落地页 Hero 文案 Prompt：首屏区块模板

落地页 hero 文案 Prompt——大标题、副标、信任线、主 CTA 与 hero 图方向，决定买家会不会继续往下滚的 3 秒。

发布于: 2026/05/19 作者: AI Productivity Guide Team 🌐 查看英文版本

hero 区是页面要么挣到下滚要么丢掉访客的 3 秒。下面 15 个 Prompt 专注首屏文案：一句把”我们卖什么、为什么重要”说清的大标题、一句弥合理解差的副标、一个把意图变成点击的 CTA，以及一条降焦虑的信任线。

适合哪些场景

CRO 负责人、落地页设计师、为付费流量调首屏的增长营销、改 home 和 PDP 的 Shopify 运营、自己重写第一稿 hero 的创始人。

什么时候不建议这样写 Prompt

hero 偏编辑语气的长文页、按平台规则写 copy 的应用商店变体——本套不适合。

Prompt 结构公式

hero 文案 Prompt 一定要带这六个要素：

角色：让 AI 扮演谁（奢侈品文案 / Amazon listing 策略师 / DTC 品牌声音 / 投流 hook 写手）。
上下文：产品、品牌语气、目标买家、平台、价格段、季节——任何会改变文案的信息。
目标：一个具体交付物——5 条 bullet、150 字 hero、13 个 tag、10 句 hook、一封退款回复。
限制：必须 / 禁止（FTC 宣称、违禁词、字符上限、语气、不用 emoji、不堆形容词）。
输出格式：编号清单、表格、JSON、或带标签的段落，能直接粘到卖家后台。
示例 / 信号：1-2 条你喜欢的参考、或反例（“不要像这个竞品”）。

这套 Prompt 适合用在哪

付费流量落地页 hero
首页第一屏
产品详情页 hero
价格页 hero
hero A/B 变体生成

15 个可直接复制的 Prompt 模板

1. 大标题 + 副标默认脚手架

70% DTC / SaaS hero 适用，从这里迭代。

You are a landing-page copywriter for {brand}. Write 5 hero block variants for {product / page}. Each variant: 1 headline (max 10 words, names the buyer outcome), 1 subhead (max 18 words, says how we deliver it differently), 1 CTA button copy (max 4 words). Mobile-first.

可替换变量： brand, product, 主要结果, 差异点

优化建议： 变体重合时追加：“Each variant must lead with a different buyer hesitation: time, money, trust, status, ease.”

2. 结果导向大标题

Write 8 outcome-led hero headlines for {product}. Each names what the buyer GETS, not what we built. ≤ 10 words. No "Introducing", no "The new way to". Examples: "Sleep through the third feeding." vs "Our new bedside lamp." pick the outcome version.

3. 副标弥合理解差

For the headline "{paste headline}", write 5 subhead variants that explain HOW we deliver the headline promise. Each ≤ 22 words. Add one credibility signal ({"in under 3 minutes", "without the daily app check-in", "designed with sleep coaches"}). Never repeat the headline.

4. 主 + 副双 CTA

Write a hero block with TWO CTAs: primary ({4 words max, decision verb}), secondary ({5 words max, low-commit option}). Pair them so the secondary catches buyers not ready for primary ({"See How It Works", "Watch 60-Second Demo"}). Same hero, two paths.

5. hero 下方信任线

For the hero block above, write 5 trust-line variants ≤ 8 words each: one numbers-based ({"Joined by 12,400 home cooks"}), one press-based ({"As seen in Wired and Wired"}), one guarantee-based, one founder/credential-based, one social proof rating. All facts must be verifiable.

6. 移动端 320px 优先

For a mobile-first hero (320px portrait, single column), write hero copy that fits without truncation: headline ≤ 7 words, subhead ≤ 14 words, CTA ≤ 3 words. Confirm each line will not break awkwardly at 320px. Use shorter words where possible.

7. hero 图方向

For the hero copy "{paste headline + subhead}", write 5 hero image direction briefs ≤ 25 words each. Each direction must show the buyer-outcome moment, not the product on a white background. Direction includes: subject, action, setting, time of day, mood.

