About cookies on this site
We use cookies to collect website performance and usage data, and to enhance and customise content and advertisements.
About cookies on this site
Cookies used on the site are categorized and below you can read about each category and allow or deny some or all of them. When categories than have been previously allowed are disabled, all cookies assigned to that category will be removed from your browser. Additionally you can see a list of cookies assigned to each category and detailed information in the cookie declaration.
Necessary cookies
Some cookies are required to provide core functionality. The website won't function properly without these cookies and they are enabled by default and cannot be disabled.
CookieHub is a Consent Management Platform (CMP) which allows users to control storage and processing of personal information.
Cloudflare is a global network designed to make everything you connect to the Internet secure, private, fast, and reliable.
Preferences
Preference cookies enables the web site to remember information to customize how the web site looks or behaves for each user. This may include storing selected currency, region, language or color theme.
Analytical cookies
Analytical cookies help us improve our website by collecting and reporting information on its usage.
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic.
Clarity is a user behavior analytics tool that helps you understand how users interact with your website.
Vimeo, Inc. is an American video hosting, sharing, services provider, and broadcaster. Vimeo focuses on the delivery of high-definition video across a range of devices.
Marketing cookies
Marketing cookies are used to track visitors across websites to allow publishers to display relevant and engaging advertisements. By enabling marketing cookies, you grant permission for personalized advertising across various platforms.
The LinkedIn Insight tag powers conversion tracking, website audiences, and website demographics within the LinkedIn system.
A piece of code that lets businesses measure, optimise and build audiences for advertising campaigns.
Microsoft Advertising (formerly Bing Ads) is a service that provides pay per click advertising on the Bing, Yahoo!, and DuckDuckGo search engines.
Cookies used on the site are categorized and below you can read about each category and allow or deny some or all of them. When categories than have been previously allowed are disabled, all cookies assigned to that category will be removed from your browser. Additionally you can see a list of cookies assigned to each category and detailed information in the cookie declaration.
Necessary cookies
Some cookies are required to provide core functionality. The website won't function properly without these cookies and they are enabled by default and cannot be disabled.
Name | Hostname | Vendor | Expiry |
---|---|---|---|
cookiehub | .bigfork.co.uk | CookieHub | 365 days |
Used by CookieHub to store information about whether visitors have given or declined the use of cookie categories used on the site. | |||
PHPSESSID | www.bigfork.co.uk | Session | |
Cookie generated by applications based on the PHP language. This is a general purpose identifier used to maintain user session variables. It is normally a random generated number, how it is used can be specific to the site, but a good example is maintaining a logged-in status for a user between pages. | |||
__cf_bm | .vimeo.com | Cloudflare, Inc. | 1 hour |
The __cf_bm cookie supports Cloudflare Bot Management by managing incoming traffic that matches criteria associated with bots. The cookie does not collect any personal data, and any information collected is subject to one-way encryption. | |||
_cfuvid | .vimeo.com | Session | |
Used by Cloudflare WAF to distinguish individual users who share the same IP address and apply rate limits |
Preferences
Preference cookies enables the web site to remember information to customize how the web site looks or behaves for each user. This may include storing selected currency, region, language or color theme.
Name | Hostname | Vendor | Expiry |
---|---|---|---|
lidc | .linkedin.com | LinkedIn Ireland Unlimited Company | 1 day |
Used by LinkedIn for routing. | |||
li_gc | .linkedin.com | LinkedIn Ireland Unlimited Company | 180 days |
Used by LinkedIn to store consent of guests regarding the use of cookies for non-essential purposes | |||
vuid | .vimeo.com | 400 days | |
These cookies are used by the Vimeo video player on websites. |
Analytical cookies
Analytical cookies help us improve our website by collecting and reporting information on its usage.
Name | Hostname | Vendor | Expiry |
---|---|---|---|
_ga_ | .bigfork.co.uk | 400 days | |
Contains a unique identifier used by Google Analytics 4 to determine that two distinct hits belong to the same user across browsing sessions. | |||
_ga | .bigfork.co.uk | 400 days | |
Contains a unique identifier used by Google Analytics to determine that two distinct hits belong to the same user across browsing sessions. | |||
bcookie | .linkedin.com | LinkedIn Ireland Unlimited Company | 365 days |
This is a Microsoft MSN 1st party cookie for sharing the content of the website via social media. | |||
CLID | www.clarity.ms | Microsoft | 365 days |
Identifies the first-time Clarity saw this user on any site using Clarity. | |||
_clck | .bigfork.co.uk | Microsoft | 365 days |
Persists the Clarity User ID and preferences, unique to that site, on the browser. This ensures that behavior in subsequent visits to the same site will be attributed to the same user ID. | |||
MUID | .bing.com | Microsoft | 390 days |
Microsoft User Identifier tracking cookie used by Bing Ads. It can be set by embedded microsoft scripts. Widely believed to sync across many different Microsoft domains, allowing user tracking. | |||
MR | .c.bing.com | Microsoft | 7 days |
Used by Microsoft Clarity to indicate whether to refresh MUID. | |||
SM | .c.clarity.ms | Microsoft | Session |
This cookie is installed by Clarity. The cookie is used to store non-personally identifiable information. The cookie is used in synchronizing the MUID (Microsoft unique user ID) across Microsoft domains. | |||
MUID | .clarity.ms | Microsoft | 390 days |
Microsoft User Identifier tracking cookie used by Bing Ads. It can be set by embedded microsoft scripts. Widely believed to sync across many different Microsoft domains, allowing user tracking. | |||
MR | .c.clarity.ms | Microsoft | 7 days |
Used by Microsoft Clarity to indicate whether to refresh MUID. | |||
_clsk | .bigfork.co.uk | Microsoft | 1 day |
Connects multiple page views by a user into a single Clarity session recording. |
Marketing cookies
Marketing cookies are used to track visitors across websites to allow publishers to display relevant and engaging advertisements. By enabling marketing cookies, you grant permission for personalized advertising across various platforms.
