The standard B2B hero is a poster: huge headline about you, a sub about your platform, two CTAs aimed at the person you wish was reading. It works fine when nobody is paying attention. The visitor is paying attention. They are deciding, in less than a second, whether to scroll.
Make the hero about the scroll. Not 'sign up' — scroll. Earn a scroll and you've earned a chance.
We've replaced the hero on three Fortune 500 sites in the last year with a single proposition + an unmissable invitation to keep going. Time-on-page, scroll depth, and demo requests went up on all three.
Your hero is a doorway, not a billboard.
Filed in Design6 min