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The Perfect MSP Hero Section

Many MSP websites only receive 25-50 visitors per day in total, which is partly why first impressions are so important. You only get so many chances at-bat and you absolutely have to make them count. If you want your landing page to convert, winning those first five seconds is critical.That’s where the “hero section” comes in. It’s the handshake, the elevator pitch, and the trust signal all rolled into one.

If you are unfamiliar, the term “hero” actually comes from the world of theater and film, where a “hero prop” refers to a key object that’s front and center. It’s meant to be something the audience will clearly notice and remember. When early web designers started creating large, attention-grabbing visuals at the top of websites, they borrowed the same idea (and terminology). The hero section became the digital version of a hero prop: the standout element that sets the stage, and draws visitors deeper into the story the brand wants to tell.

To understand what truly works in this section, we’re continuing our deep dive with Nate Freedman, Founder of MSP Sites. In Part 1, we focused on headers and navigation. Now we’re shifting our attention down the page and unpacking the design and messaging choices that lead to those coveted conversions. Nate’s take is fairly straightforward; “Most MSPs think they need more content in this section,” he says, “but what they really need is clarity, focus, and a single next step.”

The Headline 

First impressions aren’t just about what you say, they’re about how you present it. According to Nate, one of the easiest ways to spot amateur design is in the headline styling itself. “A lot of unprofessional design comes from people relying too much on bold text. There are better ways to create contrast, like capitalization, font weight, and text size, to make the headline stand out without looking cluttered.”

And while many MSPs struggle to strike the right balance between informative and concise, Nate has a formula that keeps things tight. “A good formula is one line for the pre-headline and a maximum of two lines for the main headline. We might put something like ‘This area’s IT services provider’ as a pre-headline so that people immediately understand they’re in the right place. Then, we could use a more compelling main headline to make it stand out.” You want it to look clean, while also giving the visitor enough context to know they’re in the right place, without making them scroll. Short, location-based, and benefit-driven. That’s the trifecta.

Pre vs. Subheadlines

Nate almost always prefers the minimalist route, and that includes getting rid of subheadlines altogether. That might sound like a radical design choice, but Nate has a clear reason for it: real estate and rhythm. “I like how using a pre-headline keeps the headline and call to action tight. When you add too much in a sub-headline, you risk pushing the call to action too far down, making it less effective,” he explains.

Beyond just flow, it’s also about visual harmony. “If you look at good design, it’s about stability. A heavy block of text on top with nothing below can feel unbalanced. Using a pre-headline instead of a sub-headline helps maintain that stability in the layout.” It’s a subtle distinction, but one that completely changes the feel of a page. Pre-headlines act as functional anchors—they frame the value without overwhelming the design. So if your hero section currently has a chunky subheading weighing down your CTA, it might be time to simplify. Keep it punchy, front-load the location or vertical reference, and let your CTA breathe.

Primary & Secondary CTAs 

Call-to-action buttons are where most MSP landing pages lose the plot. Either there’s not enough, too many, or the message isn’t clear enough to drive urgency. Nate’s take is refreshingly direct: “I recommend for your buttons to basically have one consistent call to action throughout the entire site. If you’re targeting bottom-of-the-funnel traffic—SEO, Google Ads, email—you want a single, clear CTA across the whole site. You’re not trying to nurture them here; you’re guiding them straight to the next step.”

The context of traffic source matters, too. If you’re dealing with someone who searched “IT support company” on Google, they probably don’t want to download a PDF lead magnet. According to Nate, “Lead magnets work better for top-of-the-funnel traffic. But if someone types ‘IT support company’ into Google, they’re not looking for a PDF. They want to talk to someone. The CTA should reflect that.” In other words, resist the temptation to get overly creative with your button text. If they’re ready to book a call, help them do it.

Background Image

There’s nothing that dates an MSP site faster than an awkwardly cropped photo of a server room or someone typing on a laptop. The background image of your hero section sets the tone, and for local MSPs especially, Nate sees it as a key trust-builder. “For local MSPs—which is who we really recommend working with—we use a city background. It helps immediately establish location and credibility. If they have a beautiful office, we could also use that. That would be a goal—to eventually get to the point where we can feature their actual space. If they have a strong team, showing them in the opening section can also build trust.”

