Visitors will be at different buying stages when browsing your site. Some will be in the early stages and still not ready to make a decision, others will be in the middle, and others at the final stage – ready to make a purchase. Don’t just say “Contact us,” because this will not resonate with all types of visitors.
Offer a variety of different calls to action – ebooks, guides, free trials, demos, etc. Create different offers for different buying stages and use a primary and secondary CTA for each phase and place them throughout your site.