Make it easy to say "Yes!"
Make it easy to say "Yes!"
For B2B buyers, clarity and speed-to-value win. They’re busy, juggling priorities, and often overwhelmed by complexity. Your job is to simplify the journey, surface relevance fast, and let them raise their hand with confidence.
Prune mercilessly
Avoid excessively long menus and endless feature lists. Focus the experience on one action per page and intentionally drive that point home.
Delight, don’t assign homework
Think GIFs, pre-filled carts, automatically playing videos. The important information should be clear and easy to find.
One next step.
Whether it’s book a call, start a trial, or download a guide—don’t stack CTAs.
Optimize conversion points
Pricing, integrations, and feature pages deserve the best UX—not your homepage.
Use defaults and nudges
Suggested use cases, "most booked plan" tags, and FAQs guide without pressure.
Test and tweak.
Can’t decide between 2 CTAs? A/B test them. Just never make the user decide between the two.
Lead with value before asking for the form fill (e.g., a how-to tip or industry insight). It builds trust over the long-haul and leads to better conversions.
Each email = 1 pain point, 1 solution, 1 CTA. A focused format makes it easier for the reader to take action. The exception to this rule is your weekly or monthly newsletter, but even then add value in the email before asking them to click or read more
Social
LinkedIn carousels that walk through a 1-2-3 solution story. “Problem → Insight → Solution” all within the post. 3-4 frames is ideal–more than that and it becomes exhausting to click through
Silent video (with captions) of the product in use or integration setup. Show the workflow. Don’t assume they’ll turn on sound or click to watch.
Website
If the goal of the page is a demo request, “Demo Now” should be the only CTA above the fold. Don’t distract with webinars, PDFs, or blog links unless they’re in research mode.
If they submit a form, offer calendar booking right away—not “check your inbox.” Instant gratification matters even in B2B.
Keep top nav simple: 5 links max, with the rest in a clean resource center. Don’t make your user hunt for content.
Progressive steps: The best time to open up more paths is when your audience is ready to explore. Start with a clear entry point—like “I’m in Marketing” vs. “I’m in Finance”—and tailor the rest of the experience accordingly. Each step should load quickly, lower mental friction, and keep momentum moving. You’re not overwhelming them; you’re guiding them, bit by bit, like a good rep who answers only what matters right now, then builds from there. This makes the site feel personal without overwhelming the visitor with irrelevant content.
Calculators and Reports: Think of tools that offer high value information like audits and ROI estimators. The questions the user is answering is hard, but the reward is high. Reveal one question at a time and give progress bar to prevent them from feeling overwhelmed.
Reveal → Decide → Nudge: Lay out your Basic, Pro, and Enterprise plans—but have the Pro tier pre-selected. That middle option feels like the “safe bet,” and it’s no accident. It’s called the compromise effect (or center-stage effect), and it works because people naturally gravitate toward the middle when faced with extremes. They don’t want to overpay, but they don’t want to miss out either. A smart default makes the decision feel easier—and more confident.
When Choice Does Work
Bottom Line
Whether DTC or B2B, the core truth holds: more paths don’t equal more progress. When in doubt, simplify the experience. Give users one clear next step. And test your way to better results—one nudge at a time.
Built by Salt Digital—because great marketing isn’t about making buyers work harder. It’s about making it feel easy to say yes. 🧂
If this playbook sparked a few ideas—or helped you spot where your marketing might be working against your buyers instead of for them—let’s talk. I help startups and small teams turn scattered funnels into seamless experiences that actually convert. Book a quick call and let’s figure out your next best move.
Book a Demo (Or just say hi—either way, I’d love to hear what you’re building.)