Most corporate websites have some sort of hero element on them, usually an animated banner to draw attention to the home page. These components can be very effective or fall completely flat, depending on the strategy behind them. In this post I’ll show you how to write them from concept to finished piece, and provide you with a hero banner copywriting template to download.
Team Up With Your Designer
The first step is to team up with a dedicated HTML5 or Flash designer. This person is often also the website designer, but can sometimes be solely dedicated to Flash or HTML5 production. You will be working closely together, so it’s a good idea to make sure each of you has either a copy of the agency creative brief or has been briefed by the company on the goals and objectives of the piece. It’s critical that both parties are on the same page, so make sure you and your designer both know what’s going on.
Once you understand what the client wants to accomplish with their hero banner, the next step is to do some rough concepting. From a writing standpoint, for me this usually involves brainstorming and sketching in a big notebook, ideally with my designer, either on the phone or in person. While it’s totally possible to come up with great ideas on your own, I find it’s always better with two or more people. We schedule a dedicated time to brainstorm and get down as many ideas as possible. As soon as we’ve done some riffing and refining it’s time to crack open the word processor.