Your hero section is everything above the fold. It is the first thing someone sees before they scroll, click or decide to stay. It has four moving parts.
Your H1. One line. Answers who this is for and what changes for them. Use the formula from Lesson 4: what you do, who it's for, the shift it creates. Your Starter Pack has three H1 options — read all three out loud. Pick the one that sounds most like you. Rewrite it until it does.
Your supporting line (H2). One or two sentences that expand on the H1 without repeating it. If the H1 makes them feel seen, the H2 confirms they're in the right place. Think of it as the exhale after the hook.
Your visual. A photo, graphic or short video that reinforces the feeling of the page. Real beats stock every time. If you don't have a professional photo yet, a clean, well-lit phone photo of you or your work is better than a generic image that could belong to anyone.
Your primary CTA. One button. Active language. Book a call. Get started. Let's build. Not "Submit." Not "Learn more." Make it obvious what happens when they click it.
Action: Write your hero section. H1, supporting line, visual note, CTA button copy. Don't overthink it. You're writing a draft.
This is where you name what your person is living with right now — before they found you, before anything changed. You're not solving the problem yet. You're just proving you understand it.
Specificity is everything here. "I know how hard it can be" tells them nothing. "You've got the talent, the clients, the word-of-mouth — and a website that doesn't show any of it" tells them you've been paying attention.
Three to five sentences. Name the situation. Name the frustration. Name the cost of staying stuck. No solutions yet — that comes next.
Action: Write 3-5 sentences that describe your client's life before working with you. Make someone read it and think: how did they know?
You've named the problem. Now you step in. This section introduces you as the answer — not through credentials, not through features, but through transformation.
Keep it short. Two to three sentences that bridge from their problem to your solution. You don't need to explain everything here. You just need them to believe that what comes next is worth reading.
One formula that works: [Your person] come to me when [problem]. We work together to [outcome]. By the time we're done, [transformation].
Make it human. Make it direct. Don't reach for corporate language here — that's the fastest way to lose someone who was just starting to trust you.
Action: Write your solution bridge. Two to three sentences, problem to transformation.
Three steps. That's the sweet spot.
People want to know what happens when they say yes. Not every detail — just enough to see themselves on the other side. Three steps removes the fear of the unknown without overwhelming them with process.
Format: numbered, scannable, one sentence per step minimum. Label each step clearly. Make the progression feel logical and achievable.
Example:
The language in your steps should reflect your voice. Conversational. Active. No passive constructions. No corporate process-speak.
Action: Write your three steps. Make each one feel like forward motion.
Trust doesn't come from what you say about yourself. It comes from what someone else says after working with you.
If you have testimonials, pick one or two that speak to transformation — not just satisfaction. "Jessie is great to work with!" is nice. "I went from avoiding my website to sending everyone there" does actual work.
If you don't have testimonials yet, here's what you do: write a results statement instead. One specific outcome you've delivered. One client win you can point to, even without a name attached. "Three clients found me through my site within the first month of launching" is real proof. Use it.
Placeholder is fine for now. Mark it clearly in your draft so you know to come back to it. Don't let missing a testimonial stop you from finishing the page.
Action: Add one or two testimonials or a results statement. Mark placeholders if needed. Keep moving.
They've read your hero. They understood the problem. They saw themselves in the solution. They know how it works. They've seen proof it works for others.
Now ask for the action. Again. Clearly.
Your final CTA doesn't need to be clever. It needs to be direct. Restate the single most important thing you want them to do. One button. Same action as the hero — or a logical next step if you have a tiered offer structure.
Add a line of supporting copy above the button that reduces the last bit of friction. Something that speaks to the hesitation your person might still have at this point in the page.
Example: You don't need a finished product to start. You need five pages and the strategy to back them up. Then the button.
Action: Write your final CTA section. Supporting line, button copy. That's your page.
Go section by section through this lesson and write every piece. Don't wait until it's good. Write until it's done.
Your Website Starter Pack is your raw material — use the H1 options, audience statement and voice direction as your starting point. Then go line by line. Read every sentence out loud. If it doesn't sound like you, rewrite it until it does.
A homepage draft that sounds authentically like you — rough edges and all — will outperform polished copy that could have come from anyone. That's the whole game.
When you have a draft, run it through the 5-Second Trust Test from Lesson 2. Does someone land on this page and immediately know who it's for, what the problem is and what to do next? If yes, you're ready for Lesson 6.
Next up: Design, Nav + Footer.