While 980 would benefit all games equally while some games simply do not do SLI (for example, W:TNO), those are by and large somewhat small minority. Games generall not scale perfectly for SLI (though some games like Crysis 3 do scale almost perfectly), but those that scale at all, a pair of 970 will more likely than not beat out on 980 in performance, and 980 only gains in games that do not support SLI.
However the whole still requires taking other things into account, such as:
1. What games do you play? (This gives a general idea of the FPS you will be achieving)
2. What resolution and refresh rate does your monitor support? (This is also important)
3. Does your rig require any modification to support SLI? (Mobo and PSU may require changing, which adds to the cost of the SLI setup)
4. Do you mind playing with background settings to get the optimal gaming experience? (Some, perhaps most, do not like working with background settings. I personally will do whatever it takes for my game to run, and I do not mind it either).
5. If you do not wish to go SLI, do you prefer bang for the buck or the best single GPU experience?
My opinion is, I lean heavily in favor of 970 over 980 in almost all circumstances, except when running quad sli or when it's a 3x 970 vs 2x 980 debate. I would even expect 980ti to be a better bang for the buck than 980 is.