Here’s a thought
Think about when you walk into a store. How much time do you spend learning about the store – how it works, their mission and vision, their team and stakeholders – before making your purchase?Â
You don’t spend a lot of time reading a website landing page because, just like in real life, you are focused on finding what you need and making a decision as efficiently as possible.
Traditionally, websites are built as funnels. The hero section acts as a billboard, attempting to entice visitors to continue their journey with the ultimate goal of converting them by the end of the funnel.Â
This approach works, sometimes—especially when the offer is relatively new to the visitor.
But what about the modern website user who already knows what they want and is fully aware of the abundance of solutions available?Â
This visitor has likely encountered similar experiences countless times and can almost predict a website’s content structure as they scroll through, half-bored, half-frustrated.
The typical website user is evolving faster than the typical website.
But why?
There are several reasons for this shift:
- Attention spans are shrinking
- Digital literacy is expanding
- Other solutions are abundant
Attention Spans
The sheer volume of online content available today has created fierce competition for user attention.
With only so many hours in a day, what are the chances that a visitor will consume all the content on a landing page in the exact order intended?
Spoiler alert: slim to none. People simply don’t have time for it.
Digital Literacy
Today’s users are more digitally savvy than ever.
They know the drill—they’ve seen hundreds of websites and can quickly recognize when a site is playing it safe with predictable content.
While the current trend of fancy interactions is a commendable attempt to spice things up, it often impresses designers more than the average user.
Abundance of Solutions
In many industries, solutions already exist and are well-known.
The challenge is no longer about convincing users that your product or service is the right one—it’s about helping them make a decision faster and with less friction.
I predict that websites that solve the customer’s pain point—or at least begin the process—in the hero section will be the most successful in the near future.
Website UX design must evolve to keep up with people’s shrinking attention spans, their awareness of the multitude of options, and their growing digital literacy.
Examples of Hero Sections That Get It Right
This is not just a theory—some industries are already leading the way.
Take flight and hotel booking websites, for example. These platforms have mastered the art of addressing user needs directly in the hero section. The moment you land on the page, you’re greeted with clear options to search for flights, select dates, and compare prices.
The user journey begins and, in many cases, almost ends in the hero section.
The rest of the site supports this primary interaction but doesn’t obstruct it.
But this approach isn’t just for travel websites. Let’s explore how it can apply to other industries:
Real Estate or Finance Websites
Incorporating tools like mortgage calculators or ROI calculators directly into the hero section can provide personalized results immediately, helping users make informed decisions without having to dig through the site.
E-commerce Product Pages
Imagine a landing page where the “Add to Cart” button isn’t buried beneath paragraphs of product descriptions and reviews. Instead, it’s front and center, offering a frictionless shopping experience right from the hero section.
Chatbots in Hero Sections
Some websites are integrating AI-driven chatbots directly into the hero section to answer questions or guide users through the purchasing process in real time.
User-Generated Content (UGC)
A hero section that begins with a social feed showing current customer experiences, with a CTA encouraging visitors to try out the experience, join the community, and share their own feedback, can be incredibly powerful.
Service-Based Websites with Instant Quotes
Imagine a service provider’s landing page where users can immediately request a personalized quote from the hero section. This eliminates unnecessary steps and gets users what they need quickly.
Looking Forward
As people continue to evolve, so too must the websites that serve them.
The days of passive hero sections acting as mere signposts are numbered. Instead, the hero section is becoming the centerpiece of the user experience—a place where decisions are made, actions are taken, and customer pain points are solved or at least addressed.
In the future, I believe we’ll see even more industries adopting this approach, refining their hero sections to not only capture attention but to begin the customer journey immediately.
These websites will not only keep up with the demands of the modern user but will also set the standard for what a truly effective landing page can be.
The next time you design or interact with a landing page, ask yourself: How can this hero section do more? The answer might just be the key to unlocking the future of web design.
George