Hero Image or No Hero Image on Your Landing Page?

By the MyWebsiteScore team · Updated Oct 23, 2026

You're building a landing page and staring at a blank hero section. Should you drop in a big, beautiful image or keep it clean with just text? The answer isn't universal—it depends on what your page needs to accomplish and who's looking at it. This guide will help you decide between a hero image and a text-only hero, with practical steps to make either choice work.

Why the hero section matters more than you think

The hero is the first thing visitors see. It sets the tone, communicates value, and either pulls people in or pushes them away. A hero image can make your page feel real and relatable, but it can also slow loading, distract from the message, or look generic. A text-only hero loads fast and keeps focus on the copy, but risks feeling bland or untrustworthy if not executed well.

There's no one-size-fits-all answer. The right choice depends on your product, audience, and page goal.

When a hero image is the better choice

A hero image works best when it does a specific job that text alone can't.

You need to show the product in context

If you're selling a physical product, a lifestyle image showing the product being used can instantly communicate value. For example, a backpack brand showing someone hiking with the backpack tells a story that copy struggles to match.

You're selling an experience or emotion

Travel, hospitality, fitness, and food businesses often benefit from imagery that evokes a feeling. A stunning photo of a beach resort does more than a paragraph describing it.

You need to build trust with people or places

Showing real people—founders, team members, customers—can humanize your brand. Similarly, if you run a local business, a photo of your storefront or team helps people feel confident they're dealing with a real establishment.

Your brand relies on visual appeal

Fashion, design, and art-related businesses often need strong visuals to demonstrate their aesthetic. A text-only hero might undersell what you offer.

When you're better off without a hero image

Sometimes, less is more. A text-only hero can outperform an image-heavy one in several scenarios.

Your value proposition is complex or abstract

If you're selling software, consulting, or a service that's hard to visualize, an image might confuse rather than clarify. Clear, benefit-focused copy often wins.

Speed is critical

Images add weight. If your audience is on slow connections or mobile devices, a large hero image can hurt load times and Core Web Vitals—especially Largest Contentful Paint (LCP), which should be 2.5 seconds or less. A text-only hero eliminates that risk.

You want to avoid generic stock photos

Nothing says "we couldn't be bothered" like a generic stock photo of people shaking hands. If you don't have authentic imagery, text-only is safer.

Your page is part of a paid campaign with a single focus

For PPC landing pages, every distraction counts. If your goal is a single conversion (like a signup or demo request), removing the image can keep attention on the form and headline.

How to decide: a simple framework

Ask yourself these questions:

• Does the image add information or emotion that copy can't? If not, skip it.
• Will the image slow down the page significantly? Test with a tool like PageSpeed Insights. If LCP is already borderline, adding a large image could push it over.
• Is the image authentic and high-quality? If you're using a generic stock photo, reconsider.
• Does the image distract from the main call to action? If it pulls the eye away from the button, it's not helping.

If you use a hero image, do it right

• Optimize for speed: Compress images, use modern formats like WebP, and serve responsive sizes. Consider lazy loading—but not for the hero image, as that can delay LCP.
• Use descriptive alt text: This helps accessibility and SEO.
• Ensure text is readable: If you overlay text on the image, use a dark overlay or place text in a solid area. Test on mobile.
• Keep it relevant: The image should reinforce the headline, not contradict it.

If you go text-only, make it compelling

• Lead with a strong headline: State the primary benefit clearly.
• Use visual hierarchy: Large, bold text, plenty of whitespace, and a contrasting CTA button.
• Add trust signals: Logos, testimonials, or a short trust badge can replace the credibility an image might provide.
• Consider subtle design elements: A background color, pattern, or illustration can add visual interest without the weight of a photo.

Test both if you can

The only way to know for sure is to test. Run an A/B test with a hero image versus a text-only hero. Measure conversion rate, bounce rate, and time on page. Also keep an eye on page speed metrics—sometimes the faster page wins even if it's less visually rich.

If you can't run a formal test, start with the version that aligns with your brand and audience, then monitor behavior with heatmaps or session recordings to see if visitors engage with the hero area.

Final check before you publish

Whichever route you choose, run a free website audit to catch issues like slow load times, missing alt text, or mobile layout problems. It's a quick way to spot fixes that could be undermining your hero section—and your conversions.

For more guides on landing page design and conversion optimization, visit our guides library.

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