above the fold. If your strongest call to action isn't visible before a visitor scrolls, you're relying on hope instead of design. Place the primary CTA in the hero, then repeat it at natural decision points further down.
What to Avoid
A product page where the only 'Book Now' button sits below three paragraphs of company history and a photo gallery.
Where This Appears
Related Principles