Hero section

The hero section is the large block at the top of a landing page, usually a headline, a subline, a call to action and an image or product shot. It's the page's first impression.

Why it matters

The hero carries most of the page's work: it has to tell a new visitor what this is, why it matters to them and what to do next, in a few seconds. Small changes here often move results more than changes further down the page.

How to get it right

• Headline: what you sell, for whom, in plain words.
• Subline: the outcome or the reason to believe, ideally with a specific.
• One main call to action that says what happens on click.
• A visual that shows the product or its result.

Common mistakes

• A clever headline that only makes sense once you know the product.
• Two or three equally loud buttons.
• A hero that doesn't match the ad or email that brought the visitor.