📂 Is it time to rethink your website hero?

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Have you noticed something new on SaaS websites lately?

The traditional “Get Started” button is getting an upgrade.

Big names like Drata and Expensify are replacing generic calls-to-action with a survey right in the hero section.

What’s the strategy?

Instead of sending everyone down the same path, these companies let visitors quickly choose what fits them best right from the start.

These surveys can be a clever way to help users navigate the service in a way that might feel more tailored to them. By asking one simple question, SaaS companies can get them in the onboarding process in a way that feels personalized.

Drata, for example, has users select which compliance framework they’re interested in before getting started.

Expensify takes a similar approach, asking users about their potential goal.

These small choices make a big impact.

Why it works

Hero surveys may be a minor addition, but they can provide some valuable data for companies from the start. They give immediate insight into what potential customers care about most, which can inform everything from product development to future marketing campaigns.

It can also be a better way to gather insights without feeling intrusive.

Think about interactive product demos embedded on a page. They help surface the product experience to visitors who aren’t ready to get started yet. Pulling interactive product demos forward reduces anxiety and gets more people to engage.

Pulling the onboarding survey forward to the site has a similar effect in getting more people to engage and move through the flow.

By placing the survey directly in the hero section, it feels like a natural, crucial part of the experience. Visitors are more likely to see it as a guide, not an interruption.

It’s a win-win: users feel understood, and companies collect valuable insights to better serve their audience.

Hero surveys are a rising trend that make experiences feel tailored, reduce friction, and increase conversion rates.

Have you tried something like this on your site? Or are you thinking about it now?

Hit reply — I’d love to hear your thoughts.

Talk soon,
—Corey