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Get a seat at the table and build the design career you want. This podcast is for designers looking to break in, level up, and take control of their careers—whether you're freelancing, climbing the corporate ladder, or just trying to get noticed. Every two weeks, we dive into career fundamentals, design best practices, and the hottest topics in the design community.
I'm hiring you because you're I'm not hiring you because you're curious about a thing. I'm hiring you because you're really good at a thing. I think the curious line lands a bit soft, and I think it's okay to be you're curious about about like, it's okay to be aggressive in terms of, like, I'm I'm really good at this thing. I'm an expert. That's why you should hire me kind of thing.
Nick:Yeah. I I want to say the same thing, but then there's also a similar We're officially live. We're officially live. Exactly. I mean, this is just an experiment.
Nick:Alright. So we are talking about hero sections today. My favorite. Well, it's the well, yeah,
Tyler:it is the very first impression. And, also, the time is limited. So, like, the best practice is you have five seconds to get someone's attention before they bounce or even less now. What's the average? You have two seconds to get someone's attention before they bounce away.
Tyler:So the most important thing.
Nick:Yeah. Yeah. So so, you know, I think we should spend this episode and the majority of it to, you know, look at a few examples from, you know, around the web and around the design community that we've seen. And, you know, see if you can improve a few of them, you know, on the spot and take away some, you know, practical examples that you can apply to, you know, to you as a listener, to your own portfolio to increase increase the odds of you getting a message from a recruiter or you even getting invited to interview. You know?
Nick:Just basically to help you get a job in design.
Tyler:Excited. Excited to critique and make better.
Nick:Yes. Yeah. Very practical stuff. So I'm just going to grab one that I saw recently. You tell me what you think.
Nick:Just I'm just going to quote here. Yeah. Hello. My name is and this is all anonymized, so I'm just going to leave that blank. Hello.
Nick:My name is, you know, ..dot. Deliver thoughtful designs, seamless solutions, and creative experiences built for impacts. So when you read this or hear this, Tyler, as a recruiter or a design manager, what what do you what do you think?
Tyler:I haven't learned anything that's that's this sounds like I mean, all that is probably true, though it's, like, part of the job. Like, you shouldn't be doing all of that. But there's nothing that separates like, I probably have seen 7,000 variations of same opening line.
Nick:Yeah.
Tyler:And there's nothing like, if I'm a recruiter, I want, like, what makes you unique, and that just makes you seem like another person on top of the pile. Yeah. Yeah. There's no person like, when I'm looking at a hero section, like, it should be, like, who are you? Why why should someone care?
Tyler:Where's the proof? And then what what should I do next? Like and that would be the CTAs. That one didn't tell me much.
Nick:Yeah. You're looking at the website. This person does not have a call to action, a CTA below that paragraph. And you have to scroll and then find the contact button somewhere on the page. Yeah.
Nick:You know, to to their defense, you know, it's when you are fresh out of school, you you just create a hero section based on what you know, which is, you know, not so much yet. You you don't have any experience. So I'm I'm very aware of that senior advice that we all give. Like, you know, you you just should write about, you know, the thing that makes you unique unique, the thing you're good at. But you probably don't know it yet as a junior.
Tyler:So Always mention the mentees that, like, what even if you're just out of school, like, what is your dream job look like? And that'll give you an idea of, like, what you how you should position yourself. So, basically, work you get gives you more of that same work. So if you're targeting Apple, then then create one that would get you a job at Apple. And then that makes that it sounds more unique that way.
Tyler:Yeah. If it's like, out of school, like, I'm just going back. Like, I I had vision. Okay. When I'm gonna complete this program, I'm gonna work at Facebook or like or Apple, all the FANG companies.
Tyler:That was mine. It also could be an industry. So like if you're maybe it's like maybe it's it's close to heart, maybe it's personal, maybe like your family members, the health isn't doing so well. Like, you're you're going into UX because you wanna fix something in in health tech. Right.
Tyler:And that could be that could be an angle there. And and that's, like, probably the most honest angle, like and there's something there you can craft in the more kind of sympathetic angle to to show, like, why you're doing this thing, why you wanna jump into this specific vertical.
Nick:Yeah. That makes sense. No. For me, just, you know, just to make it a bit more practical also is when I graduated from school, I was, you know, very active in music, not to to make music, but, you know, making visuals and logos and for musicians and bands. And my very first website that I sold was for a local guitar player, and then the second one was for a band because that that band already saw my work for that first musician.
Nick:You know? So I was like, well, I want to be a UX designer now, maybe in music industry, if possible. And my second ever job was at a, you know, music tech startup. So that works. So it's it's gonna be just an interest you have or a hobby.
