A hero section is the large, eye-catching area at the top of a website homepage or landing page. It’s usually the first thing visitors see, so its job is to instantly grab attention and explain what the site is about. Think of it as your site's elevator pitch—bold visuals, a strong headline, maybe a subheading, and a call-to-action (CTA) that guides visitors to the next step. It sets the tone and helps users decide if they should scroll down or click away.

This section often takes up the full width of the screen and includes a background image, video, or graphic to boost its visual impact. Whether you're a small business or a large brand, your hero section helps form a strong first impression and invites visitors to explore more.

Common elements of a strong hero section

A well-designed hero section typically includes a few key components that work together to communicate your brand quickly and clearly:

• A headline that explains your value or purpose
• A supporting subheadline for extra context
• A high-quality image, video, or background graphic
• A clear CTA button that encourages action (like “Get started” or “Learn more”)
• Optional elements like testimonials, trust badges, or product shots

Each element should be intentional. For example, your CTA should be visually distinct and lead users to your most important goal, whether that’s signing up, booking a call, or browsing your products.

How a hero section impacts user behavior

Because the hero section is the first thing users see, it strongly influences bounce rate, engagement, and conversions. A clear, visually appealing hero section can guide users to stay on your site longer, click through to deeper pages, or take action right away. But if it’s confusing, cluttered, or slow to load, users may bounce quickly—meaning you lose potential leads or sales.

This is why many businesses experiment with A/B testing different hero content or CTAs to see what resonates best. Even small tweaks like changing the button color or rewriting a headline can impact how users respond to your site.

Best practices for designing an effective hero section

Designing a great hero section is about clarity, simplicity, and storytelling. Start with a powerful headline that speaks directly to your audience’s needs or goals. Pair it with imagery that reflects your brand and adds emotion or energy. Make sure the CTA stands out and that the layout works well on mobile devices, too.

It’s also a good idea to keep the copy minimal. Users should be able to understand your message in under five seconds. Avoid overcrowding this section with too much text or too many links—just lead them to that next action with confidence.

How hero sections fit into modern website builders

If you're using a website builder, you’ll usually find pre-designed hero section templates ready to go. These are especially helpful if you’re not a designer but still want your site to look polished and professional. B12, for example, offers customizable hero layouts that adjust to your content while keeping best practices in mind.

Templates make it easier to maintain consistent formatting, spacing, and responsiveness—saving you time while still looking like a pro. Plus, many builders support drag-and-drop features, so adding a headline, image, or CTA is just a few clicks away.

FAQs about hero section

What is the purpose of a hero section on a website?

The hero section is meant to quickly introduce your business or offer and encourage users to take a specific action. It acts as a visual hook that draws users in, helping reduce bounce rates and improve engagement. A good hero section makes it clear what your site is about in just a few seconds. It's also where you can create a strong brand impression right off the bat.

Can a hero section include video or animation?

Yes, many modern hero sections use background video or subtle animations to make them more dynamic. These elements can enhance engagement and storytelling when used carefully. Just be sure they don’t slow down your site or distract from the main message. Performance and clarity should always come first.

How does the hero section affect SEO?

While the hero section itself doesn’t directly boost SEO, it can influence user behavior, which does matter. A well-crafted hero can reduce bounce rate and increase time on site, both of which are positive SEO signals. Including relevant headings and alt text in your images also helps improve accessibility and search optimization.

Should every page have a hero section?

Not necessarily. Hero sections are most useful on your homepage or key landing pages where first impressions count the most. Internal pages like blog posts or contact forms might not need one. The goal is to use it where it helps users quickly understand the purpose of the page.

How do I write a good headline for my hero section?

Focus on clarity and benefits. Your headline should immediately tell users what you do and why they should care. Use active language, avoid jargon, and aim to answer your visitor’s question: “What’s in it for me?” Pair it with a CTA that supports the headline’s message.

Make your first impression count

Your hero section is your digital handshake—make it memorable. Whether you're launching a brand-new site or refreshing an old one, a clear and compelling hero section can boost engagement and conversions. With tools like B12's AI Assist for blogging and templates that follow design best practices, getting started is easier than ever.

Build your hero-worthy site today—sign up and see what B12 can help you create.