Are you new to marketing and website design? Maybe you fell into it out of necessity to run your business?

If so, you might have heard someone mention the “hero section” of a website and found yourself wondering what that means. But, like so many of us running our own businesses, it can feel awkward to ask for clarification! 

I get it. In the world of entrepreneurship, we all want to feel like we know what we’re doing, even when we’ve been DIYing and piecing our businesses together for years! 

So today, I’m breaking it down for you, so you’ll know exactly what your designer means when they bring up your hero section and understand why it matters for your website.

We’ll get into everything you need to know to get your hero section right from the start—setting the tone, showcasing your brand, and making it easy for visitors to connect with you.

Soon, you’ll be ready to hold your own in your conversations about your website!

What is a hero section?

I’m not here to bury the lead; in simple terms, the hero section is the prominent banner displayed when you first land on a website. It typically features an eye-catching image or video, bold text, and a clear call-to-action (CTA) button. Its goal? To communicate what you do, who it’s for, and the value you provide—all before visitors scroll down. 

A great hero section sets the tone for the rest of your site and can be a powerful tool for your brand.

Want to improve your own hero section? I’ve created a quick-start checklist that guides you through each step—from choosing images to crafting compelling text and designing a strong CTA. Grab the checklist here and start putting these tips into action!

Key Elements of the Hero Section

Here’s a breakdown of what makes a hero section effective:

1. Logo: Typically in the top left (sometimes centered), setting the visual tone right from the start.
2. Navigation Menu: Keep it simple! Five pages or fewer is ideal. Avoid linking to social media here—you want to keep visitors focused on your site. Often, the top-right corner also includes a CTA button.
3. Image or Video: A high-quality, on-brand visual that gives visitors an immediate feel for your brand. It should communicate what they can expect if they choose your service or product.
4. Text: Often in a title/subtitle format, but can also include a short paragraph if more explanation is helpful.
5. CTA Button: Usually just one, so visitors know exactly what to do next.

Why is the Hero Section Important?

It’s pretty universally accepted these days that the content that’s “above the fold,” or the first content visitors see before scrolling through, is key in their decision to stay and explore the site further. 

Some research even indicates that this decision is made within the first 7 seconds on the page. This means that being strategic and clear in this first section are critical elements to ensuring that the rest of your website gets viewed.

An optimized hero section doesn’t just look good; it boosts engagement, encourages visitors to explore further, and ultimately increases conversions. In short, it can lead to more inquiries, bookings, or sales.

A strategically crafted hero section also sets the tone for your visitors’ journey through your website. It’s your chance to quickly and effectively communicate value—answering visitors’ “why should I care?” right off the bat. A strong hero section isn’t just eye-catching; it increases engagement, time on site, and often, your chances of conversion.

Lastly, your hero section helps with brand recall, as visitors remember the feeling they get when they first land on your site. Plus, a clear message here reduces the need for lengthy explanations further down the page, creating a seamless flow. It’s especially beneficial for small businesses competing with larger brands, as it emphasizes what makes you unique in seconds.

Background of the hero section

The term “hero” is drawn from its origin in print design, where a “hero image” was the largest, most prominent visual designed to capture a viewer’s interest. This concept translated to the digital world, where the hero section quickly became essential for presenting key information, branding, and calls to action in a visually and emotionally compelling way.

Sometimes, people worry about calling it a “hero” section—as if they’re positioning themselves as the hero. Rest assured, that’s not the intent! But just as a hero draws people in, this section draws visitors into your website story.

How the Hero Section Works

The hero section’s elements—visuals, text, and CTA—work together to make a quick, compelling impression. High-quality visuals capture attention, while a clear headline and subheadline communicate the value you bring. A strategically placed CTA button nudges visitors toward the next step. When these elements are in sync, they invite visitors to explore further.

Below are some examples from real projects to give you an idea of how the hero section can vary based on goals and brand personality.

Example #1: Grief, with a dash of humor

My client Christine Dowd used her hero section to highlight her new book. The design of the site coordinates with the book cover, though some brighter elements are added further down.  

You can clearly see all the elements of the hero section. And Christine’s sense of humor, even while coping with the grief she describes in her memoir, is evident in her text. The CTA encourages visitors to buy her book—a critical step for a newly published author!

Example #2: Rebranding a travel planner

A travel planner approached me to rebrand from a Disney-focused niche to a broader, luxury-focused service. 

For her hero section, she selected one of her dramatic Budapest travel photo to highlight her own travel experience. 

Though using multiple CTA buttons isn’t always best practice, here it works to cater to clients at different stages in the decision process.  come with an idea in mind of what type of vacation they’d like to take, and they can easily access that information. This site is designed to filter visitors into the right steps to move forward with her services. 

Example #3: sales page

When promoting the Holiday Marketing Kickstart, my hero section was simple but effective. All visitors scrolled further, meaning the hero section did its job. 

For sales-focused pages like this, I omit navigation and logos to keep attention on the CTA, which here aimed to convert directly to sales. For homepages, however, it’s best to keep the logo and navigation visible.

Ready to Improve Your Own Hero Section?

I hope this has demystified the hero section and made its purpose and potential clearer. My passion for web design and marketing began with a love for helping local business owners connect with more customers by optimizing their online presence.

If you have questions, I’d love to help—reach out via my contact page or find me on Instagram, where I share regular tips and answer questions. 

Looking to refine your hero section? My quick-start checklist will guide you through each step—from choosing images to writing compelling copy and designing a CTA. Download it here and start implementing these tips today.

Further Resources:

If you want a deeper dive into creating compelling website copy, check out this copywriting guide I’ve used myself (affiliate link). It’s packed with examples and strategies to help you develop website copy that connects. Also, my colleague Meghan Downs has a fantastic blog on website copy structure.