How to Use HubSpot-Style Secondary CTAs to Capture More Leads
Top-performing marketers study how Hubspot structures its calls-to-action to squeeze more value out of every visit, form view, and blog post. One of the most effective patterns you can copy immediately is the smart use of secondary CTAs across your website and content.
This guide breaks down what secondary CTAs are, why they matter, and how to implement them using the same strategic approach you see on the HubSpot blog and product pages.
What Are Secondary CTAs?
A primary CTA is the main action you want a visitor to take on a page, such as:
- Request a demo
- Start a free trial
- Book a consultation
A secondary CTA is a lower-commitment, alternative next step offered alongside that primary action. It gives visitors another path forward when they are not ready to take the main step yet.
On the source article from the HubSpot marketing blog, you can see multiple examples of how these secondary options are woven into layouts without distracting from the main goal.
Why HubSpot Uses Secondary CTAs
Secondary CTAs exist to save potentially lost opportunities. When someone lands on a primary offer and bounces, that may be your only chance to convert them. The HubSpot approach is to catch that exit intent with a related, but lighter, offer.
The key benefits include:
- More captured leads: You give hesitant visitors a softer alternative.
- Better user experience: Visitors can choose the commitment level that suits them.
- Improved nurturing: You can move leads into workflows aligned with their intent.
- Higher ROI on traffic: Every visit has more than one conversion opportunity.
Core Principles of HubSpot-Style Secondary CTAs
To mirror how HubSpot structures secondary CTAs, use these principles.
Match Intent and Commitment Level
The secondary CTA should be related to the primary offer but easier to say yes to. For example:
- Primary: “Request a demo”
- Secondary: “Watch a 5-minute product overview video”
The topic stays aligned, but the time and emotional investment are lower.
Keep the Primary CTA Dominant
The HubSpot pattern never lets secondary CTAs overpower the main offer. Follow these rules:
- Use stronger color contrast and size for the primary button.
- Place the primary action in the most prominent location.
- Make secondary options visually available, but clearly alternative.
Offer Only One Clear Secondary Choice
Too many options cause friction. Use one focused secondary CTA rather than a list of alternative pathways. This keeps the decision simple: yes to the main offer, yes to the alternative, or no to both.
Examples Inspired by HubSpot Secondary CTAs
Below are page types where you can deploy secondary CTAs modeled on HubSpot patterns.
Example 1: Product or Pricing Pages
Visitors on these pages are often in the consideration stage but may not be ready to talk to sales.
- Primary CTA: “Talk to Sales” or “Get a Demo”
- Secondary CTA: “Compare plans” or “View features checklist”
The secondary CTA lets them self-educate without pressure while staying close to the buying journey.
Example 2: Blog Posts and Educational Content
The HubSpot blog uses in-line, end-of-post, and sidebar CTAs to convert readers into leads.
- Primary CTA: “Download the full guide”
- Secondary CTA: “Subscribe for weekly tips”
Readers not ready to download a long asset may still be willing to subscribe, giving you permission to nurture them over time.
Example 3: Resource Library or Template Pages
When someone accesses a free tool or template, you have strong intent but not always purchase readiness.
- Primary CTA: “Use the template”
- Secondary CTA: “See how teams use this in practice” (case study or video)
This mirrors the way HubSpot pairs tools with educational follow-ups that keep users engaged.
Step-by-Step: Implement Secondary CTAs Like HubSpot
Use this simple process to roll out secondary CTAs across your site.
Step 1: Audit Existing High-Traffic Pages
Start with pages that already receive meaningful traffic or leads:
- Top blog posts
- Pricing pages
- Product feature pages
- Webinar and event pages
Note the current primary CTA on each page and any existing secondary options.
Step 2: Map Funnel Stage and Visitor Readiness
For each page, define:
- The stage of the funnel (awareness, consideration, decision)
- What the ideal primary action is
- Why a visitor might hesitate to take that action today
Use those insights to design a secondary CTA that removes one or more of those objections.
Step 3: Select the Right Secondary Offers
Good secondary CTAs are closely aligned to the primary offer but easier to accept. Common options include:
- Short videos or product tours
- Checklists or one-page summaries
- Templates and calculators
- Email courses or newsletters
Review how HubSpot pairs articles, templates, and tools to inspire combinations that fit your own funnel.
Step 4: Design Clear, Tiered CTAs
When implementing, ensure a clear visual hierarchy:
- Design the primary CTA as the most prominent button.
- Place the secondary CTA close by but with a lighter color or text style.
- Use concise, action-oriented labels for both.
Each CTA should answer, in one line, what the visitor gets and what they must do.
Step 5: Test, Measure, and Refine
Use A/B testing to optimize your approach:
- Test secondary offer types (guide vs. video vs. template).
- Adjust placement above the fold, in the sidebar, or at the end of content.
- Measure impact on overall conversion rate, not only clicks on one button.
Follow an experimentation rhythm similar to mature teams that emulate HubSpot’s data-driven style: test small changes, keep winners, and iterate.
Align Secondary CTAs With Your Lead Nurturing
Secondary CTAs only deliver full value if they connect to strong nurturing flows. For each secondary offer, design:
- A tailored follow-up email sequence.
- Lead scoring rules based on engagement.
- Next-step offers that move contacts closer to sales.
Specialized consultancies such as Consultevo can help you tie these CTA strategies to a complete lifecycle funnel if you need additional support.
Putting the HubSpot Secondary CTA Model to Work
You do not need to copy every element of the HubSpot interface to benefit from this model. Focus first on:
- Identifying pages with one lonely, underperforming primary CTA.
- Adding a carefully chosen, lower-commitment secondary offer.
- Aligning both with clear, segmented follow-up journeys.
By giving visitors more than one relevant path forward, you increase conversions, improve your data on intent, and move far more contacts into your pipeline with the same amount of traffic.
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