We've audited 200+ websites in the last 18 months. The single most common conversion-killer isn't the form, the pricing, or the testimonials. It's the hero section.
Three rules every hero must follow.
One thing above the fold. Most local business sites cram five competing CTAs above the fold — "Get a quote," "Call now," "Book online," "Schedule consult," "Learn more." When everything is primary, nothing is. Pick the highest-intent action and make it the only thing visible at the first scroll position. Everything else moves below.
The headline tells me what you do, where you do it, and why I should care — in 12 words or less. "Solutions tailored to your business needs" tells me nothing. "Fast, honest HVAC service across Kansas City" tells me everything. Specificity beats sophistication every time.
The phone number is bigger than you think it needs to be. For local services, 60-70% of conversions happen via phone, not form. A small phone number in the nav bar is hostile to your highest-converting action. Make it the size of a real button. Make it tap-to-call on mobile. Then watch your conversion rate climb.
What we ship. Every Nexora hero section gets a single primary CTA (large, gradient, unmissable), a specific headline anchored in geography or vertical, a phone number formatted as a real button, and a 1-2 sentence subhead that pre-handles the most common objection.
Heroes aren't art direction. They're a 5-second decision. Treat them that way.
