How to design a high-converting hero section for your landing page.
First and foremost you have to determine the awareness level of your product or service.
There are four types of awareness:
Problem aware – Aware they have a problem but don’t know that there is a solution.
Solution aware – Aware there is a solution, but they aren’t familiar with yours.
Product aware – Aware of your product/offer, but don’t know if it’s right for them.
Most aware – Aware of your product/offer/brand and they know they want it.
We will start with the first one, which is the most common (problem aware).
Now, let’s move to the actual building blocks of a high-converting hero section:
Value proposition
Main headline
Supporting headline
A closing statement
Hero Image/Video
CTA
1. a. Main headline
Landing pages need to communicate this proposition in a succinct way so that your visitors immediately understand what makes your product or service appealing.
There are different ways you can approach writing your headline:
Using formulas
Explain what you do
Hooks
1. Using formulas
There are time-tested formulas helping you craft your value proposition.
(Do something difficult) in (short amount time) without (problem).
Ex: Build a landing page in less than an hour without help from your developer.
(Do something difficult) in (a short amount of time) and get (something valuable).
Ex: Build a landing page in less than an hour and get more sales and leads.
Avoid (something frustrating) by (doing something difficult) in (a short amount of time) with (product x).
Ex: Avoid wasting time on development and design; build effective landing pages in less than an hour with “Landifier”.
(Achieve Specific Desire) With the (Only / Largest / Most X / etc.) (Product Type) That (Does Valuable Unique Thing)
Ex: Create your landing page with the only tool that creates it in under 60 seconds.
(Eliminate Problem) With the (Only / Largest / Most X / etc.) (Product Type) That (Valuable, Unique Thing)
Ex: Get rid of bloated tools with the only landing page builder that creates your website in under 60 seconds.
2. Explain what you do
When your product is unique all you have to do is explain as simple as possible what it does. No fluff.
3. Hooks
Most products aren’t unique. Address your customer’s biggest objection/pain point.
How to make sure that you’re using the right hook for your audience:
Make a list of keywords of your brand or your product type or competitor brands.
Google “[keyword] reviews”… also: complaints, forum, question, discussion, comment
Check popular review sites – Amazon, Yelp, TrustPilot, Facebook Pages…
Collect into spreadsheet
Categorize and rank them by motivators/pain points, purchase prompts, objections…
This technique is called “Message mining” and it was popularized by Momoko Price. Check her course on CXL. It’s worth it.
1. b. Supporting headline
Subtitles are where you get specific. Explain how it creates the value in your title.
1. c. A closing statement
A closing statement backs up your headling and gives your visitor one last chance to convert. It’s your mic drop, the climax of the story you’re telling about your offering, so make it count.
You have two options here:
If your product is new you can address some anxieties of your visitors, like uncertainties, objections, perceived risks, and so on.
Ex: Expert, responsive customer support; Easy and fast returns; Low-price guarantee…
If your product exists already, you can use social proof. It adds instant credibility to the value you’re promising.
Ex: Testimonials; Reviews; Other relevant stats.
2. Hero image/video
Don’t show me fancy illustrations. Show me your product. Or even better, your product in action. If you can convey emotion by using real people, all the better, but avoid using goofy stock images that’ll ring false.
2. CTA (Call-to-action)
Can be either a standalone button on a clickthrough page or a form on a landing page designed for lead generation. Avoid bland button text like “CLICK HERE” or “SUBMIT.” Use conversational language and let your visitors know exactly what they’ll be getting for their precious clicks.
Here you can use the following:
Focus more on the value you’re providing:
Ex: Create your landing page now; Build your page in under 60 seconds;
Address anxiety:
Ex: Get started for free; Start now! No CC required; Try “Landify” in less than 60sec;
That’s a wrap! In five seconds customers try to establish whether or not you can help them. Make their life easy. Clarity over creativity.
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