Back in university, I took a job prep class—honestly, because I needed the credits. One of the biggest things it taught me was the art of the elevator pitch.
Now, I wasn’t the biggest fan of getting graded for my ability to explain exactly who I am and what I do in the time it would take to ride an elevator to someone’s floor. In real life, if you succeeded you’d get to exchange contact information probably. If you failed, well…awkward elevator ride, I guess?
Your website’s hero copy is like the elevator pitch for your business. Not only does it need to capture attention quickly in seconds, it needs to condense every interesting thing about your brand into a few lines.
Not so easy peasy, hey?
Just like in the theoretical elevator, your hero copy is competing with distractions (checking their phone, thinking about their next meeting) and time (studies show 8 out of 10 people will read your headline, but only 2 will read further).
You really only have this one chance to make a first impression so good that your reader stays intrigued by your website.
So, let’s talk about what hero copy is, how to write it effectively (yes, you’re going to get formulas!), and look at some above-the-fold website examples. You in?
What Is Hero Copy?
Hero copy refers to the main text elements in your website’s hero section—the first screen visitors see before scrolling. It’s your digital elevator pitch, the most important real estate on your entire website. Hero copy typically includes your headline, subheadline, and a call-to-action (CTA). Think of it as your digital handshake that needs to be confident, clear, and set the right tone for everything that follows.
This is where you answer three key questions:
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- What do you sell?
- Who is it for?
- How do you solve their problem?
Fun industry term for this part of your website is above-the-fold. It’s all the text you would see before having to open a newspaper. In digital space, all it means is all the stuff someone sees before needing to scroll.
What Are Three Elements Of Good Hero Copy?
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- The Hook
Probably the biggest text on your page (or H1 for my HTML girlies), the hook has to instantly capture attention. Some ways to do this are by thinking about the…
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- Transformation you provide
- Pain point you solve
- Identity your clients want to achieve Pro tip: Your brand voice guide’s unique selling proposition should shine here.
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- The Details
Now, explain what you actually do—in the clearest, most concise way possible. If you’re a web designer for creative founders, say exactly that. Skip the fancy jargon like “digital universe ecosystem creator.” Remember, the hook is about your clients. The details are about your business.
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- The Call-to-Action
Finally, every hero section needs a clear next step. Your CTA should be:
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- Specific and action-oriented
- Relevant to the visitor’s stage in their journey (do they need a link to inquire or a link to the services page, for example.)
- Easy to spot
What can you say that will get the reader to take the next step?
How To Write Hero Copy That Resonates
Start With Research
Don’t guess what your audience wants to hear—know it. The best hero copy comes from:
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- Client interviews about why they chose you
- Testimonials and reviews highlighting real benefits
- Customer support questions revealing pain points
- Competitor analysis showing market gaps
Focus on Transformation
Your hero copy should emphasize outcomes over services. Ask yourself…
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- What end results do clients really want?
- How do they feel before working with you?
- How do they feel after?
- What’s the biggest change you help create?
Testing Your Hero Copy
Great hero copy often comes through iteration. Test your copy by:
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- Getting feedback from ideal clients
- Running A/B tests if possible
- Monitoring bounce rates and time on page
- Tracking CTA click-through rates
Proven Hero Copy Formulas That Actually Work
You know what the best creatives start with? The basics. These formulas will help you get started writing your hero copy because it’s the most important website copy you’ll write.
Formula 1: The Classic
[Descriptive Word] + [What You Do] for [Who You Do It For] + [Main Benefit]
Example: “Creative brand design for coaches ready to be seen.”
CTA: “Book your consultation”
Formula 2: The Problem-Solver
[Benefit or Pain Point] + [What You Do] + [Who It’s For]
Example: “Sound like the expert you are with UX copywriting for service providers.”
CTA: “Inquire here”
Formula 3: The Full Package
Headline: Hook them with the main benefit or emotional trigger
Subhead: Explain what you do, who it’s for, and your unique approach
CTA: Guide them to the next clear step
Common Hero Copy Mistakes
Being Too Clever
You don’t want to be so focused on being unique that no one knows what you actually do. How would you blab about this to your ideal client, who happens to be your best friend? Write that.
Focusing on Features
While features should be part of your hero copy, you should also mention specifically how you change someone’s life or business. Not just what you do but what’s in it for your ideal client.
Missing a Clear Next Step
You want your website to sell for you even when you’re sleeping. Make sure your above-the-fold CTA is crystal clear.
When Your Hero Copy Still Doesn’t Sound Right…
Your hero copy isn’t about making a great first impression on everyone. It’s about capturing the attention of the people who will actually make you money and build your brand. Want me to do this for you? Inquire about website copywriting here.
