The ‘Schedule a Demo’ CTA is Dead: Best Call to Action Examples

The traditional "Schedule a Demo" call-to-action (CTA) has been a staple in B2B marketing for years, but its effectiveness is waning. In the fast-paced world we live in today, not many people find scheduling a demo very appealing, they would much rather get the answers they need without joining a meeting. 

Besides offering a demo as the initial CTA, you need to come up with an alternative that’s a low barrier to entry for the potential customer. Chances are they’re either in the discovery or consideration phase for your business and you want to make sure you offer them something of value that doesn’t require a high commitment such as a live demonstration call. Let’s dive into what used to work and what currently works, and officially put the “Schedule a Demo” CTA in its grave.

The ‘Schedule a Demo’ CTA in B2B Marketing

For years now the “Schedule a Demo” CTA could be commonly found on plenty of B2B company websites, as it’s popular, especially in the SaaS industry. At first glance, it seems like the best possible option to capture a lead for a cloud-based product or service. However, this approach is drastically changing and is no longer effective. Businesses are looking for answers to their questions fast and are not interested in waiting for a live demo to address their concerns. 

In fact, large software companies like Salesforce are no longer incorporating a “Schedule a Demo” option. Instead, they instantly provide two options to either start a free trial or watch a demo video right on the homepage:

In the past, scheduling a demo seemed like the only option to get customers in the pipeline, specifically for B2B software companies. However, there are a few reasons why this approach is not the best way to capture new customers.

Why The ‘Schedule a Demo CTA’ Doesn’t Work

The effectiveness of the “Schedule a Demo” CTA has diminished due to the evolved expectations of customers. Here are a few reasons why it’s losing its impact: 

High Commitment

One of the primary reasons the "Schedule a Demo" CTA is falling out of favor is the high level of commitment it demands from potential customers. Scheduling a demo typically involves setting aside a specific time, coordinating with a sales representative, and often filling out a form with personal details. This level of commitment can be off-putting, especially in the early stages of the buyer’s journey when prospects are still exploring their options.

Customers today prefer to engage with a product or service at their own pace, without the pressure of a scheduled meeting. The thought of committing to a 30-minute or hour-long demo can be overwhelming, especially when they might not yet be convinced that the product is the right fit for them.

Time-Consuming

Time is a valuable resource, and many customers are reluctant to spend it on a demo that may or may not meet their needs. The traditional demo process requires both the prospect and the sales team to be available simultaneously, which can lead to delays and scheduling conflicts. 

Additionally, demos are often structured presentations that cover a lot of ground, not all of which may be relevant to the prospect’s specific concerns. This can result in a time-consuming experience that doesn’t provide immediate value. In a world where quick, on-demand solutions are increasingly the norm, a time-consuming demo can feel like a significant barrier to entry.

Self-Service Shift

The rise of self-service options has fundamentally changed how customers want to interact with products and services. Modern buyers are accustomed to accessing information instantly, without having to go through a gatekeeper. 

Whether it’s exploring features through an interactive product tour, reading detailed case studies, or watching on-demand webinars, customers want to control the pace and depth of their engagement. The "Schedule a Demo" CTA counteracts this trend by putting the company in control of the interaction, rather than the customer. As a result, prospects may abandon the process altogether in favor of competitors who offer more flexible, self-service options.

Perceived Value vs. Intrusiveness

There’s a growing perception that the "Schedule a Demo" CTA is more about generating leads for the company than providing value to the customer. In the eyes of many prospects, it feels like a sales tactic rather than a genuine effort to help them solve a problem. This perceived lack of value can make the CTA feel intrusive, especially when it’s pushed too early in the buyer’s journey. Customers are increasingly wary of giving up their time and personal information without a clear, immediate benefit. If they don’t see the value upfront, they’re likely to view the request for a demo as an unwelcome interruption rather than a helpful offer.

Effective CTA Examples

Now what type of approach should you take instead of the high-commitment “Schedule a Demo” CTA? There are a few ways you can tweak your website to cater to your users. Take a look at the following examples.

Tableau

Similar to Salesforce, Tableau includes 2 different paths the visitor can take. They can either watch a pre-recorded demo or conduct a free trial. This technique gives the potential customer options without overwhelming them. Plus, either path they take gives them instant value and information that will help them in their decision-making process.

Twilio

A different method you can experiment with is providing downloadable free materials that help boost your company’s service offerings. Twilio provides a few different resources in the carousel at the top of their homepage. They even have an option to try out their ROI calculator:

Finally, if the visitor doesn’t want to view any of these resources, there’s still a free trial CTA button at the top of Twilio's page.

