Start with intent

Decide whether visitors mainly need to contact you, review work, request a demonstration or book a discussion. Give that action the clearest position. Secondary actions can remain available, but they should not all compete equally. A profile with several dominant buttons can leave the visitor unsure which route is intended. The right action depends on the context, not a universal conversion formula.

Match the destination

Make sure the linked experience fulfils the promise of the button. A request for a discussion should not unexpectedly open a purchase form. Explain any preparation or eligibility requirements before asking the visitor to invest time. Review the quality of resulting enquiries rather than only the number of clicks. A highly visible action is useful when it starts the right conversation.

Imagine this

Hypothetical example

A hypothetical consultant primarily uses a profile after in-person meetings. “Discuss your project” becomes the main action, with portfolio and contact-saving options nearby. The resulting form asks for the project context rather than pushing the visitor into an unrelated subscription journey.

Make it practical.

Use this checklist as you read. Checks are not stored.

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