The importance of the Hero section in CRO

Clear messaging makes the difference

In fact, Hero sections are often what makes the difference between a good and a bad website conversion-wise.

A well-crafted hero section should answer three key questions instantly:

• What is this website about?
• Why should I care?
• What should I do next?

This means using a clear headline, a compelling subheading, and a strong call-to-action (CTA) that guides the user towards the next step—whether it’s signing up, making a purchase, or learning more.

Remember that users are lazy – they want to understand quickly what they should do with what they’re looking at. Wether it’s completing a lead form or purchasing an article, it needs to be clearly displayed and have the most direct flow to the desired action.

Design choices that drive engagement

A good hero section isn’t just about content—it’s also about visual hierarchy and usability. Key design elements that boost conversions include:

1. Concise, benefit-driven copy that speaks directly to the user’s needs.
2. High-quality visuals (images or illustrations) that reinforce the message.
3. A strong CTA button that stands out and is easy to find.
4. Minimal distractions to keep the focus on the main action.

Now having these elements is one thing – organising them correctly is another. This is why we can help you with UI/UX design here.

Before redesign After redesign

Above the fold: why placement matters

Users don’t always scroll immediately, so the most important information must be visible “above the fold”—the part of the page seen without scrolling. If your value proposition isn’t clear right away, you risk losing potential customers before they even explore the rest of your site.

A/B testing for continuous improvement

No matter how well-designed a hero section is, testing is key. A/B testing different variations of headlines, images, CTA placement, and layouts helps identify what works best for your audience and improves conversion rates over time.

Tools like Hotjar can help you see user’s behaviour on your site and look at how they interact with your interface. And more than half of the time, it is clearly not how you expect it!

Conclusion

The hero section is one of the most critical elements of a website when it comes to conversion rate optimisation. It sets the tone, builds trust, and directs users toward the desired action. By focusing on clear messaging, strategic design, and ongoing testing, businesses can maximize engagement and drive more conversions from the very first interaction.