A hero shot is the main image on a landing page. Ideally, it sets the tone for readers about what they’ll read. It’s also one of the most important parts of any effective landing page. Up to 75% of sales are lost due to a bad website or landing page experience. Luckily, there’s an easy formula to follow. Use a relevant image, show your values, make it emotional, use keywords and captions, all to decrease bounce rates.