Name | Hostname | Vendor | Expiry |
---|---|---|---|
_fbp | .bigfork.co.uk | Meta Platforms | 90 days |
Facebook Pixel advertising first-party cookie. Used by Facebook to track visits across websites to deliver a series of advertisement products such as real time bidding from third party advertisers. | |||
SRM_B | .c.bing.com | Microsoft | 390 days |
This cookie is installed by Microsoft Bing. Identifies unique web browsers visiting Microsoft sites. | |||
ANONCHK | .c.clarity.ms | Microsoft | 1 hour |
Used to store session ID for a users session to ensure that clicks from adverts on the Bing search engine are verified for reporting purposes and for personalisation | |||
AnalyticsSyncHistory | .linkedin.com | LinkedIn Ireland Unlimited Company | 30 days |
Used by LinkedIn to store information about the time a sync with the lms_analytics cookie took place for users in the Designated Countries | |||
UserMatchHistory | .linkedin.com | LinkedIn Ireland Unlimited Company | 30 days |
Contains a unique identifier used by LinkedIn to determine that two distinct hits belong to the same user across browsing sessions. | |||
bscookie | .www.linkedin.com | LinkedIn Ireland Unlimited Company | 365 days |
Used by the social networking service, LinkedIn, for tracking the use of embedded services. |
Amy Culham
Digital Marketing Manager
31/01/2024
Your B2B website might be sleek, professional, and filled with valuable content, but if it's not driving your visitors to take action, you're leaving a lot on the table. 'Calls-To-Action' or CTAs, form an essential part of an effective marketing strategy.
Every time you visit a website and you're prompted to “Sign up”, “Contact Us”, “Buy Now”, or other similar nudges, you're interacting with a CTA. A CTA is like the definitive signage on your web highway guiding visitors towards a desired destination.
In the B2B context, a CTA encourages potential customers to take the next step in the buyer's journey. This could be requesting a quote, scheduling a demo, or even starting a free trial. The paths are varied, but the ultimate goal is conversion — turning a website visitor into a potential lead, and becoming a happy customer.
CTAs are the bridge connecting your funnel and potential customers. They might seem like just a few words or a button, but trust us, they carry a significant load of importance!
The B2B buying cycle can be quite long, requiring 3 or 4 decision-makers to study and evaluate their options carefully before taking the (financial) plunge, whereas with B2C it is a much faster purchase journey. Your B2B CTA can serve as a helpful guide, gently encouraging prospects towards making an informed decision, rather than pushing for a hasty purchase.
Better yet, effective CTAs can not only boost conversions but also serve as essential tools for gathering audience insights. By tracking CTA clicks, you gain comprehensive data on visitor interests, helping you to refine your content strategy and focus on what truly works.
Writing a stellar CTA isn't rocket science, but it does require thoughtfulness. Here's how to go about it:
Use precision: Be clear and concise about what you want your visitor to do. "Download our Guide" is far more effective than "Click Here".
Create urgency: Encourage immediate action. Phrases like "Limited Offer" or "Book a Demo Today" can make a difference.
Get personal: Adding a little bit of the human touch and personalisation can go a long way with B2B, it’s not just for the realms of B2C, so try switching from "Start Free Trial" or “Sign Up” to "Start My Free Trial" or “Get Me Signed Up”.
Speak to value: Highlight the value proposition. Instead of "Sign Up", try "Get Your Personalised report."
When it comes to the number of CTAs on a single landing page, remember - less is often more. A common rule of thumb is to have one primary CTA per page. This singular focus helps to guide visitors towards your intended conversion path without distracting them with multiple choices.
That said, depending on the length and content of your landing page, multiple CTAs might work, especially if they're leading to the same end action. What’s most important is to ensure they are strategically placed and do not overwhelm the visitor.
Trello, a visual collaboration tool for planning and organising projects, does a great job featuring its primary CTA by slightly tweaking the standard "Sign up for free" to “Sign up – it’s free!”, making it feel more friendly and approachable.
MailChimp, an all-in-one integrated marketing platform, showcases effective usage of CTAs. The primary button, "Sign Up Free", is a bold yellow that stands out from the monochrome colour palette used on the rest of the page, ensuring visitors won’t miss it.
FreshBooks, an accounting software for small businesses, highlights a solid CTA on its homepage - "Buy Now & Save". This CTA is displayed to make visitors aware of the ongoing discounted offer. It merges the concept of making a purchase with saving money, which may prompt business owners to make a faster decision.
CTAs are more than just buttons or bits of text on your B2B website - they're your golden tickets to conversion. They guide visitors through their purchasing journey, spark interaction, and ultimately deliver value from their visit. Remember, writing a compelling CTA takes thought, creativity, and a good understanding of your audience. So why wait? Start inspecting your website today, sprinkle in some enticing and thoughtful CTAs, and prepare to witness the transformation of your visitors into promising leads.
This article was updated on , filed under website content, website design.
Get the latest B2B website news straight to your inbox
We can make your new website a great success.