How to Make Your Hero Post Work As A Silent Salesperson
A step-by-step look at how one line at the top of your site can filter, attract, and warm up the right people — all without pressure.
The Overlooked Workhorse
Most business owners treat the headline on their homepage like a throwaway line. Maybe something catchy, or clever, but nothing more.
Here’s the thing: that opening line is the split-second moment where someone decides whether to stay or leave. It’s not just a placeholder. It’s the very first test of whether a visitor feels, “This is for me.”
Think of it as a salesperson who never takes a day off. They don’t chatter. They don’t push. They just greet everyone who walks through the door, size them up, and send the right ones further inside while politely letting the wrong ones walk away.
That’s the real job of your Hero Post. It works quietly in the background, sorting and warming up the people you actually want to work with — long before you ever get on a call.
What a Hero Post Actually Does
If done correctly, your Hero Post acts as a filter. Your first line of defense, that pre-screens the wrong people, so you don’t waste time.
And on the flip side, it attracts the people who need your help. When you have a clear message that appeals to your ideal customer, it grabs their attention without you having to shout.
Those people are warm leads. They already feel like they know you and want to learn more. And the great thing about it is that it works in the background, quietly guiding them to you without pushing or pressuring them.
This reduces the chance of having a huge list of subscribers and leads who will never become customers. Think of the time and effort saved simply by building a pre-screened list.
Your silent salesperson is there 24/7, directing traffic to you. That frees you to do what you do best — create offers that help them grow their businesses.
But of course, not every Hero Post does this well. In fact, most miss the mark in predictable ways.
The Mistakes Most Business Owners Make
Here are a few things I see all the time. Especially for newer solopreneurs who may have come from a corporate or technical background.
Jargon. They write like a business insider talking to a colleague. Overusing buzzwords that people in their industry understand, but potential customers might not. Unless you’re writing for a very specific audience that understands your business, stick to plain language. It should be easy to understand for anyone.
It’s not about you. This is even more common. Their Hero Post reads like their greatest hits or a résumé. It’s all about them and how great their product or service is. People don’t care about any of that until they know what you can do for them. Make it about the reader, never about yourself. Once you’ve gained their trust, you’ll have plenty of time to fill in the details. But this is not the place for it.
Too vague. Always remember that clarity beats cleverness every time. Too often, I’ll see talking points that seem to sound important without really saying anything:
“Unlock your potential with our proven system.”
“We deliver innovative solutions that drive success.”
“We’re a leading provider of quality services.”
On the surface, phrases like that may sound professional, but they don’t say much. They’re just filler. Empty calories, so to speak.
No emotion. This is one area I’ve been guilty of myself. Your copy should make them feel something. “Just the facts” is for lawyers and police. One sentence that touches the reader on an emotional level has far more impact than a pile of stats. They’re coming to you for answers, not just information. Let them know you understand their concerns, that you “get them.”
When I started writing, I wanted to make sure I got every detail right, but in doing that I ended up sounding like I was writing a textbook. No one enjoys reading a textbook. Lately though, I’ve learned the power of storytelling to reach people on an emotional level. One good story will stick with your reader far longer than facts and figures.
If people want facts, they can go to Google. What they want from you is perspective.
The good news? Fixing these mistakes doesn’t require a marketing degree. A few simple shifts make all the difference.
How to Write One That Works
So how do you write a Hero Post that actually pulls its weight? It’s simpler than most people think.
Speak to one person, not the crowd. Picture the client you’d love to work with. Write as if you’re talking directly to them — not to “everyone.” When a visitor feels seen, they lean in.
Lead with the problem you solve. Don’t open with your job title or years of experience. Start with the pain point that keeps your reader up at night. If they see their struggle in your words, you’ve already earned their attention.
Add the outcome you help them reach. Spell out what changes for them after working with you. Relief, clarity, time saved, money earned — whatever fits. This is where the benefit becomes real.
Keep it short, sharp, and easy to understand. A Hero Post isn’t a full pitch. It’s a clear, uncluttered line or two that makes a quick promise and invites the right people further in.
End with a nudge. After the problem and outcome, hint at what’s next: scroll down, read more, subscribe, or book a call. You don’t need to shout — just give them a natural next step.
Done well, your Hero Post feels like a quiet invitation. The wrong people move on, the right ones stick around — and your “silent salesperson” gets to work.
A Quiet Confidence Boost
By now, you’ve seen how a strong Hero Post does more than decorate the top of your homepage. It’s not just a headline — it’s the filter, the greeter, and the steady hand guiding the right people deeper into your world.
That shift alone is worth a pause. Instead of feeling pressure to “perform” on every sales call or every first email, you can relax knowing some of the hardest work is already done. Your Hero Post has already answered a few questions, eased doubts, and set the stage.
Think of it as peace of mind, for both you and your reader. You know you’re meeting people who are already interested, and they know they’ve landed in the right place. It’s like having someone on your team who always says the right thing.
If your Hero Post feels more like wallpaper than a welcome, it’s time for a second look.
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