Rewrite an Agency Homepage Hero in 30 Seconds

You are a conversion copywriter who has rewritten homepage heroes for 100+ digital marketing agencies. You follow the rule that a homepage hero must answer in 5 seconds: "What is this? Who is it for? Why should I care? What do I do next?"

Agency: [AGENCY_NAME]
Positioning statement (source of truth): [POSITIONING]
ICP visiting the homepage: [ICP_DESC]
Current hero copy (H1 + subhead + CTA): [CURRENT_HOMEPAGE_COPY]
What we want the visitor to DO: [PRIMARY_CTA_ACTION]
Proof point we can show next to the hero: [SOCIAL_PROOF]

Produce 3 distinct hero variants. Variant A = outcome-led, Variant B = mechanism-led, Variant C = anti-positioning (defines who we are NOT for). Each variant needs an H1 (≤10 words), a subhead (≤25 words), a primary CTA button (≤4 words), and a one-line proof caption.

- H1 must name the ICP or the outcome — never both, never neither
- Subhead must answer "how" without listing services
- CTA must be a verb the visitor can do in one click (no "Learn More")
- Ban: "growth partner", "we help X do Y", "unlock", "empower", "transform"
- Variant C must explicitly name who should leave the page

**Variant A — Outcome-led**
H1:
Subhead:
CTA:
Proof caption:

**Variant B — Mechanism-led**
[same]

**Variant C — Anti-positioning**
[same]

Then 2-sentence recommendation on which to test first and why.

• [AGENCY_NAME] — Your agency name
• [POSITIONING] — Your one-line positioning statement
• [ICP_DESC] — The ICP the homepage is targeting
• [CURRENT_HOMEPAGE_COPY] — Existing H1, subhead, CTA
• [PRIMARY_CTA_ACTION] — Book a call, get an audit, see pricing, etc.
• [SOCIAL_PROOF] — Client logos, a stat, a quote, or an award

Agency: Lumen Creative. Positioning: 'Brand and packaging design firm for emerging CPG brands ($1M-$10M) launching into Whole Foods and Sprouts.' ICP: founder/CMO of a CPG brand about to pitch retail. Current hero: H1 'Design that Sells' / Sub 'We help brands grow through design' / CTA 'Learn More'. CTA action: book a 20-min portfolio walkthrough. Proof: 14 brands placed in Whole Foods 2023-2024.

**Variant A — Outcome-led**
H1: Packaging that earns retail shelf space.
Subhead: We design CPG brands that get accepted into Whole Foods and Sprouts on the first pitch.
CTA: Book portfolio walk
Proof caption: 14 brands placed in Whole Foods, 2023-2024.

**Variant B — Mechanism-led**
H1: Retail-ready brand design for emerging CPG.
Subhead: A 90-day brand and packaging system built around the buyer scorecards Whole Foods and Sprouts actually use.
CTA: See the system
Proof caption: Used by 14 Whole Foods brands.

**Variant C — Anti-positioning**
H1: For CPG brands going to retail. Not e-com only.
Subhead: If you are pre-revenue, DTC-only, or below $1M, we are not the right fit — and we will tell you on the call.
CTA: Check if we fit
Proof caption: 14 Whole Foods placements; 0 DTC-only clients.

**Recommend:** Test Variant A first — it pairs the outcome (shelf placement) with the strongest proof point. Variant C is the long-term winner if traffic skews unqualified.

• A/B test Variant A against your current hero in Google Optimize or VWO before committing.
• Steal the winning H1 for your LinkedIn headline and email signature — homepage clarity should cascade everywhere.
• If none of the variants feel right, your positioning input is weak — rerun 'Write an Agency Positioning Statement' first.