Overview

The Menu-of-Options CTA Framework designs 2–4 clear next steps on a page so visitors can choose the path that matches their intent—explore, evaluate, or buy. Instead of one blunt CTA, we create a small, purpose-built menu that lets prospects self-segment and moves more of them forward.

Value in one line: More relevant choices → more total conversions and stronger lead quality.

Why It Matters

Most pages force a binary decision—click the one CTA or bounce. That works for simple offers, but not for high-consideration products and services where visitors arrive at different stages. A single “Request a demo” turns away researchers, DIY evaluators, and undecided stakeholders who need a lighter step first. By offering a small set of differentiated CTAs—like “Start free,” “Watch 2-min tour,” or “Talk to an expert”—you capture micro-yeses, reveal intent, and route people to the right follow-up. The result: less wasted traffic, tighter sales follow-up, and clearer attribution.

What You’ll Get

• Persona-to-CTA Map: Clear pairing of your key segments (DIY, buyer, researcher, enterprise, undecided) to 2–4 page-level CTAs.
• CTA Copy & Design Specs: Final button labels, microcopy, visual hierarchy, and states (primary/secondary/tertiary).
• Funnel Routing Plan: Where each click goes and who owns it (trial onboarding, demo scheduling, content nurture, live chat, direct sales).
• Measurement Plan: Events, UTM structure, goals, and dashboards to track per-CTA CTR, downstream conversion, lead quality, and time-to-close.
• GTM / Analytics Implementation Guide: Event schema, data layer notes, and QA checklist (GA4 + your CRM/MA).
• Operational Playbooks: Sales SLAs for “Talk to Sales,” nurture sequences for “Watch tour / Download guide,” in-app prompts for trial users.
• Test Roadmap: A/B test designs for copy, placement, and option mix; iteration criteria and thresholds.
• Delivery Pack: Page-ready wireframes (or component specs) and CMS handoff notes.

How It Works

1. Discovery & Data Pull (Week 1): We review analytics, current CTAs, funnels, and lead quality. One 60-min workshop; access to GA4, CRM, and top pages.
2. Persona → Path Mapping (Week 1): We identify 3–5 dominant entry mindsets and define the smallest useful CTA menu.
3. Prototype & Copy (Week 2): Wireframes + button labels, microcopy, and hierarchy. We align on destinations and SLAs.
4. Instrumentation Plan (Week 2): Event schema, UTMs, dashboards, and success metrics; handoff to dev/ops.
5. Launch Support (Week 3–4): QA, go-live checklist, and sales/CS enablement snippets.