FinWellU Discovery Call CTA Strategy

Overview

During the January 29, 2026 Finwell launch planning call, Peter Tourville identified a gap in the site's lead-generation posture: the website was functioning as a validation tool rather than an active sales asset. The solution agreed upon was a targeted "Schedule a 15-Minute Discovery Call" CTA, placed strategically to capture employer and HR professional leads without surfacing to unqualified visitors (e.g., students or employees logging in to access content).

This article captures the placement rationale, calendar routing decision, and implementation notes for that CTA.

The Problem

The existing site had a generic "Contact Us" button with no direct scheduling mechanism. Peter's concern was explicit:

"This is not just a validation site. This is actually I need there be a call to action on this site at all times."

A site-wide CTA (e.g., in the global nav) was considered but rejected because it would surface to all visitors, including employees using the platform — generating unqualified inbound calls about topics like Roth IRAs rather than employer partnership inquiries.

CTA Design

Button label: "Schedule a 15-Minute Discovery Call" (or similar — "Book a 15-Minute Discovery Call" was also used interchangeably in discussion)

Scheduler: Calendly-style booking tool, linked directly to Paul's calendar

Rationale for routing to Paul: Paul (the founder/key stakeholder) is the only person at this stage who can convey Finwell's mission with the depth and passion needed to convert an initial employer inquiry. As John Jonas framed it: "You're effectively letting Paul be the ringmaker for people that call in."

Placement Strategy

Primary: Employers Page

• Replace the existing "Contact Us" button with the discovery call CTA
• This page is the natural landing point for HR professionals and employer prospects
• Keeps the CTA away from the student/employee-facing portions of the site

Secondary: About Us Page

• Add a targeted section framed around employer context (e.g., "This is us. This is what we do. If you're an employer, learn more.")
• Follow with the discovery call button

Explicitly Avoided: Global Navigation

• A persistent nav-level CTA would reach all site visitors indiscriminately
• Risk: employees or students booking time expecting financial education Q&A

Implementation Notes

• The CTA should be implemented once Peter delivers the revised copy (due EOD Monday, Feb 2) so button language aligns with the updated outcome-focused messaging
• Mark Hope (AAG) is responsible for implementing the CTA alongside all other copy updates
• Paul's calendar link needs to be confirmed and provided to the AAG team before implementation
• The Employers page will also receive a new "Finwell vs. Traditional" comparison table (per Peter's AI-assisted copy work), which contextually supports the discovery call ask

Generalizable Principle

Place high-intent CTAs where your target buyer is, not where all traffic lands.

For B2B products with a mixed audience (e.g., a platform serving both end-users and the employers who purchase access), a global CTA creates noise. Scoping the CTA to pages where the buyer persona is already self-selected — like an Employers or About page — improves lead quality without reducing conversion opportunity.

This pattern applies broadly to any client site where the paying customer and the end user are different people.

Related

• ^[1] — NextLevel / Finwell client overview
• ^[2] — Source meeting
• ^[3] — Companion article on the copy strategy shift