Tyler:You know? Yeah. It could be anything because, like, what I'm what I'm what I read or what I heard there is, like, I'm a u I'm a UX designer who can do anything, but there's nothing that you're narrowing in on. So it's like, I'm I'm I'm a UX designer who's good at x or y Yeah. Or interest in, like, the qualifier like, having the qualifier be just the skill set that you should have as a UX designer isn't that that should just be bullet points in your resume versus what you're what you're screaming in your hero.
Nick:Right. So when you when you read that same paragraph, you know, I deliver thoughtful designs, seamless solutions, and creative experiences built for impact. Not describing yeah. Exactly. You're not describing yourself.
Nick:You are describing the job. You know? Hello. I'm Tyler. I'm a police officer.
Nick:I catch bad guys. You know? Well, yeah. I mean, doesn't tell me how you do it, but it just tells me you're you are a police officer.
Tyler:Yes. And I don't care what your name is. I already know. Yeah. It's like like the funnel is like like you are you are most likely in your website not getting organic traffic.
Tyler:So it's not like someone googled, I need to hire a a product designer or UX designer. I I I see who's in the top 10 list of Google results and then I go, oh, this person's name is Tyler. He's a UX designer. The process is I you I submit my application or I reach out to a company to kind of get some work. They know who my name is.
Tyler:Yeah. They know who my name is, but just tell us what you do, what you're good at, what makes you different. No. And that's a good one because you're you're communicating scarcity. So like, you are you are being booked, but I have some free time later.
Tyler:Like, you can't book me now. But if you have some work in the near future, please reach out.
Nick:Yeah. Yeah. It felt like a trend at some time for everyone to have it on their websites, you know, once this little orange dots within text next to us. Like, two slots available in July. And then at that point, I was like, yeah.
Nick:Yeah. You're probably doing that just like you have these hotel websites with, you know, 17 people looking at the same Mhmm. I was like, yeah. Not sure if it's true, but maybe I know too much about those tactics as a designer myself to overthink on them.
Tyler:Yeah. If it's not unique yeah. That came about for the, like, the productized service. Like, I have Mhmm. Only these available slots.
Tyler:You probably have more than two slots if we're being transparent. And so you're hoping you get five, but communicate you only have two. Yeah. Of course. It's better to be oversubscribed.
Nick:Yeah. Yeah. I I don't think it's that productized service, you know, the the unlimited design request thing. Is that still a thing? Because I don't see anyone talk about it anymore.
Tyler:I think so. I I don't haven't heard about it in a in a while. I hear more, like, the typical like, the traditional agency outreach, that thing. Like, that typical, like, haven't seen the productized service outside of, like, the the champions who we all know.
Nick:Yeah. Yeah. Of course. It feels like we are moving back to the the good old days of retainers. That's what I'm doing.
Nick:I I I only ever sold one of those unlimited request things, and it's currently not active with that client anymore.
Tyler:Was that your hero or just, like, a service that you provided?
Nick:It it was one of the things. You know, when everyone was doing it, I wanted to do the same thing, you know, just because it felt like easy money also. You know? Because it it those unlimited services, it also felt like it was a bit shady, you know, because if you have them pay you $5,000 a month, then every two days, they can send you something. You know?
Nick:Mhmm. What you're hoping to do is that you can just knock something generic out in thirty minutes and then have, you know, 10 of those subscriptions at the same time. And then it's five hours of work, and you get $50,000 a month. You know? So I think it's very easy for people to abuse that kind of setup, and then that's just a disaster waiting to happen.
Nick:Now I was very honest. I don't want to to brag or anything, but now I am still working with that person that used to have a subscription with me. He just passed during the summer break. Yep. And then when he returned, he was like, you know, can I just, you know, also purchase or retain or some of your time in a different way?
Nick:And that was fine with me too. You know? I work with them today still. But for me, I think that that subscription stuff, it's it's ran its natural course when people found out, like, it it wasn't as magical as people claimed it was.
Tyler:No. Because there's a there's a the level of, like, the tactic or the it's called the business model works well, but, like, you have to exit. There's execution behind it. So, like, yes, you can have 10 clients and then assume that not all of them need you at the same time, but there's a level of there's a level of customer service that I think each client needs. And if it feels like a factory, you've just it feels very commoditized.
Tyler:Like, you've Yeah. You've then turned yourself into a commodity versus, like, the value in in which you kind of like, showing your value as like the the per like, the collaborator in that case.
Nick:Yeah.
Tyler:Just like, oh, I press start, I subscribe, some designs come out, and then you you get I feel like there's a disconnect between you and, like, the service you provide.