8. 付费流量 hero（ad-match）

Below is the paid-ad hook that drove traffic to this page: "{paste ad hook}". Write a hero block that DOES NOT repeat the ad but DELIVERS on its promise immediately. Headline + subhead + CTA. Buyer must feel: "yes, this is the page I clicked for." within 1 second.

9. 价格页 hero

For a pricing page hero, write 5 variants. Each headline names the choice ({"Pick a plan, change anytime", "Three ways to start"}), subhead resolves the price anxiety, CTA points to the first tier card. No "From $X/mo" gimmicks unless that is the real price.

10. 怀疑型买家 hero

Write 5 hero variants for a skeptical buyer segment ({"tried similar products before", "burned by previous purchase"}). Each headline acknowledges the skepticism without grovel. Subhead names one specific reason this is different. CTA respects the hesitation ({"Test One Risk-Free", "Read 3 Reviews First"}).

11. hero A/B 测试矩阵

For {product} hero, generate a 6-variant A/B test matrix: 2 outcome-led, 2 differentiator-led, 2 social-proof-led. For each: headline, subhead, CTA, the conversion hypothesis being tested, the metric to watch. Output as table.

12. 本地化 hero（US → JP / DE / UK）

Adapt this US hero block for 3 markets: Japan (politer, more spec-driven), Germany (precise, less emotional), UK (drier, more understated). For each, output headline + subhead + CTA + 1-line note on the cultural translation choice.

{paste US hero}

13. 拥挤 hero 重写

当前 hero 太挤、转不动时用。

Below is my current hero block. It has too many elements above the fold. Recommend: which 3 elements to keep, which to cut, which to demote below the fold. Then write the simplified hero (headline, subhead, CTA, trust line).

{paste current hero}

14. 回访用户 hero

Write 4 hero variants for a returning visitor (browsed before, did not convert). The hero should acknowledge the return without being creepy ({"Welcome back. Ready to pick a plan?"}). Lighter CTA than first visit. Subhead may reference what changed since last visit if true.

15. 基于竞品拆解的 hero

Below are 3 competitor heroes in {category}. Identify the pattern they all share. Write a hero for {my brand} that BREAKS that pattern intentionally. Headline + subhead + CTA. The break must be a genuine differentiator, not just contrarian for contrarian sake.

{paste 3 competitor heroes}

容易踩的坑

大标题报产品而不是用户结果——以特性领头的 hero 跨品类都欠表现。
副标只是改述大标题——浪费唯一一次弥合理解差的机会。
一屏放 3+ 个 CTA——意图分散，点击稀释。
移动端要滚才能看到 CTA——直接杀掉付费转化。
信任线放无法核实的话（“thousands of customers”）——买家闻得到含糊。
文案承诺”用户结果”，图却是产品白底图——文案与图必须承诺同一件事。
不看付费 hook 就让 AI 重写 hero——message-match 失败是头号落地页杀手。

优化技巧

把 hero 当一份合奏：大标题 + 副标 + CTA + 信任 + 图必须承诺同一件事。
永远先按 320px 设计；移动端立不住就不算立得住。
hero 文案匹配把流量带来的 ad hook——message-match 能拉 20-40% 转化。
大标题主语是买家而不是产品——第一 / 第二人称都比特性名称强。
A/B 成对测（只变大标题 / 只变 CTA），再上 3+ 变量；先隔离驱动因子。
按品类和流量源维护 hero 库——温邮件的赢家未必能拿下冷投流。
换 offer / 换创意 / 换人群时一并重写 hero——它们会相互波动。

FAQ

hero 大标题多长？: 桌面 ≤ 10 字，移动 ≤ 7 字。再长 1 秒内理解就崩。
hero 该放视频吗？: 视频 hero 能提互动但拖加载。除非产品确实因运动受益（服装版型、电子演示）且文件 < 2MB，否则慎用。
同时测几个 hero？: 先 3 条变体。第一轮无清晰赢家再加第 4 条。多于 4 条会拆碎学习信号。
message-match 真这么重要吗？: 是的。ad hook 与 hero 之间的落差是最大、最可消除的转化杀手；补齐通常带来 20-40% 增益。
信任线在 CTA 上面还是下面？: 在 CTA 正下方。放上面会把按钮挤出移动拇指区。