How to write website hero copy?
The Fastest Way to Improve Your Website: Fix Your Hero Copy
In 90% of B2B SaaS websites, the hero section is cluttered with confusing text. It often fails to clearly communicate what the product is or who it’s for. This is a critical problem because, when prospective customers land on your site, they immediately want answers to two fundamental questions:
- What is this product?
- Is this product meant for me?
If your hero copy doesn’t answer these questions instantly, you're making visitors work unnecessarily hard. And no one has time for that.
Common Examples of Confusing Hero Text:
Here are a few examples of hero copy that may sound clever but don’t communicate value clearly (subheadings not included):
🔸 Delight employees, deliver growth
🔸 Your Data & Your Vision, Empowered by Our Innovation
🔸 Developer Productivity Solved
🔸 Everything you need to get new clients
🔸 Mounting up Harmony in Your Workplace
🔸 Cloud Computing, Simplified
🔸 Digital Drives Efficiencies, We Drive Digital
These phrases may sound appealing, but they lack precision. None of them clearly convey what the product is or who the target audience is. This is a huge barrier to conversion.
Clear and Effective Hero Text Examples:
In contrast, here are some hero texts that hit the mark by clearly defining the product and audience:
🔹 Enterprise Cyber Risk Management
🔹 World’s First Voice-AI That Conducts a Complete Interview
🔹 Create a Custom AI Chatbot for Your Website in Minutes
🔹 KPI Dashboard for SaaS Marketing Teams
These are much more effective because they immediately answer those key questions: What is this product? and Who is it for?
How to fix your Website Hero Copy?
- Clearly Define Your ICP: Make it abundantly clear who your product is for and what it does.
- Avoid Gimmicky Effects: Ditch distracting typewriter effects, rotating banners, or carousels that obscure the key message.
- Keep it Simple and Direct: Don’t make your visitors dig for answers. The more straightforward your message, the faster you can engage potential customers.
If your hero copy can’t do these simple things, there might be deeper issues with your website—and even with your product positioning.
