hero-copywriting

# Hero Section Copywriting

## Critical Rules

- **Lead with the outcome, not the feature** — what does the user GET?
- **Headlines must be 8-12 words maximum** — short, punchy, outcome-focused.
- **CTA must use action verbs** — "Start", "Get", "Try", "Launch", "Build".
- **Always include social proof** — logos, metrics, ratings, or testimonials.
- **Be specific over generic** — "Save 5 hours a week" beats "Save time".
- **Speak to the reader directly** — use "you" and "your".

## Headline Rules

- Lead with the outcome, not the feature. What does the user GET?
  - Bad: "AI-powered project management"
  - Good: "Ship projects 3x faster with your AI co-pilot"
- Keep headlines to **8-12 words maximum**.
- Use **power words**: effortless, instant, proven, transform, unlock, accelerate.
- Include a **specific number or metric** when possible for credibility.

## Subheadline

- Expand on the headline with **how** it works in one sentence.
- Keep it under 25 words.
- Address the primary pain point directly.
- Example: "Stop juggling spreadsheets. One dashboard to plan, track, and deliver — powered by AI."

## Call to Action (CTA)

- Use **action verbs**: "Start", "Get", "Try", "Launch", "Build".
- Make the CTA specific: "Start your free trial" > "Sign up".
- Add urgency or ease: "Get started in 30 seconds" / "No credit card required".
- Primary CTA should be visually prominent (filled button, large size).
- Optional secondary CTA: "See how it works" / "Watch demo" (outline button).

## Social Proof

- Place immediately below or beside the CTA.
- Options (pick 1-2):
  - Customer logos: "Trusted by teams at [logos]"
  - Metric: "Join 10,000+ teams already shipping faster"
  - Rating: "4.9/5 on G2 — 500+ reviews"
  - Testimonial snippet: short quote with name and company

## Visual Guidelines

- Hero should occupy the full viewport height on desktop (`min-h-dvh` or `min-h-[80vh]`).
- Text should be left-aligned or center-aligned. Never justify.
- Maximum content width: `max-w-2xl` for centered, `max-w-xl` for left-aligned.
- Generous whitespace. Don't crowd the hero.

## Tone

- Conversational but confident. Not corporate-speak.
- Speak directly to the reader: "you" and "your".
- Avoid jargon unless the audience expects it.
- Be specific over generic. "Save 5 hours a week" > "Save time".

## Structure Template

```
[Badge or category label — optional]
[Headline — 8-12 words, outcome-focused]
[Subheadline — 1 sentence, addresses pain point]
[Primary CTA button]  [Secondary CTA — optional]
[Social proof — logos, metric, or testimonial]
```

## Do

- Lead with the outcome the user gets, not the technology behind it.
- Include a specific number or metric in the headline for credibility ("Save 5 hours a week").
- Use action verbs on the primary CTA: "Start", "Get", "Try", "Launch", "Build".
- Place social proof immediately below or beside the CTA for maximum trust.
- Keep the hero visually spacious — generous whitespace and a max content width.

## Don't

- Don't write headlines longer than 12 words — they lose impact.
- Don't use vague CTAs like "Submit" or "Sign up" — be specific about what the user gets.
- Don't skip social proof — even a single metric or testimonial increases conversion.
- Don't use corporate jargon or buzzwords — write conversationally and directly.
- Don't crowd the hero with multiple competing messages — one headline, one CTA, one proof element.

## Anti-Patterns

| Anti-Pattern | Problem | Fix |
|---|---|---|
| **Feature-first headline** | Users don't understand the benefit ("AI-powered platform") | Lead with the outcome: "Ship 3x faster with your AI co-pilot" |
| **Generic CTA ("Sign up")** | Low conversion, does not communicate value | Use specific CTAs: "Start your free trial" or "Get started in 30 seconds" |
| **No social proof** | Visitors lack trust, bounce rate increases | Add at least one proof element: logos, user count, rating, or testimonial |
| **Wall of text in hero** | Visitors skim and leave without understanding the value | Keep headline under 12 words, subheadline under 25 words |
| **Multiple CTAs competing** | Decision paralysis, lower click-through rate | One prominent primary CTA, one optional secondary CTA in outline style |

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