Our attention span as humans is short, so don’t fear repeating your key message throughout your page. That is especially true for call-to-action buttons.
Directly above your call-to-action (CTA) button is a great place place to remind readers why they’re on a page or place a message that lowers friction toward the action. A header directly above a button can also reassure as to what the button will do.
In an web shop, adding a text saying “Purchase today for free shipping” above the “Buy now” will help lower friction. On a SaaS product landing page, “First month is free” just before the “Start trial” button can also be effective.
