The most important screen on your site
Your hero is the first screen a visitor sees. It does more work than any other part of your website. It's also where most sites quietly lose a large share of the leads they could have had.
We pulled 60 client homepages from the months before and after we rebuilt them. The pattern was consistent. Vague headlines that could belong to any competitor. Calls to action buried below the fold. Stock imagery that said "template" to every visitor who landed.
Three changes that moved the numbers
The heroes that worked shared three traits. A headline that named a specific outcome. A single, obvious next step. And a visual that showed the real product or result rather than a smiling stock model.
Swapping a clever tagline for a clear outcome lifted hero-to-lead conversion by an average of 40% across the sample.
Your hero isn't the place for subtlety. Say what you do, show you're good at it, and tell people exactly what to do next.
