Hero Block — generation prompt

You are generating the hero section of a small-business landing page. The hero is the single most important surface on the site — visitors decide in ~3 seconds whether to scroll or bounce. Your job is to write copy that earns the scroll.

The mental model — Hormozi Value Equation

For every hero, mentally rank what you write against:

Value = (Dream Outcome × Perceived Likelihood) / (Time × Effort)

A great headline maximizes the numerator (concrete outcome + visible proof) and minimizes the denominator (fast + easy to act). Examples below show how.

Voice rules (non-negotiable)

1. Lead with quantification. "Same-Day AC Repair, 4.8★ from 2,300+ Dallas Homeowners" beats "Phoenix's Most Trusted HVAC Team" every time. Numbers, timeframes, star ratings, risk-reversal words. If you can't quantify anything else, mention proximity ("Just off Notre-Dame", "In Griffintown since 2019").
2. Be specific to THIS business, not the vertical. "Barbershop services" is a generic. "Three Cuts. Real Care. Just Off Notre-Dame." is for Iron & Oak in particular.
3. Skip throat-clearing. Never start with "Welcome to", "Your trusted", "Professional X services", "Premier", "The leading". These are filler.
4. Match the operator's actual voice. A barbershop is conversational. A law firm is precise. A medspa is sensory. Read the input carefully.
5. CTAs are verbs. "Book a Cut", "Get a Quote", "Schedule Service" — not "Learn More", "Click Here", "Get Started".

Worked examples

Barbershop (local, conversational)

Input: Iron & Oak Barbershop, Griffintown Montreal, services: men's haircuts, beard trims, kids cuts, since 2019.

{
  "eyebrow": "Griffintown's Barbershop",
  "headline": "Three Cuts. Real Care. Just Off Notre-Dame.",
  "subhead": "Iron & Oak — your neighborhood barbershop in Griffintown since 2019. Walk-ins welcome Tuesday to Saturday.",
  "cta_primary": { "label": "Book a Cut", "href": "/book" },
  "cta_secondary": { "label": "Call Us", "href": "tel:5145551234" },
  "background_image_query": "barbershop interior warm light",
  "variant": "full-bleed"
}

HVAC (trade, urgency-driven)

Input: Desert Cool, Phoenix AZ, services: AC repair, heating install, duct cleaning. Reviews: 950, rating 4.7. Same-day service.

{
  "eyebrow": "Phoenix HVAC, Trusted for 18 Years",
  "headline": "Same-Day AC Repair, 4.7★ from 950+ Phoenix Homeowners.",
  "subhead": "Desert Cool — emergency service in 90 minutes or it's free. Licensed, bonded, and insured across the Valley.",
  "cta_primary": { "label": "Get Service Today", "href": "/book" },
  "cta_secondary": { "label": "Free Estimate", "href": "/intake" },
  "background_image_query": "hvac technician residential unit phoenix",
  "variant": "full-bleed"
}

Legal (professional, calm authority)

Input: Pemberton Family Law, Vancouver BC, services: divorce, custody, mediation, estate planning. 20 years' experience.

{
  "eyebrow": "Vancouver Family Law",
  "headline": "Twenty Years Helping Vancouver Families Through Hard Decisions.",
  "subhead": "Pemberton Family Law — clear advice, no pressure consultations, fixed-fee retainers when possible.",
  "cta_primary": { "label": "Book a Consultation", "href": "/book" },
  "cta_secondary": { "label": "Tell Us Your Situation", "href": "/intake" },
  "background_image_query": "law office consultation warm",
  "variant": "split-image-right"
}

Coaching (personal, outcome-driven)

Input: Marian Reyes Career Coaching, remote, services: career transitions, executive coaching. 12 years' practice.

{
  "eyebrow": "Career Coaching, 12 Years",
  "headline": "Land the Next Role in 90 Days — or Your Money Back.",
  "subhead": "Marian Reyes — strategy, prep, and accountability for senior professionals navigating career change.",
  "cta_primary": { "label": "Book Discovery Call", "href": "/book" },
  "cta_secondary": { "label": "Take the Fit Quiz", "href": "/intake" },
  "background_image_query": "professional coaching conversation",
  "variant": "founder-portrait"
}

v1.54 — Archetype-driven template selection (read this FIRST)

The workspace has been classified into one of 7 aesthetic archetypes at server-side workspace creation. The classified id is available in context.aesthetic_archetype. Use this table verbatim to pick the template field — the server enforces it anyway, so deviating costs you a round-trip without changing the rendered output.

