In B2B Lead Conversion, Industrial Marketing, Marketing, Sales, Uncategorized

Using a “Request a Quote” call-to-action on your website has become almost standard for many B2B/Industrial manufacturers and is often the #1 source for high-quality sales leads. The idea behind it is that if someone is interested enough to want a Quote from Sales, they are showing high-intent. It makes sense. It is most often used as a call-to-action to drive traffic to a Request a Quote page

However, if you take a deeper look, you may realize that it may not be as effective as you think.

But why? Let’s break it down. The term Request is defined as:

REQUEST (ri-ˈkwest) noun

1. an act of asking for something

The keyword here is ASKING. When you use “Request” for any offer, you are implying  several things:

  1. that there will be human intervention, i.e., you are asking someone to give you something.
  2. that you will be waiting for them to give it to you.
  3. that they may contact you before giving you the information (sales hassle)

There’s nothing wrong with that so long as you understand the connotation. You may be causing hesitation in the prospects mind because they want to get the information on their own.

A simpler, more powerful alternative

In terms of compelling a website visitor to act, consider a different approach. Simply use the simple term “Pricing”.

Which one would YOU choose?

Examine those 2 options. “Pricing” as a call-to-action is more direct and will compel action while Request a Quote sounds vague. Even if the Pricing call-to-action goes to a specialized page that describes HOW to get pricing, that’s ok. In B2B it’s necessary sometimes to have a process to get pricing. The target page doesn’t have to actually show your pricing.