Calls to action (CTAs) are a critical element on any B2B website. They play a pivotal role in guiding buyers through the conversion funnel, from landing on your site to completing a desired action.  

Unfortunately, CTAs are often misused, resulting in suboptimal performance. Common issues include: 

• Placing CTAs in the wrong locations on the page 
• Using ineffective or generic CTA language 
• Overmeasuring the minor things and under measuring the key things 
• Failing to strategically deploy CTAs throughout the user journey 

In this episode, Phil explores the various types of website CTAs and shares best practices for leveraging them to drive meaningful action and conversion on your B2B site.  

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