<b>"One page, one goal, one CTA." [DEPENDS]</b>

<b>"One page, one goal, one CTA." [DEPENDS]</b>

It spread from the "attention ratio" idea — every extra link is a leak, so remove all of them.

The boring truth: reducing distractions helps on bottom-funnel pages where intent is locked. But blanket-applying it murders top-funnel pages, where a single high-commitment CTA ("Buy now") ignores everyone not ready. A page can offer one primary action and a secondary micro-yes ("See pricing," "Watch the demo") without leaking — that's a staircase, not a leak.

Forcing one CTA on a cold visitor isn't focus. It's a dead end for the 95% who aren't ready.

What the advice skipped: match commitment level to traffic temperature. One <i>primary</i> goal, yes. One single button for all readiness levels, no.