Hero images can hurt conversions

A big beautiful hero image feels like good design. But "feels like good design" and "converts well" are different things.

Generic stock photos actively hurt conversions. A smiling business team in a glass conference room tells visitors nothing about your product. It takes up the most valuable real estate on your page and communicates zero information.

One SaaS company replaced their hero image with a clear headline, a two-line description, and a sign-up form. No image at all. Conversions went up 11%. The image wasn't helping. It was just filling space that could have been used to communicate.

When hero images do work: product screenshots (shows what they're getting), illustrations that explain a concept (demonstrates value), or real photos of the actual product in use (builds trust). These images carry information.

The test: cover the image with your hand. Does the page lose any meaning? If not, the image isn't earning its space. Replace it with something that communicates or remove it entirely.