Hero
Make the right visitor understand the product, its outcome, and the next step.
If a five-second reader cannot say what the product does, use the category pattern. If they understand it but do not care, make the job and audience more specific.
When to use it
Use on every acquisition page. Lead with the outcome when the category is familiar; explain the category when the product is unfamiliar.
When to skip it
Avoid a clever outcome-only headline if readers cannot tell what you sell. Do not lead with a big unverified saving or a logo wall before you have permission and evidence.
Choose a structure
- Category + audience: what it is → who it serves → specific task → primary action. Best for unfamiliar products.
- Outcome + mechanism: desired result → how the product makes it possible → product preview → action. Best when the problem is already understood.
- Switching: familiar alternative → relevant difference → migration reassurance. Best for visitors arriving from comparison searches.
Real reference: Linear
The opening identifies a product development system and pairs the proposition with an interface showing work in context.
Why it helps: Naming the category gives the reader a mental model before the interface adds detail. This is an editorial judgment, not evidence of higher conversion.
Open the source ↗ Checked 2026-09-15. Pages may change.
Copy formula
[Product category] for [specific audience]. [Complete a concrete job] with [mechanism], without [specific avoidable friction]. [Primary action with a clear destination].
Worked example
Fictional product: BriefDesk, a client brief organizer.
Headline: Client briefs your team can act on.
Subhead: Turn client answers into one editable project brief, with decisions and open questions in the same place.
CTA: See a sample brief.
Why this version: a new product with no reputation should show its output before asking for trust.
Prompt for your AI assistant
Replace the input with your product facts. Use your preferred AI assistant; no AI account is included.
Write a SaaS hero for the product brief below. Inputs: product, audience, task, mechanism, known alternatives, evidence, intended CTA destination. Select one of category-first, outcome-first, or switching-first and explain the choice. Return one headline under 12 words, a subhead under 35 words, a primary CTA, an optional secondary CTA only if needed, and a product-preview caption. List missing facts. Do not invent results, customers, guarantees, or free trials. Brief: [paste facts].
Check the draft
Show only the hero to five target readers. Ask what it is, who it is for, and what the button does. Record their words; do not explain first.
What to measure
Correct product understanding; sample-view rate. A click alone does not prove buying intent.