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October 13, 2012   Posted by: Britty Wagner

B2B Calls to Action: The Do’s, The Don’ts and The What Were You Thinking? Pt. 1


So you have your inbound marketing strategies set but are you converting those website visitors to sales ready leads? If not, have you reviewed your website’s various Calls to Action (CTA)? A call to action is a message that encourages your website visitors to take immediate action thus converting them to sales ready leads.

For B2B and B2C companies, boosting sales relies on the calls to action utilized throughout your website. The CTAs may be numerous based on the location and the specific page’s primary purpose. B2B lead generation effectiveness depends significantly on your website’s calls to action or lack thereof.

The following are just a few examples of how B2B versus B2C calls to action are used. You may realize they are not so different but B2C does hinge more on pricing and direct sales. B2B is primarily focusing on requesting further information including budgetary (not final) pricing using a self-service quote method. Budgetary pricing has been found to be the first piece of information in which serious B2B buyers seek out per MarketingSherpa. Just imagine if this was leveraged to boost sales ready leads to maximize your B2B lead generation strategies.


Example B2C Calls to Action:

  • Add to Cart
  • 30% Off (Discounts)
  • Save for Later (Cart attribute)
  • Newsletter for notification of latest sales


Example B2B Calls to Action:

  • Request a Quote
  • Request More Information
  • Get a Self-Service Quote
  • Request a Call
  • Download White Paper / Case Study
  • Newsletter for notifications of latest products


To improve your B2B lead generation strategy of capturing more sales ready leads let’s begin with the Do’s of a Call to Action.


  • Have a medium to large button
  • Have a button in contrast colors to assist in catching your visitors’ eyes
  • Check your website in various browsers such as; FireFox, Chrome and Internet Explorer to ensure accuracy of website layout and visibility of CTAs in the sidebars
  • Add a stronger call to action to your blog such as; ‘Pricing’ or ‘Get a Self-Service Quote’
  • Add a stronger call to action to your menu bar for example; ‘Pricing’
  • Have products and/or services prominently displayed in menu bars and featured areas.


Website visitors should not need to dig through countless pages to uncover a product, service or quote request form; doing so loses sales ready leads. These Do’s may seem obvious but many B2B companies do not analyze and refresh their calls to action on a routine basis. Out of date or incomplete CTAs wastes marketing dollars because inbound traffic is valuable. Do yourself and company a favor and re-check to see if your have all the CTA bases covered.

Subscribe to be notified of the next post in this series ‘B2B Call to Action: The Don’ts’

To grade your website’s call to actions visit OfferGrader.com to increase your B2B lead generation effectiveness and sales ready leads.



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