the hero statement your website needs.
When potential customers look at your website, do they instantly understand what it is your business does and who your help? Or does your website leave them holding out for a Hero Statement?
Also called a brand bio or brand statement, your Hero Statement is an essential piece of content that can help you stand out from your competitors, save you time and money, and attract your ideal clients.
What is a Hero Statement?
Your hero statement captures what your business is all about, who you help, and how you help them. Like the white knight Bonnie Tyler was holding out for, your brand statement has gotta be strong, it’s gotta be fast, and it’s gotta be fresh on your website.
This simple sentence should clearly outline what sets your business and the services or products you offer apart from others in your industry and lets potential customers know what to expect from you.
For example, the hero statement for Trelliz Creative is: Website design that supports your brand’s growth.
Why is a Hero Statement important?
Your hero statement should be one of the first things visitors see when they land on your website. It's a chance to make a great first impression and hook potential customers in, while letting people looking for something else move on without wasting your time.
A well-crafted hero statement provides a clear and concise way to communicate your brand's story, values, and mission to your audience. It helps to establish credibility and builds trust with potential customers or clients, as well as differentiating your brand from competitors.
It can also help to humanise your brand and create a connection with your audience, leading to increased engagement and loyalty. By focusing on your unique offering, you can make a memorable impression on potential customers and clients, and help them understand what makes your business special.
Where should I use a Hero Statement?
As we’ve covered, your hero statement should be larger than life on your website - but above the fold on your home page isn’t the only place you can use it.
Your hero statement can also be featured on your footer, and used on your brand’s social media accounts, in your email signature or on printed brand collateral. Basically anywhere you benefit from making it clear to potential clients what it is you do.
How to create a Hero Statement.
Ready to craft a hero statement for your business? Remember, it’s gotta be strong, it’s gotta be fast, and it’s gotta be fresh on your website.
Don’t mess around with flowery words or vague statements - your hero statement should be strong and clear about what it is you do.
Start with describing what you offer in just a couple of words. Don’t try to be too clever here - ideally you should use the words your customers would search for when they are looking for your services. So rather than describing yourself as a “streetwise Hercules” go with “a hero”.
Once you’ve identified what you do, use unique adjectives to share what sets you apart from your competition. This could be an area you excel at, or something you take great care to deliver. It can also be a niche that you specialise in. You could describe your business as a tropical resort style garden design, an electrician that arrives on-time, or a larger than life hero.
The next step is to identify who it is you help. This doesn’t have to be overly specific - this isn’t the place to share that your ideal customer is a female small business owner, aged 30 to 45 who has been in business for three years. Instead focus on adding some parameters around who you can serve. This could be the areas you cover, or if you are geared up to work with specific industries.
Step four is outlining the value you deliver to your customers. This helps to establish a connection and demonstrates you understand their pain points. As an example, at Trelliz Creative we design websites that help businesses to grow their reach and business online. Perhaps our garden designer specialises in easy to maintain garden designs.
Now put these four pieces of information together and you have a draft hero statement:
Tropical resort style garden design for Sunshine Coast commercial properties that are easy to maintain.
Rework it into something fast and sharp.
Once we a draft hero statement that covers the basics - it’s time to sharpen it up into something that is fast and sharp.
You may want to delete any words that are unnecessary, or repetitive, or flip around the order of the four points. Putting it all together may also make it obvious that you’re missing key information. Try to keep the key words describing what you do clear as possible - and avoid distorting your message. Try out a few different variations until you find something that works.
Tropical resort style garden design for Sunshine Coast commercial properties that are easy to maintain.
Designing low-maintenance tropical gardens on the Sunshine Coast.
Creating practical tropical garden designs for Sunshine Coast resorts.
At Trelliz Tropical, we design low-maintenance gardens for Sunshine Coast public spaces.
Once you've settled on a hero statement that is as clear and compelling as possible, get feedback from your friends and make sure it's free of errors and typos.
Keep it fresh.
Like all website content, it’s easy to update and rework your hero statement. This means you don’t have to let perfection get in the way of getting your website done. It also means it’s worth revisiting your hero statement if your business focus changes.
Are you holding out on a hero statement?
If you need help crafting a hero statement, or need to do some work on your website to ensure your brand bio is larger than life than I can help. This is one of those perfect website wish list items for a Designer for a Day package, or a quick fix job.
