Let's be honest: a website without a clear call-to-action (CTA) is like a salesperson who forgets to ask for the sale. You can have the most stunning website design and insightful content, but without a compelling CTA, your efforts will fall flat. In the B2B world, where decisions are complex and involve multiple stakeholders, a well-crafted CTA is crucial to guide your prospects towards the next step in their journey.  

Also read:

• Our Top B2B SEO Trends

• Top B2B SEO Strategies

Why CTAs Matter for B2B Websites?

Think of your B2B website as a sophisticated machine, carefully crafted to attract and engage potential clients. But without clear calls to action (CTAs), it's like having a powerful engine without a steering wheel. CTAs give direction to your website visitors, guiding them towards taking desired actions that align with your business objectives. They bridge the gap between passive interest and active engagement, propelling your audience through the sales funnel.

Consider these striking statistics: a staggering 70% of small business B2B websites lack a CTA button. 

This means a vast majority of businesses are missing opportunities to convert website traffic into tangible leads and ultimately, customers. Without compelling CTAs, your website runs the risk of becoming a digital brochure, showcasing your offerings without actively encouraging interaction.

Further emphasizing the importance of CTAs, generating traffic and leads represents 63% of most companies' marketing challenges. By strategically implementing clear, concise, and action-oriented CTAs, you can directly address this challenge, transforming your website into a lead generation powerhouse.

List: 25 CTAs for B2B Websites

The perfect call to action can significantly impact your B2B website's success. Almost 90% of website visitors read headlines and CTA copy, so let's dive into 25 compelling CTAs you can use to boost engagement on your website:

For Consultation and Contact:

Who doesn’t want to talk to a salesperson?... These CTAs only work if there is a compelling reason for the consumer.

1. Schedule a Demo

2. Book a Consultation

3. Talk to an Expert

4. Contact Us Today

5. Get a Free Quote

For Newsletter and Updates:

1. Subscribe to Our Newsletter

2. Stay Informed with Industry Insights

3. Join Our Mailing List

4. Get the Latest Updates

5. Sign Up for Exclusive Content

Everyone wants more junk email, right?!  These only work if you’re truly a thought leader and provide valuable content.

For Free Trials and Freemium Offers:

Free works - it just does. Nothing lowers a barrier to entry like “free”... 

1. Start Your Free Trial

2. Try It Free for 14 Days

3. Unlock Premium Features

4. Get Started with a Free Account

5. Experience the Difference

For Event and Webinar Registration:

1. Register for the Webinar

2. Save Your Spot at the Conference

3. Join the Event

4. Attend Our Workshop

5. Learn from Industry Leaders

For Content Downloads:

We’re not big fans of content downloads as this can be a turn-off for most B2B consumers. However, your content is truly superior than anywhere else and your consumer knows this… Then, it can work!

1. Get Your Free Ebook

2. Download the White Paper Now

3. Access the Case Study

4. Get the Checklist

5. Download the Template

These CTAs are versatile and adaptable for various B2B scenarios. Using a mix of these, you can create a compelling website experience for your visitors.

Our Top 5 CTAs for SaaS Company Websites

Software as a service (SaaS) companies thrive on attracting users and converting them into paying customers. This makes compelling calls to action vital for any SaaS website. Here are my top five CTAs for SaaS companies:

1. "Start Your Free Trial" - This is a classic CTA for a reason. It allows potential customers to experience your software risk-free, which can be a powerful incentive. Offering a free trial lowers the barrier to entry and can significantly increase conversion rates. It's a great way to give people a taste of what you offer.

2. "Get a Demo" - Sometimes, potential customers need a bit more hand-holding before they're ready to commit. That's where demos come in. A "Get a Demo" CTA allows you to showcase your software's features and benefits in a controlled environment. Consider offering both live and pre-recorded demos for greater flexibility.

3. "Talk to an Expert" -  This CTA appeals to potential customers who prefer a more personalized approach. It gives them the opportunity to ask questions and get tailored advice from a knowledgeable member of your team. This approach can be particularly effective for complex SaaS products, where potential customers may have specific requirements.

