The hero statement on your website is the bold, attention-grabbing message that sits atop your website’s homepage. It’s the first thing visitors see, and I’d argue it’s one of the most important elements of your site.
Visitors will read your hero statement and subconsciously ask themselves “Am I in the right place?” If they don’t get a clear answer, they’ll leave.
Research has shown that you have less than 50 milliseconds¹ to make a good first impression. That’s .05 seconds. A study by Stanford found that 75% of web users² assess a company’s credibility purely based on its website design.
A hero statement isn’t just a nice-to-have, it’s crucial wording that can make or break a visitor’s first impression of your brand.
Generic, Vague, and Forgettable
One of the most common mistakes we see on advisor websites is having a hero statement that is too vague, overly clever, or assumes visitors are already familiar with your brand. For example:
🖥️ “Helping You Succeed, One Step at a Time.”
❌ Too broad—what kind of success? Who is this for?
🖥️ “Your Future, Our Priority.”
❌ Generic—doesn’t specify financial services or target audience.
🖥️ “Guidance You Can Trust.”
❌ Overused and lacks differentiation—what kind of guidance? Shouldn’t I trust you anyway?
The Formula for a Great Hero Statement
There is no perfect formula, but there are some principles we can use to guide the creation of a great hero statement. We can’t stress this enough…clarity is your most powerful marketing tool. Instead of trying to be clever, be clear. Instead of trying to impress, be direct. Why? Because confused prospects don’t convert. We have to craft this statement with the idea that someone who is unfamiliar with your brand is visiting your website for the first time.
To create an effective hero statement, answer at least two of the following questions.
- What service do you provide?
- What makes you different from other advisors?
- Who do you typically work with?
For example, our website’s hero statement is “We’ve Been Helping Financial Advisors Grow Since 1978.” It communicates our target market (financial advisors), differentiator (growth), and some tenure for credibility (1978). It’s simple, but we spent a lot of time thinking through those 8 words.
Let’s take a look at some hero statements we like.
✅ “Exceptional Solutions for Exceptional Wealth.”
✅ “Delivering Impactful Results That Go Beyond Investments.”
✅ “Tailored Wealth Strategies Built Alongside You.”
✅ “Distinct Financial Solutions with Personalized Service.”
✅ “Wealth Management Grounded in Listening”
✅“Timeless Wealth Strategies for a Lasting Legacy”
✅ “Your Wealth Goals, Our Strategic Focus.”
✅ “Financial Strategies that Integrate Your Life and Legacy.”
✅ “Coordinated Wealth Management for One Simple Fee.”
✅ ”Helping Women Navigate Financial Decisions with Confidence.”
✅ “Your Retirement is Unique. Your Financial Advice Should Be Too.”
All of these examples answer at least two of the questions above and most importantly, they are crystal-clear.
Aligning Your Hero Statement with Your Website Goals
Your hero statement should do more than just sound good. It should align with the primary goal of your website. Before crafting your statement, ask yourself:
- What is the main action I want visitors to take? (Schedule a consultation, download a resource, learn about services, etc.)
- What impression do I want to leave? (Trustworthy, specialized, innovative, approachable, etc.)
- Who is my ideal visitor, and what do they need to know immediately?
For example, if your goal is to establish credibility, your hero statement might say:
🖥 “Top 100 Fastest-Growing Financial Advisors to Watch.”
✅ This answers two key questions: What makes you different (your growth and recognition) and what you do (financial advisors).
If your goal is to attract a specific audience, you might say:
🖥 “Helping Business Owners Protect and Grow Their Wealth.”
✅ This clarifies both the service (wealth management) and the audience (business owners).
If your goal is education and thought leadership, a statement like:
🖥 “Advice and Insights on Building Generational Wealth.”
✅ Highlights expertise and signals the type of content visitors can expect.
A well-crafted hero statement can make a significant difference in how potential clients perceive your services. By leveraging our principles and best practices, you can ensure that your website immediately communicates value and establishes trust. If your current hero statement isn’t achieving this, now is the time to refine it for maximum impact. When was the last time you updated your website? Back when binge-watching Tiger King was a thing? If it’s been a while, let’s talk.
Sources
¹https://www.tandfonline.com/doi/abs/10.1080/01449290500330448
² https://credibility.stanford.edu/guidelines/index.html#chi99
