Solved: Need Website Feedback & CTA Testing Advice

Hi there,

Thanks for reaching out. I'm happy to give you some initial thoughts and guidance on your situation. It's quite common for referral wells to dry up, and it's a good move to build a more robust, predictable system for generating leads before you get into more outbound work. Based on what you've described and my experience with similar B2B tech companies, here's my take on it.

We'll need to look at your website first...

Honestly, before you even think about spending a single pound on ads, your website needs to be your absolute prioirty. I've seen it time and time again – companies with a brilliant service pour money into ads only to see it all go down the drain because their website isn't set up to convert visitors. A weak website means a low conversion rate, and that means every lead you get will cost you a fortune.

You asked how to test a Call To Action (CTA). The real question isn't just about testing, but about having the *right* offer in the first place. You're in B2B, selling a high-ticket, high-trust service like AI consulting. This isn't an impulse buy. The sales cycle is long and requires a relationship. So, you need to think about your sales process. What's the very first step you want a potential client to take? Is it to fill out a generic 'contact us' form? Or is it something more valuable?

For a service like yours, you need to lower the barrier to entry. I've run quite a few campaigns for B2B SaaS and consulting firms. They rarely succeed by asking for a big commitment upfront. Asking someone to "Contact Sales" or "Request a Quote" on their first visit is like asking for marriage on a first date. Instead, you could offer a free audit, a strategy review, or an "AI Readiness Assessment". Something that provides immediate value to them and positions you as the expert, while also qualifying them as a serious lead for you. I recall one client who saw a massive jump in qualified leads just by changing their CTA from 'Book a Consultation' to 'Get a Free Assessment'. It's a small change in words but a huge change in perception.

Your website's main job should be to persausively guide the right kind of visitor towards taking that first, low-risk step. This means the copy on your homepage needs to be razor sharp. It needs to speak directly to the problems of your ideal client – are they struggling with a technical migration? Do they want to implement AI but don't know where to start? Professional sales copy could make a world of difference here. It's not just about describing what you do; it's about showing you understand their pain and have the solution.

I had a quick look at your site, and it definitly feels like it needs that focus. Think of it as your digital salesperson. Does it build trust? Does it clearly articulate your value proposition beyond just listing services? Adding case studies, testimonials, or logos of companies you've helped (if you can) would also go a long way in building that crucial trust.

I'd say you need to think about where your customers are...

Once your website is primed to convert, *then* we can talk about sending traffic to it. You mentioned wanting to avoid Meta, which is perfectly fine for your niche. For a specialised B2B service, your best bets are likley going to be Google and LinkedIn.

The choice between them comes down to one simple question: is your ideal customer actively searching for a solution right now, or do they need to be made aware that your solution exists?

A) They are actively searching -> Google Search Ads.
This is for capturing intent. When a business leader has a problem, say, their legacy system is failing and they need a technical migration specialist, their first stop is often Google. They'll be searching for keywords like "AI implementation service" or "AI consulting firm". Being at the top of the results for those searches is incredibly powerful. This is probably the most direct way to get qualified leads who have an immediate, pressing need.

B) They aren't actively searching -> LinkedIn Ads.
This is for creating demand. Your ideal customer – say, a CTO at a mid-sized tech company – might not be searching for "AI consultants" today. But they are almost certainly on LinkedIn. With LinkedIn ads, you can get your "Free AI Readiness Assessment" offer directly in front of them. You're not waiting for them to find you; you're proactively reaching out to the exact people you want to work with. Given your past success with LinkedIn referrals, this is a natural next step to systemise that process.

You also mentioned Reddit ads. This can work, but it's more of a wildcard. You could target specific subreddits where business owners or tech leaders hang out, but the commercial intent is generally much lower than on Google or LinkedIn. I'd treat it as a secondary, experimental channel once you've got the other two working.

You probably should double down on LinkedIn...

Since your business was built on LinkedIn referrals, it's clear your audience is there. Now it's just a matter of reaching them at scale. This is where LinkedIn's advertising platform becomes so powerful for B2B. It is more expensive than other platforms, but the targeting is unmatched.

First, you need to define your ideal customer profile with painful accuracy. Who are the decison makers?

• -> Job Titles: Chief Technology Officer, Head of Engineering, VP of Innovation, Head of Data Science, etc.
• -> Industries: Software, Financial Services, Healthcare Technology, etc.
• -> Company Size: 50-500 employees (or whatever your sweet spot is).

Next, you'd think about the campaign objective. For B2B, you're usually looking at lead generation. I'd test two main approaches:

1. Sponsored Content to a Landing Page: This is my preffered method. You run an image or video ad in the main feed, and when someone clicks, it takes them to that dedicated landing page on your site for the "Free AI Assessment". The leads you get this way are generally higher quality because they've had to make the effort to visit your site and fill out a form. The copy and design of that landing page is, again, absolutely vital.

2. LinkedIn Lead Gen Forms: These are ads where a form pops up directly within LinkedIn when a user clicks. It's pre-filled with their profile information, making it super easy to submit. You'll typically get a lower cost per lead (CPL) with this format, but the lead quality can be lower too, as it's almost *too* easy to sign up. You'll have to do more work to qualify them afterwards.

I recall one B2B software client, where we used very specific targeting on LinkedIn. We managed to achieve a cost per lead of $22 for decision makers.

You'll need a solid Google Ads approach too...

While LinkedIn is great for proactive outreach, you can't ignore the low-hanging fruit on Google Serch. These are people with a budget and an urgent problem to solve. Setting this up correctly is key.

The foundation is keyword research. You need to get inside the head of a client who needs you. What phrases would they type into Google? You could start by targeting keyords like:

• -> "AI consulting services"
• -> "hire AI development team"
• -> "expert technical migration"
• -> "outsource AI project management"
• -> "AI consultant for small business"

And, you've guessed it, this all leads back to your website. The landing page you send them to must be perfectly aligned with the keyword they searched and the ad they clicked. If someone clicks an ad for "technical migration", the page they land on better talk all about technical migrations, not your general services. Any disconnect will cause them to leave instantly, and you'll have paid for a click that had zero chance of converting.

This is the main advice I have for you:

I know this is a lot to take in, so I've put the core recommendations into a simple table to give you a clear path forward. This is the sequence I'd follow.

Putting all this together – a refined strategy, a high-converting website, and precisely targeted ad campaigns – is a complex task. It's not just about turning ads on; it's about building a predictable growth engine. Many businesses try to do this themselves and end up making costly mistakes, burning through their budget without seeing a return.

Working with an expert can help you avoid those pitfalls and get you to a positive ROI much faster. We handle this entire process for our clients, from strategy and website recommendations to campaign execution and optimisation.

If you'd like to discuss this in more detail, we can book in a free, no-obligation consultation to go through your specific goals and see how we might be able to help.

Regards,
Team @ Lukas Holschuh