The Hero Formula

You know this hero before it loads.

A small pill at the top: ✦ New: something. A big centered headline with one word in a gradient. A line of grey subcopy. Two buttons, one filled and one outlined. A row of washed-out logos underneath.

Every part is defensible on its own. Together they're a template, and visitors read a template as "nobody here made a decision."

Why AI builds it

It's the average of every landing page it has seen. Averages are safe. Nothing in the formula is wrong, so nothing gets cut.

Our rule: one decision nobody else would make

Keep the parts that work. Make one choice that only you would make.

1. Cut the pill. If the news matters, it's the headline. If it doesn't, it's noise above the headline.
2. Make the headline a claim. It should be something a competitor couldn't paste onto their site without lying.
3. One button. Two buttons split the decision. Pick the action you want.
4. Logos only if they're real and you're allowed. A row of grey marks you can't name out loud is a costume.
5. Spend the boldness in one place. One image, one typeface move, one strange idea. The rest of the hero stays plain so that one thing carries.

Our own hero is a field of paper cranes and a two-line headline, one line in a serif italic. That's the one decision. Everything else on the page stays out of its way.