“Contact us” isn’t just a call to action; it’s a commitment request.
You’re asking someone to identify themselves, risk a sales follow-up, and mentally agree to a conversation—before they’re convinced you’re worth talking to. That made sense when websites were brochures. It doesn’t work when buyers do 80% of their thinking before they ever speak to a human.
Here’s the better lens:
Don’t make your CTAs about conversion; make them about confidence.
Users click when they feel smarter, safer, or more prepared on the other side. The job of most CTAs isn’t to close, it’s to reduce uncertainty. The brands that convert best don’t ask for trust upfront. They offer momentum:
- “See how this works”
- “Get a personalized estimate.”
- “Explore examples”
- “Check if this applies to you.”
Each one conveys to the user: YOU are in control.
What to do this week
- Audit your primary CTA. Ask: Does this help the user learn or commit?
- Add one low-friction CTA above “Contact us” that delivers value without committing to a call from sales.
- Align CTAs to buyer readiness, not internal sales goals.
Critical Minute takeaway:
If clicking your initial CTA feels like a commitment instead of taking a step, you’re losing people who would have converted later.
