Your Hero Banner: Why this Small Piece of Your Website Matters So Much

If I have a love affair with anything as a writer, it’s with website writing. Don’t get me wrong- I love writing blogs and brochures, but websites tap my creative juices, and writing for other industries gives me permission to nerd out on research and information gathering. It may not sound fun to you, but a day of website writing while listening to some Depeche Mode or Pearl Jam (class of ’95 here!) is a great day. 

But I also have a favorite part of my favorite writing projects- writing homepages. There are so many small pieces of copy important to the layout and flow recipe for conversion, and every good homepage starts with wowing an audience with your hero banner. A great hero banner will have them scrolling to learn more!

Think of your homepage like the living room of your website. And, Your hero banner is the most prominent wall in that room.

When you have company over, everyone lands in the living room. They make themselves at home on your couch, study the pictures on the wall, figure out your style, and get clues about how you live. They may venture to the bathroom or back porch at some point in their visit, but everyone will pass through your living room. Similarly, when someone lands on your site, they will sit on your homepage and hopefully move to other “rooms” of your site. But even if they only hang on your homepage, you want someone to get a full picture of what your business does, who you serve, and who you are. 

When I get to work on the composition of a website, I start with pouring my writing skills onto the homepage’s copywriting (along with a glass of wine). And the first piece of the homepage I pen is the hero banner.

What is a hero banner? Where is your hero banner?

Pick any well-designed and well-composed website, and you’ll find a wide, attractive graphic at the top with some verbiage splashed across it. That section is called a hero banner or a hero header. 

Why is the hero banner an essential component of your homepage?

We’ve heard all the stats on the number of nanoseconds you have to get people’s attention spans. The bottom line is we’re all squirrels. 

I don’t need to share stats, but knowing the time to woo the people who land on your site is short, your website must be TIGHT to hook ’em and keep people wanting to sit on your site to figure out the scoop on you and why they need you. 

Step into the brain of your prospective client. They’re amped up about something they need- a facial, a website, photography, a kitchen remodel, a gift item, and they’re in hot pursuit. So, they Google, search IG or FB, and then by whatever road they take, they land on your website. 

Are they immediately wowed like they walked into a blind date, and when their eyes landed on the mystery date, they were off-the-chain fine?

Or are they saying, “Whoa, this isn’t what I thought I’d find. I thought they’d be higher end, more polished, professional…? “Or do they feel “meh?” Neutral feelings don’t make people buy.

You always want a WOW response, immediate chemistry, and your reader’s desire to know more. Of course, the face of your website and the first thing they’ll see will be the hero banner, so it’s got to work for you. 

“…the time to woo the people who land on your site is short, your website must be TIGHT to hook ’em and keep people wanting to sit on your site to figure out the scoop on you and why they need you.” 

What are the components of your hero banner?

1. An on-brand image (or video- just watch your load time) that evokes an emotion and is of uber-high quality (if you have an upcoming brand photography shoot, let your photographer know you need some banner images!). Please use a great stock photo if you don’t use a branded original image (always 1st choice). 
2. Punchy and emotive verbiage that compels, hooks, or empathizes and lets someone immediately know what you do and who you serve. Basically, you’ve got to say a lot with a little. 
3. A specific Call to Action (CTA) button. You want to give them the chance to make the next move with you immediately and provide them with the ease of not even having to scroll further to go forward in connection with you. 

Here are some examples from people I follow and heart <3- Amy Porterfield, the team at Funnel Gorgeous, and marketing guru Donald Miller’s Story Brand site. 

If you want to see a couple of examples yours truly has written, check out Isaac Jemal Coaching or Dr. Marina Zorrilla’s site (both sites were designed by my friends at The Mug Creative).  

What happens if I do not create a hero banner?

Do you like people leaving your site in .02 seconds? Of course not, but you risk just that without that juicy banner. ‘Nuff said.

I think my hero banner (and maybe my whole site) is whack. What do I do? 

No fear. I didn’t put on a cape today, but I can be the Wonder Woman heroine that saves your hero banner (and the rest of your site) from poor conversion. Remember, your website is your 24/7 storefront. It should make prospective customers feel they are having a conversation with you and reflect your services or products with total clarity and all the quality you want your brand to deliver. 

If you don’t want people to go cheap on you, don’t go cheap on yourself. 

Want to talk and strategize your brand’s messaging? I offer a totally complimentary consultation. So contact me today, and let’s write (or right) your site to get the results you want!