On design: One hero rewrite lifted demo requests 28%

Situation Traffic from a Product Hunt spike landed on a hero that described features instead of the painful workflow I was replacing. Task Increase demo requests from the same traffic volume before spending on ads or content. Action I rewrote the hero around the before/after moment, moved screenshots below a single CTA, and removed three secondary buttons above the fold. Result Demo requests rose 28% over the next two weeks with flat traffic. The secondary lesson: every extra CTA above the fold had been stealing intent.