5 Call to Actions for B2B Landing Pages

Get a Free Assessment

Offering a free assessment is a perfect call to action that is also a way to qualify a lead in the process. This type of B2B landing page strategy focuses on giving them something useful without trying to sell to them.  

There are many ways to position this b2b call to action. You can call it an assessment, evaluation, diagnosis, or something else that implies your expertise in solving their problems.  

When providing leads with their assessment, be sure to give high-level ideas to solve the problems that you see. If you can demonstrate to your leads that you have knowledge on how to solve their problems, you’ll start to earn their trust. To keep their trust, avoid pitching yourself or sounding salesy and focus only on their problems. 

Start a Free Trial

Providing a free trial can provide an easy, low barrier to entry for leads and future customers. Depending on the product you sell, a free trial can be an easy way to demonstrate to a customer what you have to offer before committing.  

Certain types of businesses may not be selling something that can be easily presented as a trial, so you could also try offering a satisfaction guarantee for the first 14 days as part of your entry offer on the landing page. 

Book a Demo

If you sell almost any physical or virtual product, a demo can be a 1-on-1 way for your sales team to demonstrate your products for leads. This strategy is beneficial because it offers a way to identify lead’s objections in real time. 

 A demo, depending on the product can involve an in-person visit, a virtual video call, or a pre-recorded video with a phone call. 

When you have a demo as your call to action on your landing page, offer a time as soon as possible to avoid the lead cooling off or finding an alternative. You can do this with a calendar service such as Calendly and make it easy for leads to book a meeting same day if possible. 

Get a Quote

Offering a quote to your leads is a great way to initiate the buying process. Since a quote is a more specific and custom way to show them your pricing, you can offer the lead a very good idea of what they can expect when working with you.  

When offering a quote, you can either do a manual quote by having a salesperson reach out, or you can create a quote calculator that will give your leads a general idea of what your service will cost.  

This is useful to them, but also for your business since you can identify the potential size of this lead early on. 

Download a Free PDF Guide

There are so many different ways to position your PDF. To name just a few, it could be a Playbook, Whitepaper, eBook, Case Study, Template, or Workbook. The best way to position this PDF is as an educational piece of content that helps your leads with a problem they want to solve.  

Don’t talk about yourself in this PDF, focus only on your leads. If you can honestly and candidly share something useful with people who are searching for an answer, they are much more likely to come back to you when they are ready to make the purchase decision. 

A great way to capture lead information with a PDF Guide is to gate the download with a short lead form. When the lead clicks the call to action to download the PDF, pop a form asking for their name and email. 

To Summarize

When designing a B2B landing page, make sure to choose a call to action that fits in with what you sell. Be sure to also focus on educating your leads rather than just trying to sell them on your brand. In the stage of research that they are in, they are looking for open, honest, information.  

When they decide that they want to enter their email on your landing page, they are looking for a reason to turn around and go somewhere else. So long as you can provide real value without expecting something from them in return, they’ll have no reason not to trust you and take the next steps to become your customer.