Call to action

Every page should have a primary CTA, and it should match how ready the visitor is. Asking a first-time visitor to book a sales call is asking for the highest-commitment action at the lowest-trust moment, and most will decline. Offering something smaller first, a review, a guide, a comparison, gives them a step they can take.

The wording matters less than people think and the placement matters more. "Get started" versus "Book a call" is a minor difference; a CTA that appears only at the bottom of a long page versus one that appears after the section that earns it is a major one. The CTA belongs where the visitor has just been given a reason to act.

One primary action per page, repeated where it is earned, plus a small number of secondary paths for people at other stages. Pages with five competing CTAs of equal weight are pages where nobody decided what the page is for.