Why a Page of Calls to Action Converts Better Than a Homepage
A Keepp page is made almost entirely of things to do. Here is why that structure converts, how to order the actions, and why removing some of them usually raises the number of people who take one.
A call to action is the thing you want someone to do next, written as the thing itself. Book a call. Buy the preset pack. Send me your brief. That is the whole idea, and the rest of this post is about what happens when you build an entire page out of them.
Most pages are description with a button at the end
Think about the structure of an ordinary web page. There is a heading, some paragraphs explaining what you do, an image, more paragraphs, and somewhere near the bottom a button.
The reader’s job on that page is to work out, from the description, whether they want the button. They have to read to find out what is on offer, hold it in their head, scroll, and then act.
A Keepp page inverts the order. The page is the buttons, and the description is what is written on them. There is nothing to work out, because every element is already the thing you can do.
Every block is an action
A link block is a tap that takes someone somewhere. A product card is a purchase. A booking block is an appointment with the payment and the meeting link handled in the same step. A form is a question you are asking. A menu is an order. A map is directions and opening hours.
Even the parts that look passive are doing work. Social icons are a follow. A profile block with a highlighted button is the one thing you most want a first time visitor to do.
The page has almost no filler on it, and that is not a stylistic preference. It is the mechanism.
Why removing the reading step converts
Conversion is mostly about how much work you ask someone to do before they can act, and reading is work.
Someone arriving from a story has a specific thing in mind and a few seconds of patience. On a page of actions they scan, find the one that matches what they came for, and tap. Nobody has to interpret anything. The distance between arriving and acting is one scan and one tap.
That is the entire advantage, and it is larger than it sounds because most of the drop off on a normal page happens during the reading step, before the visitor ever reaches the button.
Hierarchy still matters
A page of equal actions is a menu, and menus are decisions. Decisions cost you people.
There should be one action that is obviously the main one. Everything else is available for the person who wants something different, but a first time visitor should be able to tell in a second what you would like them to do. The highlighted button on a profile block exists exactly for this, and we wrote about it in more detail in one clear call to action.
If you cannot name the single most important thing on your page, your visitors will not be able to either.
Write the verb and the thing
The wording of an action is worth more attention than most people give it.
Get in touch is vague. Book a thirty minute call tells someone what will happen, how long it takes, and what they are agreeing to. Learn more says nothing. See what is in the preset pack says exactly what the next screen holds.
The rule is the verb plus the thing. Where you can add the shape of it without becoming a sentence, do: the length of the call, the number of pages, the price. Specificity reduces hesitation, because hesitation is usually just uncertainty about what happens next.
Shape carries meaning
The form an action takes tells the reader what kind of thing it is before they read a word.
A pill reads as a link, something quick that takes you somewhere. A card reads as a thing in its own right, with room for a picture, a price and a description. Cards can be full width when something deserves the attention, or half width so two sit side by side and the page stays scannable.
A card can also be a few different things: something for sale, an affiliate recommendation, a promo code, or a showcase piece with no price on it at all. Using the right one means the visitor understands the offer from the shape alone, which is faster than reading.
Order by what people came for
The instinct is to put the thing you most want to sell at the top. The better ordering is what most of your visitors actually arrived to do.
For a lot of service businesses the top of the page should be booking, even though the course is the higher margin product, because booking is what most people came for and the course sells better to people who already booked.
You do not have to guess at this. Page analytics show which blocks people open, and the answer is often not what you expected. The fix is usually to move something up rather than to rewrite it.
Fewer actions usually means more of them taken
This is the counterintuitive one, and it is consistent.
A page with a dozen things on it does not convert better than a page with four. Every additional option adds scanning time and gives the visitor another chance to decide none of them are quite right and leave.
If something on your page has not been tapped in two months, it is not neutral. It is sitting between a visitor and the thing you actually wanted them to do. Take it off, or set it to appear only when it is relevant. A block can be scheduled to show up on a date and come back down afterwards, which is how a launch or a seasonal offer occupies the page only while it matters.
Then reorder around what happened
The page is not finished when you publish it. It is finished when the order of it matches what people do.
Watch which blocks get opened, where visitors arrive from, and which things get ignored. Move the popular one up. Remove the one nobody touches. Do that twice and the page will convert noticeably better than the version you designed on instinct, without a single new feature or a word of new copy.
Every block also has its own shareable link and QR code, so once you know which action people want, you can point specific posts straight at it rather than at the page in general.
Common questions
How many actions should a page have? Enough to cover what people actually come for, and no more. For most people that is somewhere between three and six, with one of them clearly primary.
Does this work for a business rather than a creator? Yes, and often better. A restaurant page is a menu, a table booking, directions and opening hours, which is four actions and no reading at all.
What about explaining what I do? Put it in one short block near the top, then get out of the way. The explaining that matters is written on the actions themselves.
Will it look sparse? It will look decisive. The theme controls fonts, colours and background for the whole page at once, so a short page still looks like yours rather than like a list.
Where to start
Write down every action you want someone to be able to take on your page. Cross out everything that is not one of the top four. Pick the one you would choose if a visitor could only do a single thing, and make that the highlighted button.
Then publish it, leave it a fortnight, and let the numbers tell you the order. If you want the wider argument for why this page sits in front of your website rather than replacing it, that is here.