Nick:Yes. Yeah. I especially with that that big eye opener that you shared with me last episode about, like, all the underwater stuff, like, things you don't see or the designer still works on. You know, I think you're giving all of that away. You know, you just, you know, give me a landing page.
Nick:Give me a pricing page. Clean up this dashboard. You know, it's it's very you know, it's it's almost meaningless. And that's not really the type of design I want to work on anyway. You know, I just really want to build something for people just to make something better.
Nick:Yeah. Okay. But bit of a sidetrack there with, you know, with the the unlimited stuff. So that paragraph on the hero section that I mentioned in the beginning, it's quite short and then quite generic. But then I also found one that's very long, And this is from someone I worked with briefly.
Nick:I'm just I'm going to read the whole thing to you, annoying as it might User. Okay. If you're a digital designer with a background in art culture and AI from university name and the master's degree in digital design from university name. My expertise lays in UI and UX and developing a comprehensive research driven approach to design. My primary focus is user research, which guides my process in crafting intuitive, engaging interfaces.
Nick:I combine a sharp aesthetic sense with a strategic eye on user needs aiming to make complex interactions feel seamless and accessible. Outside of digital design, I'm currently following courses in data science and AI AI. I also work in styling, bringing a cohesive polished look to every project I take on. Period.
Tyler:Well, that that was a that was a mouthful. Yeah. And also, like, you read your entire CV to me. But there was something there was there was something in there that was unique, that was, like, buried in there. And it was, like, the there's something relevant to, the AI piece.
Tyler:It's like but they're they went to school for AI, which is interesting. Yeah. And I think there's an opportunity there to craft, like, to position that a bit better.
Nick:Yes. I think so. I think so.
Tyler:There's like Like like, position yourself as a like, was it like a was it like a bachelor's degree in die, potentially? Even better.
Nick:Yeah. Yeah. I think this feels like an outline, like a a foundation for an about me page. You know, I think the hero section should be one short paragraph, Max, not this whole thing. So I don't think it's wrong what's there, but it's maybe misplaced in the hero section.
Tyler:Yeah. Like, it it could maybe be like, it's definitely not gonna be an h one. It can maybe be a subtitle. You mentioned it with a master, like, something something with a master's in AI, which is which is much better than the typical AI native design. It's like there's there's a qualifier there, which is the the education piece.
Nick:Yes. You know, it turns out that this research driven approach to design, you know, at the end of paragraph two, that was the main thing. So we worked together on making that all look better. So we ended up with I turn complex data from multiple sources into a design people understand. Yeah.
Nick:I think that's, you know, compared to what we had in the for that first person where it's just the the job description, but nothing really personal. I think if you can say, like, I'm all about complex data. I'm making it understandable. Like, that's way more specific. I think many companies will be like, yeah.
Nick:I mean, we have all this data. Nobody gets this. You know, they can they can find the connection between I have this problem complexity and then here's this designer who can make like, I see the connection there, and that's something I would like to see in the hero section.
Tyler:Yeah. I think that one in that case, it's very I think it's warranted because the comp I've I've had personal like, I like complex stuff as well, but it seems like everyone everyone says that. But there's a way like, in this example, I think it works perfectly because they have that master's degree background where it's, like, it's assumed, and it there's a qual again, a qualification there. Like, I like complexity because I've I've I've had my background or in or my education is in this, and there's complexity into that. And that drives my my love for complexity, which is perfect for that Yeah.
Tyler:For that hero section.
Nick:Yeah. You know, it's it's a way in, I think. Like, if you have that problem of complex data and you are on that page and you see the first thing you see is someone claiming they can make your complex data understandable Yep. That two seconds time window that you have will probably extend to twenty or thirty seconds. So if you then, in the next section, follow it up with some, you know, good data visualization examples or maybe one or two paragraphs about, you know, proof for that claim that you made in the beginning Mhmm.
Nick:I think then it could work. You know? So it's it's it's just the first hurdle that you're surviving. You know? People didn't leave within two seconds.
Nick:Okay? But now they might leave in twenty seconds. So what are you what are you going to do next to make sure they stick even longer? Before we continue, if you're feeling stuck in your design career or if you feel like you're doing solid work while no one really notices, we've got a bunch of extra stuff on our website.
Tyler:We're building a community for product designers to actually learn, grow, and get hired, not just scroll and collect more inspiration.
Nick:There's also articles, checklists, and courses,
Tyler:all based on real world experience from both of us. No fluff, just what actually works.
Nick:Check out designtablepodcast.com. The link is in the description.