And no, stock photos aren’t off the table completely, but they can’t be left untouched. “Colorizing the background lets you blend it into the overall design. It avoids the problem of mismatched colors and makes the entire hero section feel more intentional. If you have to use stock photos, you should always put in the effort to make them blend. Change the colors in Canva to match the brand.” Whether it’s your city skyline, your team, or a tastefully altered stock image, make sure it’s doing real work. The goal isn’t just to fill space. It’s to visually reinforce who you are and where you serve.

Social Proof

Something I’ve noticed about high-converting websites is that the social proof is almost always within view of the CTA. And I don’t think that’s an accident. For MSPs, trust is the currency that drives conversion, and Nate Freedman insists it’s one of the fastest ways to build it. “It’s so important to have social proof. If you don’t have any, make it your goal to get it right away. Google reviews, testimonials, case studies—these things build trust immediately. Google reviews are the gold standard. Nothing beats them.”

That’s why Nate is deliberate about where these elements show up in the layout. “I usually try to put social proof right below the call to action. That way, people see the CTA first, and then immediately below it, they get the reassurance that others trust you.” It’s a smart, strategic move: lead with action, then remove friction. If the visitor has even the slightest bit of hesitation, those five-star reviews right underneath can give them the nudge they need to click.

Vendor / Award Badges

Badges and awards can also play a supporting role, but only if they carry real weight. The trick, Nate says, is to ditch the fluff and only include credentials your audience actually cares about. “Skip the fake business awards. Everyone knows they don’t mean anything. But if you’ve got something like the Inc. 5000, that’s worth highlighting. Something like the MSP 501 is okay, but most clients don’t know what it is. It’s not going to win you deals, but if you have it, it doesn’t hurt to display it.”

The same goes for vendor partnerships, especially when your clients are large enough to recognize their value. “If you’re working with larger clients, and you have a high-level Microsoft badge, that means something. If a client is evaluating providers and sees that you’re a top-tier Microsoft partner, it can be a deciding factor. Don’t just throw up a wall of vendor badges that don’t carry any weight. Focus on ones that actually help establish authority and build trust with your target audience.” To put it simply: credibility matters, but only when it’s relevant. So choose wisely.

Live Chat 

Let’s talk about the real sleeper of the hero section: live chat. Most MSPs either write it off as unnecessary or install some clunky widget that feels more like a voicemail box than a conversation. Nate was once in that camp himself, but not anymore. “This is the biggest game changer for us. I used to think live chat wasn’t a good fit for MSPs, but I was completely wrong. It absolutely works—if it’s done right.”

The biggest mistake MSPs make? Trying to fake it. “It can’t be a fake chat. It can’t be an AI bot. And it can’t be one of those ‘leave us a message’ chats—what’s the point of that? People want real answers, from real people, in real-time.” And the key to making it effective is setting the tone immediately. “The key is stating right away that you’re a real person. People are sick of AI bots. Also, don’t just say, ‘Let me know if you need anything.’ Instead, ask a yes-or-no question to start the conversation.”

Timing matters too. “We used to trigger it as an exit-intent pop-up, but now we have it appear automatically after about 10 seconds. It gets more engagement that way.” It’s a small detail, but one that consistently moves the needle. When live chat is done well, it doesn’t just support the hero section—it drives the conversion engine itself.

Conclusion

When you look at all of these hero section elements together (headline, CTA, background, social proof, badges, chat) they each do one small job incredibly well. But when stacked in the right order, with the right intent, they transform from individual pieces into a powerful first impression. According to Nate, getting it right doesn’t require being flashy or creative. It requires signaling trust in as little time as possible. Your hero section is your one shot to say, “We’re legit, we’re local, and we’re here to help.” Nail that message, back it up with proof, and you’ll be well on your way to turning clicks into clients.