When someone lands on your website, the first thing they see is your hero section – that top part of your homepage with the main headline, supporting text, and (hopefully) a call to action.
It’s the most valuable piece of real estate on your entire site.
And yet… most businesses get it wrong.
They either:
- Fill it with vague, generic copy (“We provide solutions for your needs”)
- Overwhelm visitors with too much information
- Fail to tell the visitor what to do next
If your hero section doesn’t immediately tell your visitor what you offer, why it matters, and how they can get it — you risk losing them within seconds.
Why the Hero Section Matters
Donald Miller’s Building A StoryBrand framework teaches us that customers are the hero of their own story — and your business is the guide who helps them win.
Your hero section is your chance to:
- Identify their problem – so they know they’re in the right place.
- Present your solution – so they see you can help.
- Call them to action – so they know exactly what to do next.
Get this right, and your website will instantly become more effective.
The 3 Iterations: An Example
To show the difference, I took a generic business website hero section through three iterations, starting from a basic, uninspiring version and ending with a fully StoryBranded message.
Iteration 1 – The Basic Hero
The problem: This could apply to any business. There’s no clear value proposition, no connection to the visitor’s problem, and no urgency to act. It’s polite, but forgettable.
Iteration 2 – A Clearer Promise
The improvement: Now we have a benefit-driven headline, a promise of results, and a clear next step. But it’s still not fully focused on the customer’s story — it’s about what we do, not who they are or what they’re trying to achieve.
Iteration 3 – Fully StoryBranded
The result: This version is customer-focused. It identifies the problem, presents the solution, and tells them exactly what to do next. It speaks to the outcome the customer wants, not just the service you provide.
What You Can Learn from This
When creating or reviewing your own hero section:
- Lead with a clear benefit – make the headline about the outcome your customer wants.
- Acknowledge the problem – so visitors feel understood.
- Offer a simple, clear call to action – don’t make them think about what to do next.
- Keep it uncluttered – one main message, not a list of everything you offer.
Your Next Step
If you suspect your hero section might be costing you customers, now is the perfect time to fix it.
Ask yourself:
- Would a stranger understand what I offer within 5 seconds?
- Does my hero section speak to the customer’s problems, not just my services?
- Is there a clear next step they can take right away?
If the answer to any of these is “no,” it’s time for a refresh.
If you’d like help crafting a StoryBranded hero section that works as hard as you do, get in touch and let’s make your website your best salesperson.
