For modern SaaS teams, a landing page featuring two distinct calls to action—one for booking a sales call and one for initiating a self-guided demo—has become a critical pattern for maximizing qualified leads and conversions. This dual CTA approach directly addresses the varying readiness of visitors: some prospects are prepared to speak with sales, while others prefer to interact with the product on their own terms before moving forward. The optimal two-CTA landing page guides each prospect to the most suitable next step, removing barriers and boosting engagement regardless of their buying stage.
At DemoGo, we find this approach especially effective. As a platform built for interactive, step-by-step SaaS walkthroughs, DemoGo naturally supports both pathways: high-touch sales workflows and frictionless, plugin-free demos that prospects can self-host and explore independently. By combining both CTAs—one focused on direct sales interaction, the other on product exploration—SaaS marketers and product managers can serve the needs of diverse buyer personas without forcing visitors into a single, one-size-fits-all journey.
Definition: What Is a Two-CTA Landing Page?
A two-CTA landing page is a web page that features both a primary and a secondary call to action. The primary CTA typically targets high-intent visitors (for example, “Book a Sales Call”), while the secondary CTA is designed for those who want to experience the product without immediate human interaction (“Try the Self-Guided Demo”). This structure creates parallel engagement paths, optimizes conversion for multiple readiness levels, and supports both sales-led and product-led growth models.
Why Two CTAs? The Strategic Rationale
Many SaaS products involve complex buying journeys, often requiring education, comparison, and internal buy-in. Not every visitor will be ready to request a sales meeting on their first visit. The two-CTA model solves for this by:
- Capturing high-intent leads immediately, shortening sales cycles with a Book a Call or Talk to Sales option.
- Offering lower-friction alternatives, enabling buyers to build product confidence with a self-guided or interactive demo, a model that suits hesitant or early-stage prospects.
- Increasing overall lead volume by nurturing both types of visitors, instead of forcing all traffic into a single action that may not fit current intent.
For example, DemoGo users benefit from the ability to experience interactive product tours without needing to schedule a meeting or install plugins, which is particularly valuable when demonstrating to stakeholders who prefer asynchronous exploration or are evaluating multiple solutions simultaneously.
The DemoGo Approach: Supporting High-Touch and Product-Led Journeys
Having supported SaaS organizations of various scopes, we’ve found the following principles deliver the strongest results for two-CTA landing pages:
- Primary CTA: Serves high-intent, ready-to-buy prospects. Examples: “Book a Sales Call,” “Talk to Sales.”
- Secondary CTA: Offers independent product education. Examples: “Try the Free Demo,” “Explore Self-Guided Tour.” For DemoGo, this pathway takes advantage of the platform’s plugin-free, self-hosted, and codeless demo functionality.
Both actions drive value, but the clear hierarchy keeps the page focused. The primary CTA should be visually dominant, while the secondary CTA is accessible without competing for equal attention, aligning with established design best practices.
Step-by-Step Framework: Structuring a High-Converting Two-CTA Landing Page
- Identify Core Audiences: Segment your audience into high-intent (sales-ready) and self-guided (research-focused) prospects.
- Define Primary and Secondary CTAs: Select action-oriented labels (e.g., “Book a Demo Call” and “Try the Self-Guided Demo”).
- Establish Visual Hierarchy: Design the page so the primary CTA is a bold, filled button, while the secondary CTA is lighter (outlined or text link) and positioned close by but distinctly separate.
- Repeat CTAs Strategically: Place both CTAs in the hero section, below value proposition content, after social proof, and again at the bottom. Maintain hierarchy on each appearance.
- Support CTAs with Content: Use clear headers, concise value statements, social proof, product explanation, and objection handling between placement of CTAs, so users can get context before acting.
- Test & Optimize: Continuously A/B test different CTA copy, placements, and visual treatments to optimize for total conversions, not just form completions.
Best Practices for Two-CTA Landing Pages
- Maintain Clear Hierarchy: Ensure only one CTA is visually dominant to avoid choice paralysis.
- Use Specific, Verb-First Copy: Action-oriented labels increase CTR. For DemoGo, examples include “Try Free Demo” or “See It in Action.”
- Address Objections: Between CTA placements, clarify key details—DemoGo’s plugin-free and codeless setup, for example—so visitors trust both pathways.
- Leverage Social Proof: Customer logos or testimonials near CTAs provide reassurance to those not immediately ready to engage sales.
- Protect the Visitor Experience: Avoid presenting two actions that serve the same goal (like “Book a Call” and “Contact Sales”) side by side as equals, as this confuses intent and weakens both choices.
- Make the Demo Experience Tangible: For DemoGo, map out the workflow—capture a page, add steps, customize, share—to demystify what happens when a visitor clicks “Try the Demo” and reduce abandonment.
Common Pitfalls to Avoid
- Equal-weight Button Mistake: When both CTAs are styled identically, visitors are less likely to convert. The primary CTA should always be more prominent.
- Competing Intent: Avoid using “Book a Call” and “Request Pricing” together; both target the same readiness tier, splitting results unnecessarily.
