The Hero Section Pattern Library for Marketing Websites
Your hero section does 80% of the conversion work on your home page. If the hero is wrong, every other improvement underneath it has limited impact.
This is a library of hero patterns that consistently outperform alternatives in real A/B tests across service-business websites.
Hero section patterns that work
- Specific value proposition headline (one sentence, one promise)
- Subheadline that handles the immediate "but who is this for?" objection
- Primary CTA above the fold (usually a phone or form action)
- Social proof element (reviews, logos, or stat) within the hero area
- Hero visual that shows the work, not just the brand
- Mobile hero that compresses to fit one screen height
The headline test
Cover your logo, your brand colors, and your hero image. Read only the headline. Could a stranger tell what you do, who you do it for, and why it matters? If not, the headline is wrong.
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Bottom line
Rewrite your hero headline to pass the cover test. Most service business sites can double their hero conversion rate with a sharper headline alone.
Further reading: Julian Shapiro's growth resources.