Page components
Angle-matched hero
Also called hero section, above the fold.
The angle-matched hero is the first screen of a direct-response page. It restates the exact promise the ad made, in the ad's own words, so a cold visitor instantly knows they are in the right place.
Why is the hero the highest-leverage block?
The hero is where most ad-to-page match is won or lost. Repeat the ad's headline and angle, show an image that matches the creative, and make the one promise the page is about. If the hero makes the visitor re-derive the benefit, they leave before the rest of the page can work.
Related terms