- Hidden Secondary CTAs: If the secondary CTA is buried or minimized, those who are not ready to speak with sales may exit without engaging at all.
- Vague Copy: “Learn More” or “Submit” lacks clarity. Be explicit with outcomes (“Try the Free Interactive Demo”).
When to Use a Two-CTA Landing Page
This structure works best for:
- High-consideration or complex SaaS products that benefit from both sales and self-serve engagement.
- Environments where freemium and PLG strategies complement sales-led approaches, giving options for independent exploration and immediate contact.
- Landing pages serving diverse audiences (decision makers, technical users, champions) with differing readiness to convert.
For more on identifying when to introduce demo assets early, see Why Prospects Request SaaS Product Demos Earlier.
High-Impact CTA Copy for DemoGo
- Primary: Book a Demo Call
- Primary: Talk to Sales
- Secondary: Try Free Demo
- Secondary: Explore Interactive Tour
- Secondary: See Product in Action
DemoGo’s freemium model gives a strategic advantage here, allowing visitors to experience a self-guided demo at no cost and with zero friction—no plugins, no waiting for meetings, and total control over hosting. This makes the secondary CTA particularly appealing for cautious or research-focused prospects and increases awareness of non-sales engagement options.
Landing Page Structural Elements
1. Value Proposition
Briefly state core benefits: “Experience plugin-free, self-hosted interactive demos for SaaS onboarding and sales—no coding required.”
2. Social Proof
Showcase client logos or testimonials near first repeat of CTAs to establish trust before requesting a commitment.
3. Product Explanation
Guide users through DemoGo’s process in simple language. For example:
- Capture any SaaS screen on your desktop
- Add interactive steps and custom copy
- No plugins or browser extensions needed
- Share and self-host walkthroughs instantly
4. Objection Handling
Address topics like installation (desktop, not browser-based), security (self-hosting, not vendor servers), and the flexibility of the freemium plan. For a deeper exploration, see DemoGo Freemium FAQ.
Testing and Optimization: Measuring CTA Effectiveness
For teams wanting to validate the impact of a dual-CTA strategy, A/B testing is essential. Three common variants include:
- Single CTA vs. Dual CTA: Does the addition of “Try the Demo” increase overall conversions without reducing sales-qualified leads?
- CTA Hierarchy: Does styling or placement (filled button vs. outline, hero vs. after social proof) affect engagement?
- CTA Copy: Test specific, outcome-driven copy against generic language to measure clarity’s effect on CTR.
Practical CTA Placement Pattern
- Hero Section: Bold primary CTA, contrasted secondary CTA side by side or below.
- After Value Proposition: Repeat both, offering context before committing.
- After Social Proof: Present CTAs again when trust is highest.
- Bottom of Page: Summarize options so no visitor needs to scroll back up.
How DemoGo Maximizes the Two-CTA Model
Because DemoGo supports both product-led and sales-led growth, the platform is uniquely positioned for landing pages built around dual CTAs. Our freemium, plugin-free, and self-hosting features ensure that prospects can evaluate product value at their own pace, while sales teams continue to capture and nurture high-intent leads efficiently. This dual-pathway model also aligns with SaaS best practices for aligning marketing, sales, and customer success, as explored in How Interactive Product Tours Create a Unified Experience Across SaaS Sales, Marketing, and Onboarding.
FAQ: The Two-CTA Landing Page
What is the key benefit of using two CTAs on a SaaS landing page?
Two CTAs allow you to convert both high-intent sales-ready visitors and prospects who want to self-educate, resulting in more total engaged leads.
Should both CTAs be given equal prominence?
No. Only the primary CTA should be bold and visually dominant. The secondary CTA must be subtler to avoid visitor confusion or choice paralysis.
When is a two-CTA approach not appropriate?
If your audience is highly specialized or the product is so simple that only one action makes sense, stick with a single clear CTA for focus.
What makes DemoGo uniquely suited for two-CTA landing pages?
DemoGo offers both direct sales engagement via qualified demo calls and instant value with plugin-free, self-hosted, step-by-step demos. This supports both types of visitors equally well.
How do I write strong CTA copy?
Use specific, verb-first language (“Book a Demo Call,” “Try Free Demo”) that clarifies the user’s next step.
Where can I learn more about PLG and freemium onboarding?
Explore how freemium SaaS models support PLG and the role of interactive demos in conversion.
What’s an example of effective internal linking?
See Book a Demo or Explore the Product: Choosing the Right CTA for Each Page for a related exploration of CTA strategy.
Conclusion
The two-CTA landing page is an essential element of high-performing SaaS marketing. By carefully designing each CTA—with clear hierarchy, outcome-driven language, and supportive content—teams using DemoGo enable every visitor to choose the path that fits their buying readiness. This dual approach increases total leads, shortens sales cycles for those ready to engage, and lets skeptical or internal champions experience value at their own pace.
For SaaS teams interested in building their own dual-CTA experience, learn how DemoGo’s interactive, self-hosted demo solution can drive your lead generation and onboarding strategies at demogo.com.