Ever wondered what part of your website or sales page gets read the most?

It’s called the Hero section, which is right under your navigation bar. It’s also where you typically put your first photo.

And your Hero section has the power to pique your reader’s curiosity—or send them looking for that “X” in the top right corner of their screen.

Why is the Hero section so important?

The Hero section is typically the first piece of your website your reader sees when they type it into the search bar or click on a link—and the copy you put there as a headline has the incredible power to help them decide what action to take next.

When you’re writing your website or sales page copy, you’ll want to remember that the job of each line is to get your reader to make it to the next one. You want to hold their attention, capture their curiosity, and inspire them to read more with information that is relevant.

And information that’s relevant shows your reader what’s in it for them.

So, what should you write in your Hero section to continue bringing your dream client down the page and learning more about your services? In this blog post, I’m giving you two suggestions for structuring your headlines and the most appropriate situations to use them in.

Describe your offer, who it’s for, and where it takes place

I highly recommend leveraging this Hero section strategy on the Home or Contact pages of your website. Why? Because it helps your reader understand immediately whether or not your service is for them as soon as they land on your page. And most often, we are directing potential leads to either our Home or Contact pages for their first interaction with us.

Think about it. If someone is looking for a wedding photographer, they likely won’t be best served by a photographer who specializes in newborn photography. Or if someone is looking for a professional organizer to come into their home and help them, a professional who only offers virtual consultations may not be the best fit, either.

Telling your reader what you offer, who it’s meant for, and where it takes place helps them decide if you are able to serve them. If you can, they’re likely to keep reading. But if not, you’re signaling to them that they may want to continue their search elsewhere. This isn’t something to be afraid of. It will save both you, the business owner, and the person needing support, precious time and energy.

(In fact, this is exactly what your website should do. 😉)

Here are some examples of what your Hero section headline could look like following this strategy: “Wedding photography for quirky couples in San Antonio, TX” or “Designing calm and stylish spaces for New Jersey families”

Describe the transformation your dream client can expect to receive

This Hero section strategy works extremely well for the top of sales pages, your About page, and your Services page.

It starts to get your reader imagining the impact you could have on their life—and if that sounds good to them, they’ll want to know more and keep reading!

Because remember—your copy isn’t about you. We can talk about ourselves all day long, but what really matters to the reader and potential client is what’s in it for them.

Here are some examples of what your Hero section headline could look like following this strategy: “Conquer your most daunting household tasks with easy to follow systems and solutions” or “Break free from restrictive habits and build a healthy life you love your way”

Each line of your copy should be designed to encourage your reader to read the next one. So don’t be afraid to lean in and brag about what you do and the transformation you can give someone!

If you’ve officially hacked your Hero section and still aren’t seeing the results you were hoping for, an expert set of eyes on your copy could be what you need. I’d love to hop on a call, look over your work, and give you some actionable feedback and tangible tips you can use to improve your copy and start converting via a Copy Audit session. Or, if you’re ready to re-brand and need the support of a copywriter to overhaul your entire website or sales page, let me know here!

Thanks for stopping by the blog!

If this is the first time we’re meeting—hello! My name is Val Casola and I’m a website copywriter and brand storyteller for creative and lifestyle brands who want to articulate their value and grow their business.

Come say hi over on Instagram or send me an email at valcasolawrites@gmail.com! Thanks for reading!

Photo by Alexa Williams on Unsplash