In the example below, you can see how Billable uses a side-box to entice its visitors with a medium lead score to sign-up for an upcoming webinar. Since these visitors have shown some interest but haven’t made a bigger commitment (yet) it is a good idea to use different CTAs, as Billable does. There’s a book a demo button on the homepage and if a visitor doesn’t convert on that, they still might sign-up for a webinar, an easier commit.