10.05 · Audit / Conversion & funnels

One CTA, six labels, no calendar.

The site uses ten variations of the same call to action ("LET'S TALK," "CONTACT US," "Get in touch," "Sign Up Here," "Ready to Elevate Your Brand"), and every one of them lands on a generic contact form. There is no calendar booking, no walkthrough scoping flow, no intent-based routing. A high-intent buyer ready to engage has the same path as someone vaguely curious. Conversion is treated as a single binary — talk or don't — when the audience needs three.

CTA INVENTORY · WHAT EVERY BUTTON SAYS

Ten labels, one destination.

CTA WHERE IT APPEARS · WHAT IT IMPLIES · WHERE IT LANDS
PRIMARY
"LET'S TALK!"
Top nav on every page. Implies low-friction conversation. Lands on the contact form.
SECONDARY
"CONTACT US"
In every page footer + as bottom-page CTA on most pages. Same form, same destination.
CASE FOOTER
"READY TO ELEVATE YOUR BRAND?" → CONTACT US
Closes 6 of 8 portfolio cases. The reader just consumed proof; the CTA asks for a cold-start meeting with no intermediate step.
SERVICES
"Get in touch!"
On /what-we-do/. Same destination as the primary CTA.
SERVICES OFFER
"Sign Up Here" → complimentary Total Video Media Plan
The only intent-based CTA on the site. Offers a tangible deliverable. Buried in body of /what-we-do/, not surfaced anywhere visible.
HEALTH
"Connect with Us to Discover Your Path Forward"
On /diray-health/. Same contact form as the parent site. Loses the vertical specificity at the moment of conversion.
NEWS
Newsletter signup (name + email)
On /latest-news/. The only low-commitment CTA on the site. No mention of what subscribers receive or cadence.
PORTFOLIO INDEX
"CASE STUDY"
8 instances on /the-work/. Internal navigation, not conversion. Each leads to a case body that ends in "READY TO ELEVATE YOUR BRAND?"
HOMEPAGE BLOG
"Read More"
4 instances next to blog teasers. Navigation, not conversion.
PORTFOLIO CTA
"Check Out Our Work"
Homepage. Navigation to /the-work/. Not conversion.

THE MISSING INTENT TIERS

Three conversions, one form.

An enterprise marketing audience does not arrive with one shape of intent. There are three distinct readers the site needs to serve, each with a different next-step shape. Today they all hit the same form.

INTENT READER · WHAT THEY NEED · WHAT THE SITE OFFERS
HIGH
"I'm ready to scope" · CMO, VP Growth
Wants: a 45-minute working session with two operators, on a calendar, with a one-page scope sent back inside 48 hours. Today: same generic contact form as everyone else.
MEDIUM
"I want a tactical read first" · Director of Media
Wants: a one-time read on their current plan, a competitive scan, or a category POV. The "Complimentary Total Video Media Plan" offer fits this exactly but is buried inside /what-we-do/. Should be its own page with a clear scope.
LOW
"Tell me what you think" · analyst, prospect-not-ready
Wants: subscribe to the POV, follow on LinkedIn, save a piece for later. Today: newsletter signup that doesn't tell them what they'll receive. No "follow the Diray team on LinkedIn" path. No social proof CTA.

THE CONTACT FORM ITSELF

Six fields. No qualification. No routing.

The form across all pages is the same: name, email, company, phone, message. No intent capture (walkthrough vs. RFP vs. press vs. careers). No vertical routing (CPG vs. pharma vs. toy). No budget signal. No timeline. The result: every form fill goes to one inbox and gets manually triaged, slowing the highest-intent buyers down with the lowest-intent ones.

Today

5 unstructured fields. No intent. No routing. Every submission lands in the same place and waits for a human to read it and reply.

B2B standard

Name + work email + company + role + intent dropdown (walkthrough / pilot / press / careers) + brief textarea + auto-routed by intent. Calendar embed shows for "walkthrough" intent.

PORTFOLIO CASE EXIT · THE WEAKEST CONVERSION MOMENT

8 cases, 8 cold-start CTAs.

Every portfolio case ends in "READY TO ELEVATE YOUR BRAND? Let's get to work!" + contact form. The reader has just spent 600 words deeply engaged with a story about Razor or Pooph or Flex Seal. The CTA asks them to start from zero. The natural next step would be: read another similar case, see how their category is handled, scope a similar engagement. None of those paths exist.

  • Missing. "Related cases" at the bottom of every portfolio piece. After Pooph, show TIDL and Zevo. After Flex Seal, show Copper Fit.
  • Missing. "If your category looks like this, our walkthrough takes 45 minutes" — vertical-specific CTA at the case footer.
  • Missing. "What we'd run for your brand" — a calculator or template that lets the reader plug in their numbers and see a sample plan.

FINDINGS · FIVE CONVERSION FIXES

What to do next.

  1. Build a /contact/ page that's a real walkthrough scoping flow. Intent dropdown (walkthrough / 30-day pilot / category POV / press / careers). Calendar embed for walkthrough intent. Auto-routing by selected intent. The marketing system's /contact/ pattern is the template.
  2. Promote the "Complimentary Total Video Media Plan" to a real page. It's the strongest lead-gen offer on the site. Treat it as one. Dedicated /media-plan/ landing page. Promoted from the homepage and from every services page.
  3. Add "Related cases" at the bottom of every portfolio piece. 3 cards each, picked by category. Turns a single case read into a series.
  4. Add a follow-the-team CTA on /latest-news/ and on every article. "Follow Diray on LinkedIn" + author photo + bio. Today's newsletter signup is too small.
  5. Standardize the primary CTA label. Pick one, use it everywhere. "Book a walkthrough" is the strongest of the existing variants because it implies a concrete shape and a time commitment. Replace "LET'S TALK," "Contact Us," "Get in touch," "Connect with Us" with the single label.