Hero Section of a Website: A Copywriter Explains It All
The hero section of a website is the first thing visitors see when they land on a page. This is the section above the fold, before any scrolling. It usually includes the page's headline, sub headline, and a call-to-action button.
Fullstory studied 15 billion user sessions and found that people are scrolling less than they used to. This is why you need to make sure your hero section is carefully written and designed to convince visitors to stay on the page.
I'm a copywriter who works with small business owners and service providers to write websites that attract the right audience and turn visitors into clients. The hero section is one of the most important pieces of that work. If you get it right, visitors know if they're in the right place.
In this article, I'll break down what goes into a hero section, the frameworks I use to write effective copy, and examples of hero sections that work.
What Is a Hero Section?
A hero section is the large section at the top of a webpage, right below the navigation menu. It's the first content people see when they visit your site, before they scroll down. It’s also often called the header section of a website.
Most hero sections include four pieces:
Headline: The main message or value proposition and the page's H1 for SEO
Sub headline: A supporting line that adds detail or context
Visual: An image, video, or graphic
Call-to-action (CTA): A button or link that tells visitors what to do next
Design: Layout, spacing, and load speed that make the section easy to read
What Makes the Hero Section of a Website Work
A strong hero section answers two questions in seconds:
What is this?
Is this for me?
While it can be tempting to use clever wording, people usually won't stay on your site to figure out what you’re actually offering. People are busy, and we want answers without guesswork.
For example, if you're a therapist, you'd say "Support for couples who want to improve their relationship," instead of "A safe space for couples." This specific language tells website visitors exactly who you help and how, so they know in seconds if they're in the right place. If you like wording like “a safe space,” you can always include it further down on the page.
4 Frameworks for Writing Hero Section Copy
If you're stuck on where to begin with your hero sections, these four frameworks are simple starting points. You might use some or all of them across your pages since each page should have a hero section.
Problem-solution -Name the visitor's problem and how you can fix it. Example if you’re a website designer: "You don’t love the way your website looks. We'll design one you love and that brings in more clients."
Benefit-driven -Lead with the outcome instead of the feature. Example if you’re an esthetician: “Non-invasive skincare services to help you feel confident in your skin.”
Question hook - Ask the question your ideal visitor is already asking themselves. Example if you’re a photographer: "Looking for a couples photographer in Denver, CO who will authentically capture your love?”
Bold statement - Make a confident, specific claim about what you deliver. Example if you’re a candle company: "Hand-poured candles that make your home smell like a five-star hotel."
Common Mistakes to Avoid
It can be tricky to get your website hero sections right — that’s why hiring a copywriter can be a good idea. Here are a few common mistakes to avoid:
Vague language - Phrases like "innovative solutions" or "quality care" could describe almost any business. Instead, say exactly what you offer.
Benefit-first copy - Visitors care about what a feature does for them, not the feature itself. Lead with the benefit, then explain the details further down on the page.
Trying to say it all - Your hero section isn't the place for every detail. Keep it to two or three sentences, and save the rest for the sections below as visitors scroll.
Weak or generic CTAs. "Click here" tells visitors nothing about what happens next. A CTA like "Explore Wedding Packages" or "Book a Free Consultation" shows a clear action they’re taking.
Forgetting SEO - Your headline is often the H1 on the page. Include your target keyword phrase for SEO to help Google and AI tools understand and show your site.
Examples of Website Hero Sections That Work
Here are a few examples of effective hero sections I’ve created for my clients and myself, followed by highlights of what’s working for each.
Wedding Photographer
Leads with a question hook that speaks directly to the target audience
Includes local SEO (“Raleigh, Durham, and the surrounding area”)
Subheadline helps both visitors and search engines understand exactly who the business helps
Mother-Daughter Therapist & Coach
Uses specific, searchable language instead of generic therapy terms
"Healing mother wounds" shares the benefit and connects with the reader’s specific problem
CTA ("Book a Free Consultation") makes it clear what to do next
SEO Writer & Consultant (me!)
Bold statement that still names a specific outcome instead of a vague promise
Sub headline adds detail on who the services are for and what they include
CTA ("Explore Services") tells visitors exactly where they're headed next
Hero Section of a Website: FAQs
Which is the hero section of a website?
The hero section is the area at the top of a webpage, directly below the navigation menu. It's the first content visitors see before scrolling.
What is the difference between the hero section and a landing page?
A hero section is one part of a page. A landing page is an entire page built around a single offer, and it often opens with a hero section before going into more detail.
Does every page need a hero section?
Most pages benefit from one, especially homepages, service pages, and product pages. A homepage hero section explains what you do, while a service page hero section confirms visitors are in the right place.
Why do they call it a hero section?
The name comes from the "hero image," a large photo or graphic placed in the most prominent spot on a page. Add a headline and CTA to a hero image, and you have a hero section.
Hero Section of a Website: Next Steps
The hero section of your website is one of the most impactful parts of the page. Think of it as the first impression and deciding factor in whether a visitor stays or leaves. Getting the words right takes more than a good idea. It takes copy created to rank on Google and AI search while also giving visitors a reason to act.
Need help with your hero sections? Explore my copywriting services — I’d love to help make sure your copy is attracting the right people and turning them into clients or customers.