Monday.com

This example gets a little more complex but when done well, it can give the user a more personalized experience. The project management tool Monday.com provides a simple “Get Started” CTA that allows you to sign up for their free plan for an unlimited time. It even asks you for details on what you plan on managing within your next project management tool.

DropBox

DropBox is another example that provides two different paths. One immediately jumps into a free trial and the other helps you explore the plans they offer. A good detail to point out in this one is the fact that they emphasize the fact that they don’t require a credit card for their free trial. While this seems minor, it’s instantly more appealing and offers a low barrier to entry. The less information a customer is required to provide, the better. The odds of them signing up will naturally increase since you’ve provided easy access to the tools and information they’re searching for.

There are numerous other examples we can list, but as you can see there’s a similar pattern between all of them. You need to make sure you:

Create a Low Barrier to Entry

We understand why you would want multiple form fields for data collection or a scheduled Zoom meeting for a demo, but you may be sacrificing quality leads due to the complexity of your process. 

Quickly Provide Value

When customers are in their discovery phase, they want solutions to their problems quickly. Provide as much information as you can from the get-go. This creates a strong value proposition for your business and its services as a result. 

Make it an Easy Process

Scheduling a live demo is taking the more complicated route of getting the customer exactly what they need. Instead, take the time to record a demo that can live on your website for easy access. If you can deliver a free trial, make sure there aren’t roadblocks such as credit card requests that may deter some visitors from signing up. 

Incorporate a Sense of Urgency

Lots of businesses incorporate a strategy that involves limited-time deals or offers that entice the visitor to act now instead of later. Take advantage of any opportunity you have to create a sense of urgency whether it be on your website, in your email marketing campaigns, or ads, etc.

Implementing a New CTA Strategy

In order to effectively implement a new CTA strategy, there are a few preliminary steps you need to take. In addition, you also want to continuously monitor your CTA performance once you’ve put new strategies in place.

Understanding Your Audience

Conducting audience research for your particular industry is key to developing strong CTAs. Get a clear understanding of the type of content your customers gravitate towards and gain inspiration from those observations for your website. 

Similar to the Monday.com example, it’s beneficial to incorporate personalization techniques into your CTAs. This makes the customer feel understood and validated. They’ll feel like they’ve come to the right place to get their problems solved. 

Testing and Iteration

It’s best to assume you won’t knock it out of the park on your first try when it comes to CTAs. That’s why it’s crucial to A/B test and based on your findings, craft iterations that feed off of your current performance metrics. 

Your website as a whole is never a one-and-done project. Continuous improvement is part of the process and that includes your CTAs. implement heat mapping into your data analysis and see where visitors are clicking. If you notice a CTA button continues to be ignored, it may be time to switch up your strategy. 

Measuring Success

Once you’ve implemented your new CTA strategy, it’s crucial to monitor its effectiveness using KPIs. Metrics such as click-through rates (CTR), conversion rates, bounce rates, and time on page can provide valuable insights into how well your CTAs are performing.

However, it’s not enough to track these metrics alone. You need to align them with your broader business goals. For instance, if your primary objective is lead generation, then an increase in conversions from a new CTA is a strong indicator of success. On the other hand, if your goal is to reduce churn, you might focus more on engagement metrics and how well your CTAs are attracting the right customers.

To get a complete picture, it’s also important to look at the customer journey as a whole. Are users who engage with your CTAs more likely to move through the sales funnel? Are they more likely to become repeat customers? By connecting your CTA performance to these broader business outcomes, you can ensure that your CTA strategy isn’t just generating clicks — it’s driving real, meaningful results for your business.

Put the ‘Schedule a Demo’ CTA to Rest

As the digital landscape continues to evolve, so must our approach to customer engagement. The once-powerful "Schedule a Demo" CTA has become outdated, no longer aligning with the expectations and behaviors of today’s customers. The decline in its effectiveness is a clear signal that your CTA strategy needs a refresh to stay relevant and competitive.

At Hounder, we recognize the critical role that CTAs play in driving conversions and shaping the user experience. When we take on a web design project, establishing strong, compelling CTAs is not just a box we check off — it’s a strategic priority. We understand that the right CTA can be the difference between a visitor bouncing off your site or becoming a loyal customer. That’s why we focus on creating CTAs that resonate with your audience, offering real value and aligning with their journey.

Times have changed, and so must your CTA approach. By moving beyond the outdated "Schedule a Demo" CTA and embracing modern, personalized alternatives, you can better capture the attention of your target audience, guide them through the sales funnel more effectively, and ultimately, drive more meaningful business results. Let’s put the "Schedule a Demo" CTA to rest and embrace a more innovative approach that meets the needs of today’s digitally savvy customers.