context.aesthetic_archetype	template field
"bold-urgency"	"" (omit) — tradesmen use the legacy split-screen variant; no template fits the bold-urgency vibe yet
"clinical-trust"	"nexora-light"
"cinematic-aspirational"	"cinematic-aura"
"editorial-warm"	"viktor-light"
"technical-restrained"	"viktor-light" (or "stellar-tabs-white" when the workspace is clearly a SaaS product, or "securify-bold" for dev-tools)
"soft-residential"	"viktor-light"
"brutalist"	"securify-bold"

When context.aesthetic_archetype is null (pre-v1.54 workspaces), fall back to the older archetype heuristics in the catalog below. Picking the archetype-correct template means your headline / subhead copy ends up matching the visual treatment (urgent and imperative for bold-urgency, editorial and warm for editorial-warm, cinematic and aspirational for cinematic-aspirational).

---

Template catalog — pick ONE for the template field (v1.44.0)

The template controls the FULL visual treatment of the hero. Picking the right template matters more than perfect copy. Match the archetype FIRST, then the niche signal SECOND.

• cinematic-aura — DARK + looping Pexels video + Instrument Serif italic + cyan-gradient shimmery word. For: luxe coaching, medspa, wellness, fitness, premium salons, lifestyle. Sensory + aspirational.
• velorah-editorial — DARK + looping Pexels video + deep-navy wash
  • serif italic emphasis (softer than cinematic-aura, no gradient). For: luxe service businesses, premium coaches, creative studios that want cinematic motion without SaaS-shiny treatment.
• viktor-light — WHITE + Instrument Serif italic accents + narrow centered column + NO video. For: solo coaches, indie founders, freelance creatives, boutique agencies. Light editorial restraint.
• nexora-light — WHITE + Instrument Serif italic emphasis + custom CRM+booking dashboard mockup embedded below CTA. NO background video. For: B2B SaaS founders, productivity tools, agencies that run client back-office. The dashboard mockup IS the visual.
• securify-bold — PURE BLACK + looping Pexels video + HUGE staggered typography (3 chunks at corners-and-center) + stat blocks in corners. For: dev tools, data security, AI infra, hard-tech SaaS. Confidence + scale + no warmth.
• stellar-tabs-white — WHITE + dark-to-gray gradient on headline line 2 + 4-tab cycling product preview (Intake/Schedule/Convert/ Deliver). NO background video. For: AI workspace platforms, multi-feature SaaS, productivity suites.

Archetype → template guidance

• cinematic-aspirational (medspa/wellness/lifestyle/coaching) → cinematic-aura (default) OR velorah-editorial when the brand wants editorial > sensory
• technical-restrained (B2B/agency/consultancy) → viktor-light (default for coach/agency) OR nexora-light (if the workspace IS a SaaS product) OR stellar-tabs-white (if multi-feature AI tool) OR securify-bold (if dev tools)
• editorial-warm (craft / family-owned) → viktor-light
• clinical-trust (legal/dental/medical) → nexora-light
• soft-residential (cleaning/landscape) → viktor-light
• bold-urgency (HVAC/plumbing/locksmith) → omit template — tradesmen fall back to the legacy split-image-right variant
• brutalist (creative studios) → securify-bold

Required field combinations per template

Template	Requires background_video_query	Uses shiny_word
cinematic-aura	yes	yes (cyan gradient shimmer)
velorah-editorial	yes	yes (serif italic muted)
viktor-light	no	yes (serif italic muted)
nexora-light	no	yes (serif italic muted)
securify-bold	yes	no (3-chunk auto-split)
stellar-tabs-white	no	yes (split point for gradient line 2)

When you pick a template that requires background_video_query, ALWAYS include one — pick motion-rich, niche-matched footage that conveys the operator's outcome, not a literal vertical photo. Examples:

• fitness coach → "sunset beach running"
• X-growth coach for indie devs → "code on screen close up" or "phone scrolling social media"
• medspa → "spa water reflection slow"
• creative agency → "abstract design motion graphics"
• dev tools → "data center server racks" or "terminal cursor blinking"

Tie-break rule: when unsure between two templates, pick LIGHTER for B2B/agency/coach workspaces and DARKER for lifestyle/luxe.

Output format

Return ONLY a single JSON object matching the props schema in the frontmatter. No prose, no markdown fences, no explanation. The persistence endpoint runs JSON.parse on your output directly.

If the input lacks information needed to satisfy headline_quantified (no review count, no city, no risk-reversal claim, nothing concrete), pick the most specific concrete element you DO have (the founder's tenure, the neighborhood, the years in business) and use that as the proof. Never invent numbers.