5 hero section formulas that convert

This newsletter? It’s powered by the platform built for growth, monetization, and jaw-droppingly good reader experiences.

From sponsorships that actually pay you fairly to referral programs that grow your list on autopilot, beehiiv gives publishers, creators, and writers the tools to grow their newsletter like never before. And yeah, it is just that easy.

Power your content with beehiiv

Hi this is Arindam,

Welcome to the first edition of Behind the Funnel.

Open Netflix’s homepage right now. You will see one headline, one email field and one button. A company doing billions in revenue and their hero section has three things on it.

But Netflix has been around for over 20 years. Everyone already knows what it is before they land on the page. So the hero section does not need to explain or convince anyone. It just needs to collect the signup from someone who was already going to say yes.

That is called the Bold Claim formula. It works because Netflix does not need to prove anything anymore. The brand already did that job years ago.

Which brings up an important question. What formula should you be using right now?

This edition has 5 such formulas. Each one works differently depending on where your brand stands, who your audience is and what you are asking them to do. I am breaking all five down in this newsletter with real brand examples so you can figure out exactly which one fits your landing page today.

You can have the best offer in the world but if the first thing someone sees when they land does not speak to them, they will never find out.

Your hero section is where that decision is made. The top block. Before they scroll or decide to stay or leave. It usually has a headline, a line or two of supporting text, and a button. That is it. But it carries the entire weight of the first impression.

Now, why does this matter specifically if you are running paid traffic?

When someone clicks your ad, they’re new to you. They saw something interesting and followed it. Now they’re on your page, making a fast judgment about whether you’re worth their time.

You have about three seconds.

If the hero section does not immediately tell them they are in the right place, they leave. And you just paid for that click. This is why the hero section is not just a design element. It decides if that money was worth it.

Before getting into the formulas, here is what every hero section is actually made of.

This is the first thing someone reads. It has about three words' worth of attention before the visitor decides if they want to keep going. It should convey your main offer. The biggest mistake brands make here is writing about their product instead of writing about the person reading it, especially if you’re a new brand.

It answers what the headline just raised. If your headline names the problem, your subheadline names who you solve it for and how fast.

It should tell the readers the next step you want them to take. There should only be one CTA. Also, ask for the smallest possible step. If your CTA asks for too much too soon, they will not click it.

Before your visitor reads a single word, their eye has already gone to your image. If that image has nothing to do with what your headline is promising, you have already lost them. Show the product being used or show the outcome they are after. That is the only job the visual has.

It can be a number, logo, or one line from a real customer. It’s something that tells a stranger that other people have already made this decision. This matters most for paid traffic because the person landing on your page has never heard of you before this moment.

The Clear Promise formula is about making a specific promise at the top of your website.

Instead of talking about your company or general benefits, you focus on:

This formula works because it quickly shows visitors what they will get and why they should trust you. Clear messaging reduces confusion and makes people more likely to stay and take action.

Headline: A specific result your audience wants + (optionally) timeframe or method

Subheadline: Who it’s for + how it works in one short sentence

Proof element: Social proof (logos, numbers, testimonial, rating, case study mention)

CTA: Clear next step (Start, book, get, try)

For example, look at Dropbox. 

Hero line: Everything you need for work, all in one place.

CTA: Sign up for free.

Dropbox keeps its hero section simple and benefit-focused. It doesn’t talk about storage size, file syncing, or technical features first. Instead, it focuses on the outcome: your work is organized and accessible in one place.

Under the headline, they usually add short supporting text explaining that you can store, share, and collaborate on files from anywhere. The message is easy to understand, even if someone has never used cloud storage before.

There is also one main action: Sign up for free. This reduces friction.

Other brand examples are Shopify, Stripe, and Notion.

1. People know exactly what you do

When someone lands on your page, they shouldn’t have to figure things out. If your headline clearly says the result, they immediately understand whether it’s for them.

2. Clear results sound real

Big, vague claims don’t feel convincing. When people can picture the result, they’re more likely to believe it.

3. Proof reduces hesitation

Testimonials, numbers, or client logos show that others have already trusted you. This lowers the fear of making the wrong decision.

4. One clear CTA drives action

If you give too many buttons, people get confused. One simple action makes the decision easy and increases clicks.

Especially useful if:

The Problem–Solution formula focuses on the pain your audience is already feeling.

