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CTA Flow
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References
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Two clicks max from any page to primary CTA
The Rule
Two clicks max from any page to primary CTA
Why It Matters
Every extra click between a visitor and the action you want them to take is a decision point where they can leave. Small business sites aren't complex enough to justify deep navigation. If someone has to hunt for the booking page, they'll book with whoever made it easy.
What to Avoid
Burying 'Book Now' inside a Services > Piercing > Aftercare > Contact chain. The visitor wanted to book, not read a manual.
Where This Appears
Related Principles