Hero
State the page's single promise and offer the two ways forward.
Required elements
eyebrow h1 subhead primary_cta
Optional: secondary_cta trust_line
Rules
- The eyebrow is uppercase, names the category or the audience, and never repeats the H1.
- The H1 carries exactly one promise, at the LAKA level the position claims, in 16 words or fewer.
- The subhead reframes what the object purchased really is before saying what the seller does about it.
- The primary CTA is verb-first and routes toward assessment or booking; the secondary CTA routes toward the mechanism.
- A trust line, when present, lists three or four capability phrases separated by dividers — no logos required, no superlatives allowed.
Appears in
Homepage · Segment page · Assessment & qualification · Booking & close
Copy rules that apply here
- MG-HERO-001 — The hero eyebrow is uppercase and names the category or audience without repeating the H1.
- MG-HERO-002 — The H1 carries exactly one promise, stated at the LAKA change level the position claims.
- MG-HERO-003 — The hero subhead reframes what the object purchased really is before describing the seller's role.
- MG-CTA-001 — Every CTA label begins with a verb and names the action's object — 'Assess My Project', not 'Learn More'.
- MG-CTA-003 — Secondary CTAs route to explanation (the mechanism), never to a second conversion path.
Full record
{
"id": "hero",
"name": "Hero",
"job": "State the page's single promise and offer the two ways forward.",
"required_elements": [
"eyebrow",
"h1",
"subhead",
"primary_cta"
],
"optional_elements": [
"secondary_cta",
"trust_line"
],
"rules": [
"The eyebrow is uppercase, names the category or the audience, and never repeats the H1.",
"The H1 carries exactly one promise, at the LAKA level the position claims, in 16 words or fewer.",
"The subhead reframes what the object purchased really is before saying what the seller does about it.",
"The primary CTA is verb-first and routes toward assessment or booking; the secondary CTA routes toward the mechanism.",
"A trust line, when present, lists three or four capability phrases separated by dividers — no logos required, no superlatives allowed."
],
"appears_in": [
"homepage",
"segment-page",
"assessment",
"booking"
]
}