Have you ever read “Order now!” at the end of a leaflet, web page or sales deck and felt a bit hesitant? Maybe it seemed too pushy, too vague or just a bit off? That instinct isn’t just you being picky. There’s a surprising amount of psychology behind why we engage with (or ignore) Call-to-Actions (CTAs), and in B2B, it matters more than you might think.
Whether it’s in an email, ad, webinar or LinkedIn post, there’s a tonne of detail behind how CTAs are engineered. So, what makes someone take action, and what puts them off? Let’s dive in.
Words matter (even more than you might think)
Ever seen a CTA that just says “Submit” or “Order”? It feels a bit cold, impersonal and boring. Compare that to “Get your free guide” or “Let’s talk strategy” and suddenly there’s something in it for you.
B2B buyers aren’t impulse driven; they’re looking for value, control and clarity. That’s why the best B2B CTAs:
- Use action-oriented words like “Discover” “Explore” or “Unlock”
- Highlight the key benefits of a product or service – “Increase your efficiency” “Reduce downtime”
- Sound like real people – “See how it works”
Small tweaks to the wording of a CTA can make a big difference. “Book a demo” sounds like signing up for extra admin, whereas “See it in action” feels like getting free insight.
Design still counts – even offline
Even the use of colours can affect how we interact with a CTA. For B2B websites, blue and green are often dominant on CTA buttons because they convey reliability and growth.
While not every CTA comes with a button, the visuals still matter. Outside of websites, think bold text or a bit of colour contrast to draw the eye. Whether it’s in a slide deck, an email banner or a printed brochure, make it easy to spot and simple to read.
Timing is everything
A CTA that’s too early feels like jumping the gun, but placing your CTA too late risks your audience moving on to something else before they even see it. Where you place your CTA depends on who you’re targeting and what your goals are. For example:
- Placing your CTA early is great for warm leads who already know what they want – “Chat with our sales team”
- Adding a CTA mid-journey is ideal for focusing on value – “Download the whitepaper”
- Later CTAs are a helpful nudge when it’s decision time – “Start your free trial today”
Create urgency, but don’t sound panicked
Creating a sense of urgency is a great way to give your target audience that extra nudge to take action, but this can quickly backfire if it makes them feel too pressured. B2B buyers are already cautious, and overdoing urgency can make them feel suspicious, so use this tactic to gently coax rather than forcefully shove. Instead of “Act now before it’s too late!” try “Secure your spot today” or “Join thousands of businesses already using this”.
Trust is key
You can have the most compelling CTA in the world, but if your audience doesn’t trust you, it won’t land. Build confidence with:
- Reassurances – “No credit card required,” “We’ll never spam you”
- Proof points: add testimonials, case studies, or data near your CTA
- Clarity: tell people exactly what will happen once they have taken action
Key takeaway: tailor your CTA to your audience
Ultimately, CTAs are only worthwhile if your target audience takes notice of them. The best B2B CTAs don’t rely on tricks or gimmicks; they work because they align with what your audience actually wants – information, value, clarity and progress. If it sounds like something you’d pay attention to, your audience probably will too.
Now, speaking of CTAs…
Looking to grow your B2B brand? Get in touch at hello@weareembrace.com to chat about your brand and marketing challenges, objectives and the best path forward!
This latest thinking article was written by:
Jack Lenton
Content Manager