Look at your homepage right now. The big button in the hero, what does it say?
Almost half of B2B SaaS websites still have CTAs like "Contact Us", "Get in Touch", or "Request Information" as their primary action. Navattic analysed over 5,000 of these websites and vague buttons convert much worse than specific ones.
"Contact Us" doesn't promise anything. It's like saying "we should grab coffee sometime". So you can easily help your conversions by changing it to a more specific text and also by adding another button next to it.
Let's see how you can make changes in 10 minutes to improve your website.
Two CTAs beat one or three
The case for two over one is straightforward. It just converts better, the numbers are clear. Nothing to argue here.
The two should look different though. One primary CTA with a solid colour and obviously the main action. One secondary CTA with an outline or a less visibile background.
The first button should lead to a contact action, so a demo request or a signup with a trial. The second should be the less important, more explorative option of the two so "see demo" if you have "request pilot" as the first button. Or maybe "see our integrations" if your tools relies heavily on other tools. It should respond to one of the first questions you get during sales calls.
What should your CTA say?
The primary button should match your dominant motion. If you sell to mid-market and enterprise, the primary is "Book a demo". If you're truly self-serve and your buyer is the end user, the primary should be "Set up your account" if you have a 14-day guarantee, or maybe "Try for free" with a small "No credit card required" underneath.
The secondary button covers the people who are unsure, so usually "See pricing", "Watch a 2-minute overview", or an interactive demo embedded on a sub-page.
Don't put "Contact Us" anywhere in your hero. If somebody wants to email you, they'll find your footer.
If you need to define your dominant motion, you probably haven't defined your strategy enough, because the action your client must take comes directly from your go-to-market strategy. I talk about it a bit more here[(Alta) Free trial vs Demo. What should your strategy be?].
Call to action on other pages
Pricing page
The pricing page is where founders panic and put the same CTA on every tier. Don't. Each tier should have its own CTA that matches how that tier actually closes the deal.
- Self-serve tiers get "Start free" or "Get started" (no friction and no sales involvement).
- Mid-market tier gets "Start free trial" or "Talk to sales"
- Enterprise tier gets "Talk to sales" or "Book a demo".
If your enterprise tier has the same "Get started" button as your starter tier, you're confusing the buyer. They know what enterprise software costs and before they spend that, they expect to talk to a person.
Feature pages and case studies
Visitors who reach a feature page or a case study are warmer. They're already evaluating. The CTA at the bottom of these pages should be hard. Trial or demo. Match it to the same primary you use on the homepage.
A case study about how Acme Corp saved $200K with your product should not end with "Subscribe to our newsletter". Try "Book a demo to see how this works for your team". Read your own case study CTAs now. I bet at least one of them is weak.
Blog and resources
The opposite mistake, because blog readers are cold. They came for information, so putting "Book a demo" at the bottom of every blog post is why your blog will convert at 0.3%.
Top-of-funnel content should have soft CTAs like a relevant guide, a newsletter signup or an interactive demo they can play with for 30 seconds without giving up their email. Move the reader one step deeper, not three. The blog post that warms them up won't close them.
Contact, About, Footer
These are utility pages. Contact can be a real form (it's the one place "Contact Us" makes sense, because they came specifically to contact you). About should still have a primary CTA at the bottom because someone who reads your About page is showing real intent. Footer should have your main CTA repeated and nothing else competing with it.
The microcopy of a button
Now let's focus on what you write. Power words can lift conversion 12%, and specificity easily beats generic.
Compare:
- Bad: "Sign Up"
- Good: "Start your 14-day free trial"
The first one tells me nothing.
Same logic on every other button. "Submit" becomes "Send my demo request". "Contact Us" -> "Talk to a product expert". "Learn More" -> "See how it works in 90 seconds". You need to tell the visitor what's about to happen, how long it will take, and what they get out of it. If you can fit those three things into three words, fine.
Common questions
Should I always have a free trial? No. Free trial works when your time-to-value is short, your buyer is the end user, and your pricing is simple. If you sell to enterprise or mid-market with a five-figure ACV, a free trial often hurts more than it helps. Lead with a demo and add a trial later if your data tells you it's worth it.
What if I want to support both demo and free trial? Pick a primary. The hero of your homepage gets one button as the dominant CTA and that can be either trial or demo, not both with equal weight. The secondary spot can hold the other one, but you have to commit to which motion is the default. Hybrid funnels work, but only when the visitor knows which path is the recommended one.
Is "Contact Us" ever okay? Yes, on your contact page.
How long should my demo request form be? Stick to four fields. Name, work email, company name, one qualifying question. Otherwise people will be hesitant to give you their data.
My pricing is custom. Should I show it? Show ranges or starting prices if you possibly can. "Starts at $X/month" is better than no price at all, because it filters your calls.
Should the CTA in my email signature match my homepage CTA? Yes. Consistency across touchpoints is how people remember what you do. If your homepage says "Book a demo", use that for the email signature as well.
Last updated: May 2026
