HOMEPAGE SECTION 01
aka “Hero Section”
IMAGERY
Compelling photo or video.
The goal is to get people to STAY ON THE PAGE.
Allow people to see themselves in the visual; this creates an emotional connection to your brand.
TEXT
H1: Keyworded and crafted for engagement
H2: Emotional Heft/The Bigger Picture
Every hero section needs a strong CTA. (Don’t worry, it won’t be the only one on the page!)
HOMEPAGE SECTION 02
Brand Positioning
IMAGERY
Minimal or none. Always create moments for the eye to rest and absorb information without distraction.
TEXT
Your Differentiators:
How are we different?
Why choose us?
What’s our unique value?
HOMEPAGE SECTION 03
Getting Started Is Easy
IMAGERY
graphic layout to give the eye something different, which forces people to tune in and pay attention
TEXT
Feature bubbles/cards etc
Showing the easiest path to getting started
Meet people at the lowest barrier to entry
HOMEPAGE SECTION 04
How we do what we do best
IMAGERY
Compelling still image(s)
TEXT
Focus more on how you do what you do best than the features of the thing you’re selling.
HOMEPAGE SECTION 05
Social Proof
IMAGERY
Minimal because we want people to read the words here. Always link this to your social proof text.
If you’re using a client testimonial, maybe a nice portrait of the client.
If you’re using a scientific study about food, maybe a high quality photo of healthy food.
TEXT
Client Testimonials: Short, results-driven quotes from past participants.
Before & After Transformation Stories (if applicable).
Expert Endorsements or Credentials (e.g., if a nutritionist, trainer, doctor or other professional/expert supports a program).
Statistical or Scientific Support (e.g., “Studies show that plant-based eating reduces inflammation and boosts energy levels.”)
HOMEPAGE SECTION 06
Why is this the moment?
IMAGERY
Action-oriented imagery or graphic
TEXT
Begin moving people toward taking an action that now seems easy to take.
HOMEPAGE SECTION 07
Make it easy to say “yes.”
IMAGERY
imagery that doesn’t interfere with the CTA, or no imagery at all
EXAMPLE
Start training for the rest of your life.
TEXT
Remove friction and the user to take the next step with a clear, singular call-to-action.
Optional (without diluting the CTA):
Limited-Time Offer or Urgency (if applicable, e.g., “Sign up by [date] to get a free bonus guide!”).
Risk Reversal: Money-back guarantee or reassurance (e.g., “If you don’t feel amazing after 7 days, we’ll work with you to find a better fit!”).
Alternative Entry Points: If they’re not ready to buy, offer a free resource (e.g., “Not sure yet? Download our 1-Day Green Smoothie Guide!”).