Strong hero copy helps visitors decide within mere seconds of landing on your site whether to go, stay, or take action. But since this is a newer concept, there can be some confusion. What should the hero section contain? How to write your hero section to get the results you want? Let’s explore.
The Hero Section Saves the Day
No matter which page of your website someone lands on, they’re faced with an immediate decision to make:
Should I stick around and read, or should I click away?
The hero section of that page helps them make the determination. And it happens FAST.
If your goal is to capture more leads and convert more customers by way of great web content, then the very first web copywriting project you should tackle is the hero section.
Hook the reader in the hero section, and they’ll continue on exploring down the page.
From there, they’ll read your advice, and decide whether to take the next step: sign up, or reach out.
The Hero Section Does the Heaviest Lifting
The hero section of your website does heavy lifting for the rest of the page.
As you write yours, predict questions that your readers may have, and answer them.
These might be:
- What do you do?
- Who do you help?
- Why should they care?
- What should they do next?
Your website visitors need this information up front… because honestly, the web has changed.
With so many distractions and the high probability that readers are browsing from their phones, your window of opportunity has gotten smaller.
Web pages used to do the slow build… with a teaser to pique curiosity and intrigue, so they’d keep on reading.
Now, though, it’s in your best interest to get right to the point.
If what you say in the hero section resonates, they’ll continue on down the page.
Additionally, AI-based search makes it important to have your website catalogued as accurately as possible.
Being clear in your hero copy helps AI understand what your site is about.
This way, you’re more likely to show up for the right topic match, and get closer to having your brand mentioned at the top of AI summaries when people search.
Before we get into these important details though, let’s just summarize what a hero section is exactly, for newcomers to the term.
What Is a Website Hero Section?
The hero section is the prominent area at the top of a webpage, usually visible before a visitor scrolls.
It typically includes:
- A headline
- A supporting subheadline
- Possible summarized text
- A call-to-action button
- An image, graphic, or visual element
Think of it as your website’s digital first impression.
A strong hero section doesn’t need to say everything about your business.
Instead, it should focus on the most important message your visitors need to hear immediately.
The Biggest Mistake Businesses Make With Hero Copy
One of the most common hero section mistakes is writing from the company point of view rather than speaking directly to the customer.
This is about first-person versus second-person perspective.
Here’s an example that’s seen all too often:
“We are a full-service marketing agency with 15 years of experience providing innovative solutions.”
While the stated facts in the above sentence may be true, the line fails to capture interest in the first place.
A customer-focused version might read:
“When you need fresh marketing strategies and innovative solutions to capture more sales, count on Company X to deliver.”
Here’s the same message structure, but developed and with dramatic pauses:
“Breakthrough concepts. Innovative solutions. Big wins for your business.
For real-world marketing strategies that work, count on Company X.
With 15+ years of experience helping clients succeed, we’re proud to deliver a full range of services to meet your needs.”
Good website copy starts with understanding what your audience wants and speaking to that… not simply listing what you offer.
A Writing Formula to Make Your Hero Section Fly
Here’s a tested method for crafting a compelling hero section for each page of your website.
Write a Clear, Benefit-Focused Headline
Your headline attracts instant attention.
A good one can make your readers take notice, and want to keep on reading.
A boring hero headline can send visitors away just as quickly as they arrived.
In your hero section’s headline, communicate the primary benefit of working with you.
Instead of:
“Welcome to ABC Consulting”
Try:
“ABC Consulting Helps Small Businesses Build a Stronger Online Presence”
In your hero section’s main heading, help the reader understand your value without having to think too hard.
Explain How You Help
Your hero section’s subheadline and supporting text provides additional context. This is where you can clarify:
- Who you serve
- What you provide
- What makes your approach different
For example:
“Professional website copy and content strategies that help service-based businesses attract the right customers.”
The headline captures attention. The subhead builds understanding.
Add a Clear Call to Action
Every hero section should guide visitors toward the next step. Common calls to action include:
- Schedule a consultation
- Request a quote
- Download a guide
- View services
- Start your project
Avoid vague buttons like:
- Click Here
- Learn More
- Submit
Your call-to-action button should tell visitors exactly what happens next.
Use Your Own Writing Voice
Many websites lean too heavily on overused phrases.
How many times have you come across these types of claims from a business website?
- “Innovative solutions”
- “Results-driven strategies”
- “Cutting-edge technology”
- “Passionate professionals”
Now before you start to feel targeted because you have actually included these phrases in your copy, keep in mind that there are ways to substantiate such claims.
How do you do it?
Add a customer-focused supporting sentence that also conveys authenticity, to deepen impact:
- Breakthrough solutions. As early adapters, we’re ready to bring your brand to the forefront.
- Results-driven strategies. Testing, tracking and tailoring what works are just some of the ways we’ll help you succeed.
- Cutting-edge technology. We’ll get you up to speed to emerge as a thought leader and innovator in your niche.
- Passionate professionals. We’re in for the win, working hard on your behalf, and celebrating your achievements every step of the way.
Strong web copy initiates a real conversation with your ideal customer. Bring the reader into a scenario, so they can get a clear mental picture of working with you.
Your Hero Section Should Match the Rest of Your Website
A hero section is not a standalone piece of copy. The brand voice, messaging goals, and contextual information should match and work together with your website’s main pages.
This will give the reader a complete picture of what you do, who you help, and how your products and services solve problems.
Consider the hero section of every page as an introduction and warm-up to the following:
- Service pages
- About page
- Blog content
- Landing pages
- Calls to action
Your website should guide visitors through a clear journey:
Attention → Understanding → Trust → Action
The hero section begins that journey.
Need Help Writing Your Website Copy?
Professional copywriting can help transform confusing website messaging into clear, customer-focused content.
Dina Gio and team can help!
Contact us for a web copywriting quote today.