Primary conversion path

This is the main action you want the user to take. Usually, a high-intent action that leads to a qualified sales opportunity.

It’s dictated by your research and how you want the user to act. Do you want them to call up and speak to sales? Submit a form with qualification questions? Or send an email?

So what do they look like?

Primary CTAs (position and progression)

Your primary calls-to-action (CTA) should evolve as prospects move through your page.

Your hero section might feature a broad “Schedule a Demo” or “Contact Us” CTA. But, later sections should offer more specific actions that align with the content being presented.

Place your CTAs at natural decision points. Immediately after you’ve presented compelling benefits or alongside pricing information. These are moments when prospects might be convinced and ready to take action.

Finally, they should be clearly visible but not get in the way or take over the whole page. Don’t be a beg.

Free trial or Demo requests

For software products or complex services, your trial or demo process should be clear and friction-free.

No surprises here. Provide prospects with a complete picture of what to expect.

Be transparent about the trial or demo’s contents and typical duration. Outline any prerequisites to help prospects prepare. Make it clear who should attend from their organisation and what outcomes they can expect from the session.

This clarity helps ensure qualified, productive demonstrations that move deals forward.

Contact forms

Does the user need to fill out a contact form? Here’s some pointers.

Your forms need to balance information gathering with friction reduction.

Don’t ask them every single question under the sun. They won’t fill in the form. For example, if your sales team never phones them, don’t include that as a field.

Decide what information is key for the sales team to go into their meeting armed with insights. Company name, job title, name, phone etc.

Qualification process

Your conversion path needs to qualify prospects while maintaining a smooth experience.

Consider what information your sales team needs to properly qualify leads. Your research should reveal the key indicators of a good prospect.

This could be company size, budget, current solutions, or specific pain points. Build these qualification questions naturally into your conversion flow.

If you’re drowning in leads, too many for your sales team to deal with, then be strict with this. This helps ensure productive conversations and respects everyone’s time.

Here is a great example of a form with good qualification questions:

Post-conversion page and next steps

The moment after the conversion is crucial, especially in B2B, where immediate sales aren’t the norm. Your follow-up process should maintain momentum while setting clear expectations.

Implement immediate confirmations that outline the next steps clearly. If someone books a demo, they should know exactly what happens next. When they’ll be contacted, what to prepare, and who they’ll be speaking with.