// guide
How to write a landing page hero that converts
The hero is the single biggest lever on a landing page, and the one most often broken. It's the first thing a cold visitor reads, and usually the last if it misses. Here's how to write one that earns the scroll.
The hero has one job
Make a stranger understand, in five seconds, what they get and why it's for them. Not what your company is. Not your category. The outcome.
The #1 mistake: describing the company, not the visitor
Most weak heroes read like an internal positioning statement that escaped to the homepage. They name the product and the category, but never the result the visitor walks away with. The headline makes sense to you because you already know the product. A cold visitor has none of that context.
A formula that works
A reliable structure: [specific outcome] for [specific audience], without [the pain]. Then a subhead that says how, in one concrete line. Then one CTA whose label is the outcome, not a generic verb.
For example, instead of a vague 'The all-in-one platform for teams', something like 'Close your books in 2 days, not 2 weeks — for finance teams drowning in spreadsheets.' (Illustrative, not a real brand's copy.) The point: an outcome, an audience, and a pain, in plain words.
Pair it with the right subhead and CTA
The subhead earns the click by explaining the how in one sentence, without jargon. The CTA then names the result: 'Get my audit', 'Start my free trial', 'See my score' — not 'Submit' or 'Learn more'.
If your hero, subhead, and button all point at the same concrete outcome, you've already beaten most landing pages.