To maximise settings at good fps at 4k requires sli gtx980ti for almost all games. For a good majority you could use sli 970s but you'll run into ram issues in many. The 970 has enough 'horsepower' it just suffers from lack of ram at that resolution. The 980 is better, but still weak compared to the 980ti's 6Gb, which in many AAA games and more next gen games will be seeing more usage. If it wasn't for lackluster performance of CF, I'd say go with Amd gpus, but as it is, sli is still the goto for multiple cards in a larger variety of games.
Id go for a 980ti, sell the 970, and put the cash towards a second 980ti if you want to game at 4k.