Calls to Action
Should I ask for a call or something smaller first?
Match the ask to the temperature. Cold traffic rarely books a call with a stranger, so a smaller first step earns the right to ask bigger. But smaller only helps if it leads somewhere. A download nobody follows up on is worse than a call request nobody accepts.
Next moves
- Name the outcome on the button, not the action. Not Submit. What they get.
- Reduce what you ask for at the first step. Trade depth for entry.
- Say what happens next. Uncertainty is friction.
Bring your current CTA and the step after it. Most of the leak lives in that handoff.