Your homepage has one job: help the right visitor quickly understand what you do, who you do it for, and why they should care.
If that doesn’t happen in the first few seconds, they’ll scroll aimlessly or leave altogether.
That’s why the hero section matters more than any other part of your website.
Why the hero section matters
The hero section is the first thing people see. It sets the tone for your entire website and shapes their first impression of your brand.
With a poor homepage:
- Visitors feel confused
- Your value isn’t clear
- You lose good traffic to competitors with clearer messaging
With a great homepage:
- Visitors instantly know they’re in the right place
- Your message feels relevant and confident
- People are more likely to keep reading and take action
What a strong homepage hero section includes
A high-performing hero section is simple, direct, and customer-focused. At a minimum, it should include:
1. A clear headline
This should explain what you do and who you help, in plain language. Avoid clever or vague statements. Clarity wins. Be clear before you’re clever.
2. A supporting subheading
Use this to expand on the outcome you deliver or the problem you solve. This is where you add context and relevance.
3. A clear primary call to action
Tell visitors exactly what to do next. Book a call. Get a quote. View services. Don’t make them guess.
4. Visuals that support the message
Use real photos and videos where possible. Show your people, your process, or the result of your work. This builds trust fast.
How this fits into the bigger picture
Your hero section doesn’t exist in isolation. It’s part of a wider structure that guides visitors through your site and towards conversion.
We use two core frameworks when building high-performing pages:
Our landing page formula, which ensures every page has a clear flow and purpose
Our service page framework, which helps turn interest into enquiries by combining messaging, proof, and calls to action
When these elements work together, your homepage stops being a brochure and starts working like a sales tool.
Action you can take today
Open your homepage and ask, “Would a first-time visitor understand what we do and what to do next in under five seconds?”
If the answer is no, start by rewriting your hero section.
If you’d like help to improve your website, then book a call with me and I’ll walk through specific steps you can take to to increase leads and sales.
