Tip#4: Create Offers For Different Buying Stages
The most common offer I see on most websites is “Contact Us.” Sure, you want all your prospects to talk to sales, but not everyone is ready. As you know, buyers are more likely to do their own research before even engaging with a sales rep. And, every prospect is at a different stage of exploration. Some may need more education than others. That’s why it’s important to develop different offers at different buying cycles.
Someone at the top of the buying cycle (ready) may be more interested in an informational piece like a guide, checklist, or ebook, whereas someone more committed at the bottom of the cycle (early) might be more interested in a free trial or demo. You don’t need to pick and choose; create offers for each phase, and include a primary and secondary CTA to these offers on various pages throughout your site.