A website needs one goal. Not two goals, not three or more goals. One simple goal: for the end-user to take a specific next step. It could be signing up for your email, booking an appointment, or purchasing a product. Have several products or services? Guide customers to your bestseller.
Let’s look back at the very first example with Steven Pressfield. Steve does a great job with this, just take a look at this call to action on his website. Steven’s bestseller by far is his book War of Art, so he uses an audio mini-course as the feature to get more email subscribers.
I know it’s very subtle, but these small changes really add up. Best of all, despite asking you to take the next step three times on one screen, this doesn’t come across as pushy to the end-user.