Instead of starting with your offer, you start with the problem. You show that you understand the frustration, then position your product or service as the clear fix.

You focus on:

This formula works because it shows the visitor that you deeply understand their struggle before offering help. When people feel understood, they trust faster.

Headline: Call out the main problem

Subheadline: Agitate it slightly + introduce your solution

CTA: Show the relief (Fix this, get help, start solving it)

For example, look at Grammarly.

It’s hero line often highlights clear, mistake-free writing and easier communication, focusing on the common struggle people have with writing. It positions Grammarly as the tool that fixes grammar and clarity issues right away.

Another example is Airbnb. It lists show star ratings and reviews up front, solving the worry about booking an unfamiliar stay by showing others’ experiences first.

1. It makes visitors feel understood

When you clearly name what they’re struggling with, they feel seen.

2. It creates urgency

If the problem feels costly or stressful, people want it solved faster.

3. The solution feels like relief

When you clearly show the problem, your offer feels like the right solution and an easy way forward.

4. It shifts focus from you to them

The page becomes about their problem, not your company.

Best for:

This formula works by showing trust before making claims.

Instead of leading with a bold promise, you lead with proof that others already trust you.

You focus on:

This formula works because people believe other buyers who have already tried it and seen results.

Headline: Clear benefit or positioning

Immediately followed by: Logos, numbers, testimonials, ratings

CTA: Join them, start free, try now

For example, look at HubSpot.

It often highlights that more than 200,000 customers in over 135 countries use its platform. It also displays recognizable brand logos early on the page.

Other examples are Airbnb and Amazon.

1. It builds trust quickly

When people see that many others are already using it, it feels more reliable.

2. It reduces risk

If it worked for someone else, it doesn’t feel like a risky bet anymore.

3. It helps people decide faster

Seeing proof answers the doubts in their head before those doubts grow.

4. It makes higher prices feel reasonable

When a brand has strong credibility, people expect to pay more for it.

Best for:

This one is about the bigger idea behind the brand.

Instead of explaining what you sell, you talk about what you stand for. You make it clear who this brand is for and what kind of mindset it represents.

You focus on:

It works because buying is personal. People choose brands that reflect who they are or who they want to be.

Headline: A short, confident statement about the bigger idea.

Subheadline: A simple line that shows how it fits into everyday life.

CTA: An easy next step that feels low pressure.

For example, look at Netflix.

Hero line: Unlimited movies, TV shows, and more.

Supporting line: Watch anywhere. Cancel anytime.

The message is about choice and flexibility. It doesn’t talk about how the platform works. It focuses on what the viewer gets to experience.

Other examples include Nike, which focuses on personal drive and achievement instead of product details, and Apple, which shows how its products help people create and live purposefully.

1. It’s easy to grasp

The message is clear and simple, so people understand it right away.

2. It sparks a feeling

Readers can picture themselves using it in their own lives.

3. It keeps things light

There’s no long explanation at the top to slow them down.

4. It appeals to a wide audience

A simple idea is easier for more people to connect with.

Best for:

The Unique Method formula highlights how you do things differently.

Instead of only promising results, you introduce your specific system or approach.

You focus on:

This formula works because in crowded markets, people want to know why you are different.

Headline: Clear result

Subheadline: Your unique system or approach

Optional: Name your framework

CTA: See how it works, book a call, get started

For example, look at HelloFresh.

HelloFresh doesn’t just deliver meal kits. It offers a simple way to cook at home with pre‑measured ingredients and easy recipes, making cooking faster and less stressful than grocery shopping.

Another example is Spotify Wrapped. Each year, Spotify shows you a personalized recap of your listening habits. It’s a unique experience that people love to share, making Spotify more than just a music app.

1. It sets you apart

You don’t sound like every other option in the market.

2. It gives your offer shape

When you name and explain your process, it feels thought through and clear.

3. It shows you know your craft

A defined method makes people feel they’re in capable hands.

4. It supports stronger pricing

When your approach feels distinct and well-built, paying more makes sense.

Best for:

Now you know how important a hero section is for your brand. It’s your first impression on your audience. So make it count. 

A good hero section will not save a bad offer. But a bad hero section will definitely kill a good one. Pick the formula that fits where your brand is right now, run it and let the data tell you what to do next.

Thanks for reading. 

Cheers, Arindam