Changing messaging based on the desired action you want your audience to take can have a huge impact on not only your conversions but also in terms of the page experience of your users. With SEO, little details can go a long way in this area of optimization.
Rather than using the standard “Contact Us” on all of your call to actions (CTA), you can change them to be appropriate for whatever your website visitors are interested in. For example, if you run an HVAC company and a visitor lands on your indoor air quality page, you should have your CTAs display a message for that visitor to “Get Your Free IAQ Audit!” to offer a more personalized experience and help separate your brand from the competitors.
Additionally, pieces of content fall short too often in terms of ranking because the author places too much emphasis on trying to close the deal with readers rather than serving as an educational resource. There’s a very fine line between when to push sales versus valuable information to your audience. Knowing which messaging is more appropriate will make all the difference in building relationships with your audience.