Chances are, you know the exact questions potential clients get hung up on before they’re ready to commit to a sale. Sharing the information that answers these questions at the right time becomes a standard step in your sales processs because an educated prospect is your best shot at a successful sale.
The same rules apply to the prospects viewing your website. By placing well chosen links to additional information to answer these questions, you give visitors the tools to answer these questions for themselves. These ‘Plan B’ paths for those not ready to take the leap and sign up/buy/register are called “Secondary Calls to Action (CTAs).”