369 published examples
I tend to read these sections with one question: if I cover the logo, can I still tell who this is for and what changes? Vague craft language fails that test even when the type is beautiful. Specificity is the real hierarchy. A headline that names the outcome should stay larger than the mechanism; the mechanism belongs in a supporting line, three proof chips, or the product shot. Watch the relationship between claim and evidence. A lifestyle photograph can carry emotion, but it cannot prove a workflow. A dense UI screenshot can prove capability and still bury the sentence. Comparison layouts work when the difference is one idea, not a feature dump. Forms next to the claim only help when the offer is already clear; otherwise you are asking for a conversation about a sentence nobody understood. A practical review test: shrink the section to a phone width and hide the image. If the remaining copy still states audience, outcome, and a single next step, the structure is sound. If it collapses into atmosphere, rewrite before you polish layout.
No. Heroes often carry the first version, but restating the claim after a product demo, on an about page, or next to a form is useful. Later placements can be more specific because the visitor has more context. Repeating the same sentence everywhere feels templated. Change the angle: outcome first at the top, mechanism or proof farther down.
When the visitor already knows the category and is choosing a method, not learning that the category exists. A contrast works when the difference is one visible behavior. If you need a paragraph to explain the other product, you are teaching, not contrasting. A named pain without a logo is usually safer for early-stage audiences.
Long enough to name the audience, the change, and the constraint you remove. A dense paragraph can work if every clause earns its place. Short lines work when photography or a UI already carries meaning. Length is not the problem. Unowned adjectives are. Cut anything that could sit on a rival’s site unchanged.
