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? 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.
This approach works, sometimes, especially when the offer is relatively new to the visitor. But a modern user who already knows what they want and is fully aware of the abundance of solutions available will probably scroll through, half-bored, half-frustrated.
The typical website user is evolving faster than the typical website. This is because
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Attention spans are shrinking
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Digital literacy is expanding
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Other solutions are abundant
Some industries such as flight and hotel booking websites are already leading the way by addressing user needs directly in the hero section. The rest of the site is designed to support those primary interactions.
Is it possible to apply this probably 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.
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: Allowing users to immediately request a personalized quote from the hero section. This eliminates unnecessary steps and gets users what they need quickly.
Websites will have to evolve to serve people, and the days of passive hero sections acting as mere signposts will transform into the centerpiece of the user experience. Becoming a place where decisions are made, actions are taken, and customer pain points are solved.
George