4. "Get Started with a Free Account" - OK, so this one is basically the same as a “Free Trial”. It’s just there’s no better way to lower the barrier to entry to increase conversions.

5. "Join Our Webinar" - Webinars are an excellent way to educate potential customers about your software and its benefits. A  "Join Our Webinar" CTA invites visitors to participate in an interactive session where they can learn from your expertise and engage with other interested individuals. Choose webinar topics that resonate with your target audience and provide valuable insights. 

Our Top 5 CTAs for Professional Service Websites

Professional service websites cater to a discerning audience.  They're not looking for quick fixes, but rather in-depth solutions and lasting partnerships. Your CTAs need to reflect that.  Here are five top performers for professional services:

• "Schedule a Consultation": This is a classic for a reason. It invites potential clients to engage in a personalized discussion, addressing their specific needs and demonstrating your expertise.

• "See Our Case Study": Showcase your successes. Case studies provide concrete evidence of your capabilities and offer valuable insights to prospects facing similar challenges. 

• "Meet Our Team": Building trust is paramount in the professional services world.  Introduce the faces behind your brand, highlighting their experience and qualifications to foster confidence in your expertise. 

• "Explore Our Service Packages": Offer a clear understanding of your offerings. Outlining distinct service packages with detailed descriptions helps potential clients quickly identify the best fit for their needs.

• "Read Client Testimonials":  Nothing speaks louder than satisfied clients. Feature glowing testimonials to build social proof and demonstrate the positive impact your services have delivered for others. 

CTAs Don't Always Mean More Conversions

Let's be clear: having a compelling call to action on your website is crucial. However, it's not the only factor that influences conversions. You can have the most captivating CTA button, but it won't matter if the rest of your website isn't optimized for conversions. 

Why Conversion Rate Optimization Matters More than Your CTA

Conversion Rate Optimization (CRO) is a systematic approach to improving the percentage of website visitors who take a desired action. It goes beyond simply adding a "Buy Now" button. Effective CRO involves understanding your audience, analyzing their behavior on your site, and making data-driven changes to improve their experience. 

Think of it this way: your CTA is the door to your business, but CRO is the inviting path leading up to it.  Color can make a huge difference in whether or not people click on CTAs. This statistic underscores the importance of visual design elements in CTAs. However, if the path is confusing, cluttered, or doesn't resonate with your visitors, they're less likely to even reach the door. You need to ensure that your website is easy to navigate, your content is engaging and informative, and the user experience is seamless. Only then will your CTA truly be effective. 

My Closing Tips on CTAs for B2Bs…

The what and why on your website comes first. 

B2B consumers value their time. Why should they contact you, demo your product, or attend your webinar? Showing what you do is important. However, convincing the user or consumer WHY - is most important.  

Try to have 1 CTA message per page. 

More CTAs equals more confusion. Keep it simple for the user. Give them a single reason why they should click on a CTA and make it convenient for them.

More CTAs and more CTA buttons does not equal more conversions.

Classic mistake by many businesses. More CTA buttons takes the value of your content away. If a user wants to take an action, then they will find a way. Having multiple CTA buttons for a demo is not going to create more leads. If you’re lacking conversions, then go back to my first tip “The What and Why…”

Try to be unique. 

Many B2B websites have the same CTAs. Example: If you’re a consulting business, all your competitors offer “A Free Consultation”. Try this instead: “Free Consultation with Bryan”, “meet Bryan, our CEO”, “Talk to Bryan”. 

Conclusion

Ultimately, driving conversions and achieving business goals requires more than simply placing a button on your B2B website. It demands a deep understanding of your target audience, their needs, and how your offerings can address them.  A well-crafted CTA is a bridge between your value proposition and the actions you want your audience to take. 

Remember, a successful CTA is concise, action-oriented, and visually appealing. It creates a sense of urgency and guides visitors towards a clear next step in their journey with your brand. By focusing on conversion rate optimization (CRO), you can identify what truly resonates with your audience and optimize your CTAs for maximum impact.