Every blog in your Complete Deployment Packet ships with three call-to-action variants — labeled A, B, and C — at the bottom of the article content. They exist because different water and wastewater service companies sell differently.
What each one is for:
CTA ABooking a call
Use this if your sales process starts with a phone or video conversation. Best for service quotes, complex consultations, or large project bids.
CTA BFree assessment or audit
Use this if you offer a free intake step before a paid engagement. Best for ongoing service contracts and inspection-based offers.
CTA CEducational follow-up
Use this if you’re not asking for the sale yet — for example, a downloadable checklist or a newsletter sign-up. Best for top-of-funnel awareness work.
How to choose:
- Read all three.
- Pick the one that matches the next step you actually want a reader to take.
- Delete the other two completely — don't leave any other CTA blocks in the published article. Multiple CTAs lower conversion.
If none of the three fit your business, write your own using the same length and tone. Don't add more than one — pick one, lead with it, mean it.
— From Content Matters Labs —Your buyer is on a deadline — a permit review, a council meeting, a compliance audit, an event they didn’t see coming. Nobody reads a technical water article for fun. We write to the moment they’re actually in, so when they land on your page, their trust becomes yours.
Common CTA issues:
- None of the three fit my business — write your own using the same length and tone. Don’t add more than one — pick one, lead with it, mean it.
- Not sure which to use — pick the one that matches the next step you actually want a reader to take. Sales process starts with a call → A. You offer a free intake → B. You’re building an audience → C.
- Want to test more than one — do it with A/B testing over time, not two CTAs on the same page. Multiple CTAs on one page lower conversion.
Still stuck? Email us at contact@contentmatterslabs.com with your business type. We’ll help you pick the right one.