Call-to-actions – or CTAs, as we usually call them – are small but powerful elements that can make a huge difference to your company's digital results. This is especially true if you work in a technical B2B company, where decision-making processes are often long and customers are thorough. You should therefore have a clear understanding of how to use CTAs to guide your visitors further along their customer journey – in a way that feels natural and not too intrusive.
In this article, you will find nine powerful examples of CTAs that you can use to boost your online engagement – and thus increase both leads and conversions. We take our starting point in companies that sell B2B solutions and speak to a target group that is both technically savvy and wants well-thought-out solutions rather than quick gimmicks.
The vast majority of tech-oriented decision-makers want to know the full range of what you have to offer. They are not looking for clever slogans, but actual technical solutions and details. That is why a CTA such as “See our full product overview” works so well in getting visitors to invest more time on your site.
Show them that you have the overview. And make it easy for them to take the next step.
If your customers are technical decision-makers – e.g. engineers, IT specialists or technical managers – then data, technical specifications and detailed knowledge are often what trigger them. Here, a downloadable PDF or white paper with in-depth knowledge is a strong CTA that signals professionalism.
Consider this: How many of your competitors actually offer professional knowledge for free?
Technical customers want to see for themselves how something works. They rarely trust fancy marketing words – instead, they trust the actual features of the product. A short and specific “book a demo” CTA can therefore be crucial to moving forward in the sales process.
If you have complex software, a technical service setup or even production technology – invite people to a demo. It works.
The more complex your product is, the more likely it is that the customer will want to speak to an expert before proceeding. A CTA like this builds a bridge between your digital channels and the dialogue with the customer's decision-makers.
Trust is not only built through texts and images – but to a large extent through real human contact.
If you can offer some form of online calculation – ROI, costs, benefits or configuration – then that is a strong CTA. It demonstrates technical expertise and allows the user to interact with your solution without committing. This works particularly well in technical B2B segments, where the user wants to be able to document their choice to their team or management.
Today, there are many plugins and development frameworks that make this feature relatively easy to implement.
Many B2B customers are not just looking for products – they are also looking for partnerships with suppliers who understand their field. A knowledge base with how-to guides, technical insights, webinars and blog posts is a gold mine. And a good CTA can take them there.
Make it easy for your visitors to find the specialised knowledge they are looking for.
Sometimes users need guidance through the selection process – without necessarily having to make contact themselves. By offering to be contacted, you create less friction and more initiative. This type of CTA works well for warm leads who have shown interest, e.g. downloaded content or participated in webinars.
It is a CTA that signals that you take your potential customer seriously.
When your potential customers have many options to choose from – including within their own selection – it is important to make the selection process clear. A side-by-side comparison tool that compares your primary solutions can be worth its weight in gold. And the CTA for this must be easy to understand and precise.
It helps customers make decisions faster and strengthens your position as a transparent and honest supplier.
Case studies and customer examples work wonders in a B2B world where no one wants to be the first to try something new. A CTA that links to your customer stories is far more action-oriented and credible than the classic “Read more”.
Technical managers and decision-makers especially love evidence. And what better evidence is there than a company that has achieved success using your solution?
CTAs are more than just visual buttons. They are your opportunity to actively guide the customer one step closer to a decision – regardless of where they are in the customer journey. Consider how your customers think and act – especially if they have many technical questions, need to document decisions internally, and prefer to see professional value before they commit seriously.
No one wants to feel “sold to”. But everyone appreciates being helped. And that's exactly what your CTAs should do.
Do you need help developing strong, relevant and value-adding CTAs for your website or B2B marketing? Then get in touch with us. We work exclusively with B2B and have extensive experience in communicating with technical decision-makers.
Do you have a project you would like to discuss with us, or would you like to hear how we can help you achieve better results?
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