Hero images once defined the look of contemporary websites. But today, they have become bloated, vague, and counterproductive. It’s time to rethink how we introduce users to our content.
A Habit Designers Can’t Shake
For over a decade, designers have defaulted to the full-bleed hero image. Whether it’s a polished shot of a workspace or a generic city skyline, the approach has become so ingrained in templates and workflows that questioning it feels almost taboo.
While these images once felt cinematic and fresh, they have largely turned into placeholders—substitutes for clear, compelling messaging.
The Hidden Cost of Heavy Visuals
A large hero image is often the biggest culprit behind sluggish load times. Oversized JPEGs and background videos can destroy your Largest Contentful Paint (LCP) before any meaningful content appears.
It doesn’t matter how elegant your code is—if a 2MB image blocks rendering, your site performance suffers. Designers who ignore performance in favor of aesthetics are designing in isolation. Meanwhile, users wait seconds just to see a stock photo load.
Abstraction That Says Nothing
Even when performance is acceptable, hero sections frequently pair imagery with slogans that communicate nothing concrete. Phrases like “Empowering Possibility” sound polished in isolation but fail to clarify what a business actually does.
Users have a short window to decide whether they care. When they see a vague headline over an abstract image, they often leave rather than search for answers.
The Mobile Experience Breaks Down
On mobile screens, hero images become even more problematic. What looks balanced on a desktop often collapses into cramped layouts. Text overlaps, calls to action get buried, and crucial content disappears below the fold.
Designing for mobile means designing for context. A massive visual rarely improves clarity on a phone.
Accessibility Gets Ignored
Hero sections are notorious for accessibility issues. Overlay text frequently fails contrast requirements. Background videos autoplay without controls. Images that hold essential information are incorrectly marked as decorative. And semantic hierarchy is abandoned in favor of visual layering that confuses screen readers.
These problems are preventable but often ignored, with visuals taking priority over inclusive design.
A Symptom of Unclear Strategy
The truth is, hero images often exist because no one knows what else to place in that space. Instead of articulating a clear value proposition, teams resort to a dramatic photo and generic headline.
This approach doesn’t just delay communication—it signals a lack of clarity about what the product offers.
Better Ways to Make an Impression
Eliminating hero images altogether isn’t necessary, but they must be justified by purpose. A strong homepage should immediately answer three questions:
What is this? Who is it for? Why does it matter?
Instead of defaulting to a massive photo, consider starting with a concise headline and supporting subhead. Show the product in action, feature a customer story, or introduce an interactive element. There is no requirement that your site must have a full-width banner to feel modern.
Design should serve the message, not obscure it. For many websites today, hero images no longer meet that standard.