Stop Offering Demos:

4 Ways to Actually Convert Your B2B Website Traffic

For years, it’s been the default call to action (CTA) for B2B websites: “Book a Demo”, or “Book a Strategy Call”. It’s a staple of our industry, a familiar friend we all rely on. But let’s be honest—that friend isn't pulling its weight.

You've probably seen it on your own site. A seemingly healthy amount of traffic, decent time on page, but a conversion rate on that "Book a Demo" button that barely cracks 1.5%. You put so much effort into attracting the right people, only to have them bounce away right at the moment of truth.

Photo by Dimas Rizki Pratama on Unsplash

Why is this happening?

Because everyone knows what "Book a Demo" really means: “Talk to a salesperson.”

And let's face it, most people don't want to talk to a salesperson. Not right now, anyway. And probably not tomorrow…..

This isn't an indictment of salespeople. It's a recognition of human nature. The person browsing your site is probably a high-performer with a lot on their plate. They're trying to solve a problem, and "booking a demo" feels like a delay. It's an appointment they have to schedule, an interruption to their day, and a commitment they're not ready to make.

So, what about the other 98.5% of your visitors? The ones who aren't ready to hop on a call but are clearly interested in what you have to offer?

The good news is, just because they didn't book a demo doesn't mean they're bad prospects. Nobody browses B2B sites just for fun. They're on your site for a reason. They're working to achieve a goal, and they believe you might be able to help.

The secret to better conversions isn't about getting more people to book a demo. It’s about offering them a more direct path to their goal.

Shift Your Mindset: Assume Your Visitors Are Ready to Go

Instead of thinking of your website as a sales funnel, think of it as a resource. Assume your visitors want to get going right now. They’re here to solve a problem, and your job is to give them the tools to do it as quickly as possible.

This means you need to offer them an alternative—something that lets them make progress without the commitment of a sales call.

Here are four proven alternatives to the "Book a Demo" or “Book a Strategy Call” CTA that will improve your conversion rates and build a more robust pipeline.