Have a question?
Or just want to know the name of all of Jupiter’s moons?
As much as you wish prospects were, not every single one is ready to dive into a demo or sales conversation.
This is where secondary conversion paths come in. Lower-commitment options that keep prospects engaged while they evaluate your solution.
You’ve done the hard work to get them to your page. Now it’s time to get and keep them in your ecosystem.
Secondary CTAs
These complementary calls-to-action should offer value while requiring less commitment than your primary CTAs.
You can position them alongside primary CTAs to offer a choice, or by themselves. For example, place a “Watch Product Overview” next to “Book Demo”, or “View Tech Spec” besides “Start Trial.”
Your research from sales team feedback should indicate which secondary actions often lead to eventual conversions.
Content-based CTAs
Content offers a great way to nurture prospects who aren’t ready to speak to your eager sales team just yet.
The content should align with different stages of the buyer journey and provide genuine value.
Resources like implementation guides, ROI calculators, and industry reports can offer substantial value.
The golden question is to gate or not gate this content? I personally don’t believe in gating content, give it away for free. But that’s a story for another day.
Either way, your research should indicate which resources your prospects find most valuable during their evaluation process.
Subscription-based CTAs
Content subscriptions (such as newsletters, podcasts, follow your LinkedIn, YouTube channels etc.) provide a great way to get a prospect into your ecosystem.
Traditional newsletters work well when you have regular industry insights or product updates to share. But consider other formats that might resonate with your audience.
The key is matching the content format to your audience’s preferences and consumption habits.
A technical audience might prefer detailed video tutorials, while busy executives might value concise podcast episodes they can consume on the go.
Whatever format you choose, be transparent about what subscribers will receive and how often. Setting clear expectations helps maintain engagement and reduces unsubscribe rates.
Remember, these content-led conversions serve two purposes…
(1) Providing immediate value
(2) Keeping your solution in consideration during longer sales cycles
Use them to build credibility and maintain contact until prospects are ready for more direct engagement.
Before we head onto the next section, remember that both conversion paths (primary and secondary) should work together. Helping prospects who are ready to engage with sales, or those who are just starting their research.