Tyler:Yeah. That's important. Because, like, that's like, your hero is basically the layup for, like, the slam dunk that you have to nail with, like, the work that you're gonna be showing. Like, that sets up, like, complex. Now prove it to me, like, to my other friend.
Tyler:Like, this is what I do. This is what I this is my differentiator. Now prove it to me in the work that I'm gonna about in your case studies or in your work section.
Nick:Yeah. I think so. And then around it, you you need a bit of, you know, your visuals and that kind of stuff. But I I mean, it should probably be simple and not overwhelming. Right?
Nick:Like, your hero section. Like, what would you put in there as support for the for the text, if anything?
Tyler:For, like, the subtitle, I'd probably put I'd probably put the read the h one again. Sorry. The or the newest one.
Nick:The the newest one is I turn complex data from multiple sources into design people understand.
Tyler:I would put, like, with a master's in compute not in AI or computer science or AI computer science.
Nick:Master's degree in digital design and art culture and AI from a certain university.
Tyler:Yeah. I would, like, lead with with a master's in the that with a master's in the AI thing, I tackle my problems with this my whatever superpower that is.
Nick:Right. I think I
Tyler:think that's important. Like, one, and then the qualifier is went to school for AI, which is the unique thing. And then Mhmm. My superpower is the I think it was the research part, which is which is a good which is a good ending to that subtitle because it's like AI, which in my head requires a lot of research. There's a lot of research studies that you have to do.
Tyler:And then it lends itself to, like, making sure that the research is done to a certain threshold, which then translate into, like, well crafted UX.
Nick:Yeah. I mean, that makes sense. It's way shorter than the four paragraphs currently on the website.
Tyler:Yes. Because people don't wanna read. They just wanna be give me the the cold notes.
Nick:Yeah. Let me show you one final example, including I think I also have the the better version that we came up with. And then just, you know, just to be not a silly person with only commentary about different people, I would also tell you my h one for my Dutch website, at least. Yep. Okay.
Nick:So here is comes I have it on my second screen. So this one starts with a question, which is kinda cool. But here we go. Okay. How can design tell powerful stories and drive meaningful change?
Nick:So that's the first bit. Nice. As a former communications professional turned designer, I'm curious about intuitive digital experiences that begin with questions like this. My background in media and communications has bridged the gap between design and strategy, facilitating transparent communication. This foundation empowers me to thrive in dynamic environments, combining adaptability and creativity to create meaningful design.
Nick:Let's make something remarkable together.
Tyler:That's really good. The the only notes I would have for that one is the curious line because it positioned you as like because it's like curious about x. I would be it's something about like, I'm an expert in x. Yeah. Because we're coming I'm hiring you because you're not hiring you because you're curious about a thing.
Tyler:I'm hiring you because you're really good at a thing. I think the the curious line lands a bit soft, and I think it's okay to be you're curious about about like, it's okay to be aggressive in terms of, like, I'm I'm really good at this thing. I'm an expert. That's why you should hire me kind of thing.
Nick:Yeah. I I want to say the same thing, but then there's also a similar situation where this person says this foundation empowers me to thrive in. You know? That I think that's soft too. Instead of this empowers me to thrive in, it should be I thrive in.
Nick:You know? It's not something that it empowers me. No. It's something I do and have done before. Yeah.
Nick:I think that's also way way stronger.
Tyler:Yeah. But you wanna sound like you're obsessed with it. Like and that obsession drives the quality of work that you deliver.
Nick:Yeah. Exactly. And then I like that that, you know, that little notch at the end. Let's make something remarkable together. I think that's really cool.
Nick:But then, you know, looking at the website, there's no call to action below it, which is then a missed opportunity. Yeah. Yeah. There is a contact button in the top right corner, you know, but then it's it's of equal hierarchy compared to all the other buttons. You know, it doesn't really stand out.
Nick:So I would probably put a button button below it. I also think it's a bit long, and then in the middle, it it feels very AI like, not in a good way. You know? An ambush? No ambushes.
Nick:I wouldn't allow it. I I I don't think I would I I don't think I would allow my my mentees to to use them. I don't care if it's AI generated or if that's something you write in Yeah. Already. Just when the mental model of your target audience is m dash, that's AI Yeah.
Nick:It doesn't matter where it came from. But if that's a negative thing thing in the mind of your users Mhmm. I wouldn't use it anymore, you know, because you want your users to see you in a positive way. Anyway, my background in media communications has bridged the gap between design and strategy, near it comes, comma, facilitating transparent communication. I think that a positive sentence structure, you know, does it doesn't tell me anything except three very long words.
Nick:You know? Facilitating transparent communication. Yeah. I don't know what that is. You should.
