Layout & accessibility

Choosing a primary action in the hero

By Benchmark Enterprise Systems, LLC · Published

Reviewed by Ryan Schober · 2026-10-09

Approved by Ryan SchoberEditorial review · 2026-10-09

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The direct answer

A visitor should understand the main offer and the next step quickly. Several equally prominent actions can obscure that choice.

Start with the evidence

Compare button labels, prominence and destinations. Ask whether each action represents a different customer need or simply repeats the same route.

Make the change deliberately

Give the main task a clear primary action and explain a small number of alternatives. Keep labels truthful about whether the destination is a demo, inquiry or purchase.

Further reading

Platform guidance can change. Consult the current official documentation before making platform-specific changes.

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