Calls-to-action and why your B2B website needs them
What does a call-to-action mean on a B2B website?
Every time you visit a website and you're prompted to “Sign up”, “Contact Us”, “Buy Now”, or other similar nudges, you're interacting with a CTA. A CTA is like the definitive signage on your web highway guiding visitors towards a desired destination.
In the B2B context, a CTA encourages potential customers to take the next step in the buyer's journey. This could be requesting a quote, scheduling a demo, or even starting a free trial. The paths are varied, but the ultimate goal is conversion — turning a website visitor into a potential lead, and becoming a happy customer.
Why are call-to-actions important?
CTAs are the bridge connecting your funnel and potential customers. They might seem like just a few words or a button, but trust us, they carry a significant load of importance!
The B2B buying cycle can be quite long, requiring 3 or 4 decision-makers to study and evaluate their options carefully before taking the (financial) plunge, whereas with B2C it is a much faster purchase journey. Your B2B CTA can serve as a helpful guide, gently encouraging prospects towards making an informed decision, rather than pushing for a hasty purchase.
Better yet, effective CTAs can not only boost conversions but also serve as essential tools for gathering audience insights. By tracking CTA clicks, you gain comprehensive data on visitor interests, helping you to refine your content strategy and focus on what truly works.
Some examples of great B2B CTAs
Trello, a visual collaboration tool for planning and organising projects, does a great job featuring its primary CTA by slightly tweaking the standard "Sign up for free" to “Sign up – it’s free!”, making it feel more friendly and approachable.
MailChimp, an all-in-one integrated marketing platform, showcases effective usage of CTAs. The primary button, "Sign Up Free", is a bold yellow that stands out from the monochrome colour palette used on the rest of the page, ensuring visitors won’t miss it.
FreshBooks, an accounting software for small businesses, highlights a solid CTA on its homepage - "Buy Now & Save". This CTA is displayed to make visitors aware of the ongoing discounted offer. It merges the concept of making a purchase with saving money, which may prompt business owners to make a faster decision.
CTAs are more than just buttons or bits of text on your B2B website - they're your golden tickets to conversion. They guide visitors through their purchasing journey, spark interaction, and ultimately deliver value from their visit. Remember, writing a compelling CTA takes thought, creativity, and a good understanding of your audience. So why wait? Start inspecting your website today, sprinkle in some enticing and thoughtful CTAs, and prepare to witness the transformation of your visitors into promising leads.