Landing Page 101 - What is a Hero Section and How to Make a Better One?

First impressions matter. In the digital world, your landing page is often the first interaction a potential customer has with your brand. The single most crucial element of this page is the hero section. Picture this: you’ve done all the hard work of attracting visitors to your website through impeccable SEO. Now, the hero section is what hooks them or lets them drift away. In this comprehensive guide, we'll explore what a hero section is and how you can craft one that not only captures attention but also converts visitors into loyal customers.

What Is a Hero Section?

Imagine you're opening the doors to a grand concert. The first thing that hits you is the grandiosity of the red curtains, the pristine stage, and the arrangement of seats—all designed to invoke anticipation and excitement. That stage is your hero section. It's the captivating, above-the-fold segment of your landing page that serves as a billboard for what you're offering. Typically, it includes a headline, subheadline, call-to-action (CTA), and visual elements like images or videos.

Why Is the Hero Section Important?

The hero section sets the tone for the entire landing page. It's your chance to make a powerful first impression. Considering average human attention spans are shrinking—hovering around 8 seconds—you have a narrow window to capture your visitor’s interest. An effective hero section can:

1. Grab Attention: Visually compelling, it uses graphics and design elements that make users stop and take notice.
2. Convey Value: Clearly communicate the value proposition of your service or product.
3. Direct Action: Provide an irresistible call-to-action that takes visitors to the next step in their journey.

Essential Elements of a Hero Section

1. Compelling Headline

Your headline is your first line of offense. It's often the first element that the eye gravitates towards. A good headline should:

• Be concise and clear.
• Address a pain point or need.
• Evoke curiosity or emotions. Example: "Unleash Your Creativity with Our Cutting-Edge Design Tools."

2. Subheadline

While the headline captures interest, the subheadline provides more details, clarifying the value proposition. It's the second line of text under your headline and should ideally:

• Add context to the headline.
• Include a unique selling point (USP). Example: "Our intuitive tools help you bring your creative visions to life effortlessly, making design accessible to everyone."

3. Strong Call-to-Action (CTA)

The CTA is what drives your visitors to take the next step, whether it's signing up for a newsletter, joining a free trial, or making a purchase. A powerful CTA should:

• Be action-oriented (e.g., “Get Started,” “Learn More”).
• Stand out visually.
• Create urgency. Example: "Start Your Free Trial Now!"

4. Visual Elements

Images, videos, or animations—visual elements are not mere decorations; they serve to enhance your messaging. Some tips for effective visuals:

• Use high-quality, relevant images or videos.
• Ensure they don’t slow down your loading time.
• Align them aesthetically with your brand. Example: A background hero image of a designer using the design tool in action.

5. Supporting Text or Bullet Points

Sometimes your product needs a bit more explanation. Supporting text or bullet points can be used to:

• Highlight key features.

• Offer quick-read benefits.

• Provide social proof. Example:

• "Intuitive interface"

• "Cost-effective plans"

• "Used by 50,000+ designers"

Best Practices for Creating an Effective Hero Section

Know Your Audience

How can you solve a problem if you don't know what it is? Understand your audience's pain points, desires, and needs. Design your hero section to speak directly to them. Use language that resonates and visuals that appeal.

Use Effective SEO Tactics

Let's talk SEO. Your hero section isn’t just for humans—it should be friendly for search engines too. Employ keyword-rich headlines and text, but keep it natural. Avoid keyword stuffing. For instance:

• Use Alt Text for images.
• Incorporate long-tail keywords.
• Include a straightforward page title and meta description.

Avoid Clutter

Less is more in terms of design. Overloading the hero section with information or multiple CTAs can overwhelm and confuse visitors. Stick to the essentials—headline, subheadline, CTA, and a strong visual.

Mobile Optimization

With the rise of smartphones, mobile optimization is non-negotiable. Ensure your hero section looks and performs well on mobile devices. This includes:

• Mobile-friendly font sizes.
• Touch-friendly CTAs.
• Responsive images and videos. Stat Alert: According to Google, 61% of users are unlikely to return to a site that isn't mobile-friendly.

A/B Testing

What works for one brand may not work for another. That’s why A/B testing is your best friend. Create multiple versions of your hero section and test them against each other. Analyze performance metrics to see which resonates best with your audience.

Examples of Great Hero Sections

Dropbox

Headline: "Keep life organized and work moving—all in one place."

Subheadline: "Dropbox brings your files together in one central place."

CTA: "Try Dropbox Business"

Visual: Clean background, featuring the Dropbox interface in action.

Slack

Headline: "Where Work Happens"

Subheadline: "Slack is a new way to communicate with your team. It’s faster, better organized, and more secure than email."

CTA: "Get Started"

Visual: Animation of Slack chat interface.

Airbnb

Headline: "Book unique homes and experience a city like a local."

Subheadline: "From cozy apartments to grand castles, find the perfect place to stay."

CTA: "Explore Stays"

Visual: High-quality background image of a picturesque home.

Conclusion

A meticulously crafted hero section sets the stage for an impactful landing page. It serves as the gateway to your site's offering, capturing visitor attention, conveying value, and driving action. By knowing your audience, employing smart SEO tactics, avoiding clutter, optimizing for mobile, and utilizing A/B testing, you can create a hero section that not only dazzles but performs. A compelling hero section isn't just the face of your landing page—it's the heart of your digital brand experience.