Implementation
Calls to Action Reference
Clarity drives momentum. Use these specific CTAs to guide each persona toward the next step in their journey with CNA.
Two Types of CTAs
Direct CTAs
For prospects ready to engage. These lead to conversations, demos, or meetings. Use when the hero is ready to act.
Transitional CTAs
For prospects not yet ready. These offer value (guides, checklists) in exchange for continued engagement. Use to nurture.
Direct CTAs by Persona
Best Practice
Always use the persona-specific CTA when you know your audience. The more specific the CTA, the more relevant it feels, and the higher the conversion rate.
Enterprise Leader
"Schedule an Enterprise Strategy Conversation"
When to use: Enterprise sales outreach, C-suite communications, multi-brand discussions, M&A conversations.
Ben Parker (Operations)
"Schedule an Operations Workflow Review"
When to use: Operations manager outreach, site-level contacts, day-to-day operational discussions.
Erin Brooks (Healthcare)
"Schedule a Procurement Optimization Session"
When to use: Healthcare-specific outreach, procurement teams, compliance-focused discussions.
Transitional CTAs
Use these when the prospect isn't ready for a conversation but you want to provide value and stay connected.
| Persona | Transitional CTA | Asset Type |
|---|---|---|
| General/Enterprise | "Download the CNA Overview Guide" | PDF Guide |
| Ben Parker | "Download Ordering Checklist" | Checklist |
| Erin Brooks | "Healthcare Procurement Workflow Guide" | Industry Guide |
Where to Place CTAs
Website
- Header: Direct CTA (always visible)
- Hero section: Direct CTA + Transitional CTA
- After each section: Relevant transitional CTA
- Footer: Direct CTA
Emails
- End of email: One clear CTA (not multiple)
- P.S. line: Optional transitional CTA
- Signature: Link to scheduling page
Sales Decks
- Final slide: Direct CTA with next steps
- Throughout: Avoid CTAs mid-deck (distracting)
CTA Best Practices
Clarity Over Cleverness
CTAs should be crystal clear. The prospect should know exactly what will happen when they click. "Schedule a Conversation" beats "Let's Chat" beats "Click Here".
- Use action verbs: Schedule, Download, Get, See, Start
- Be specific: "Strategy Conversation" not just "Conversation"
- Match the commitment: High-commitment CTAs for ready prospects
- One primary CTA: Don't give too many options
- Create urgency (sparingly): Only when genuine
Quick Reference - All CTAs
| Type | Persona | CTA |
|---|---|---|
| Direct | Enterprise | Schedule an Enterprise Strategy Conversation |
| Direct | Operations | Schedule an Operations Workflow Review |
| Direct | Healthcare | Schedule a Procurement Optimization Session |
| Transitional | General | Download the CNA Overview Guide |
| Transitional | Operations | Download Ordering Checklist |
| Transitional | Healthcare | Healthcare Procurement Workflow Guide |