Tyler:Yeah. Yeah. There's a bridge there that he's like what was that last line?
Nick:Which last
Tyler:Bridge. Something about bridging.
Nick:Yeah. My background in media and communication has bridged the gap between design and strategy, comma, facilitating transparent communication. This foundation empowers me to thrive in dynamic environments combining adaptability and creative to create meaningful design.
Tyler:Yeah. The bridge AI. Yeah. And so I would shorten it, and then also I would do I wouldn't use bridge. That sounds soft as well.
Tyler:It's like allows me to bridge or just allows me to ex like, something more aggressive. Yeah. Like, something more actionable. Like, bridging just sounds like I'm bringing things together. Something that you allows me to execute better on why.
Nick:Yeah. Yeah. True. You know, and and I say AI generated, and, I mean, it's it's it's more accepted now today. But what I actually meant is it sounds very corporate like, you know, big words, not saying anything really.
Nick:Let's see if I can find the the thing we ended up on. I had an extreme one. Oh. So the extreme one was just two lines because this person is all about, like, the communication background and then turned into design. So marketing becomes design.
Nick:The thing I suggested was I am okay. So I know you don't like the word I am, name, a communications professional turned product designer. Through design, I help target audience tell a visual story customers fall in love with.
Tyler:Love it. I love to fall in love with.
Nick:Yeah. I mean, it's pretty cool. Right? It's it's yeah. I think
Tyler:No notes on that one. That was perfect.
Nick:It's it's not super specific still, you know, but it's also it's also makes you wonder what it means. And it's also something you want. You know, I want my customers to fall in love with the thing I offer.
Tyler:So I think that really changes people to As a founder, you like, you you that's what you carry. Like, I want my I'm I'm I'm impassioned about this x vertical. I and I'm building this product that I'm really passionate about. I want them like, that language that I and fall in love with is is what they probably feel as well. 100%.
Nick:Nice. Yeah. You know, so as you can see, you know, there's a lot of it's almost like you are an artist. You know, it's it's it's getting a creating a fantastic and strong and, you know, hero section, I think, is really it takes weeks to get it right. And it's probably never finished.
Nick:You know? So don't don't have it generated. Don't make it generic. You know, you take your time and and look at it with fresh eyes the next day and spend time on it. So I think it's really important.
Tyler:Maybe one last one. I would love your critique on my heroes to this last week. Mine is not I've mine is not necessarily a portfolio. I'm not looking for a job nor will I pass this point. This is more of like a like my offerings or personal brand.
Tyler:So eyebrow title currently working in b to b SaaS. Each one, designers who understand business will win the next decade. Then I help product designers think beyond the mock up. Prototype is the right thing, and I and explain why the work actually matters. Pretty work gets compliments.
Tyler:Useful work gets renewed.
Nick:Can you say that first sentence of the h one again?
Tyler:Designers who understand business will win the next decade.
Nick:I think that's a very strong opener. Like, I'm you know, I'm not seeing the design, but just look thinking about the text, I would probably make that the most standout part of the hero section. Because looking at the design community, I see so many people struggle, you know, not finding a job or just being annoyed by the job they currently have. And when I read that sentence, I'm like, yes. I want to win the next decade too if I have some sort of job security for the next ten years even with all the AI fuss that's going about, you know, that's something that I want.
Nick:Let's keep reading. You know? So I I think that's a very strong opener.
Tyler:Alright. And then it follows with, I help product designers think beyond the mock up, prototype the right thing, and explain why the work actually matters.
Nick:I'm curious what help means. So you you gave a few examples, I think, if I understand correctly, of, you know, the the situations people are in. You know, I help them. You know, we go beyond the mock up. And at that moment, I'm like, what does help mean?
Nick:Am I are you a coach, or do you have products?
Tyler:Yeah. It would be it would in this case, would be products or, like, live, like, live sessions. Workshops.
Nick:Yeah. Yeah. You have one coming up. Right?
Tyler:I had one just past, actually.
Nick:Okay. Okay. Okay. Nice. Nice.
Nick:Yeah. Yeah. So so I'm I'm I'm curious about the help part, what that means. But that's, you know, like that second example, like, you have such a strong starting point where the curiosity makes people stick a bit longer. So if then people scroll, you know, they are if your opener was weak, they would be like, yeah.
Nick:Yeah. Yeah. This is fake. I don't get it. Bye.
Nick:But now because of the strong opener, they're like, oh, I'm curious what that helping means. That scrolling, assume later on on the page, you introduce yourself. You know, hey. I'm Tyler. I have over a decade of experience, and this is what I'm doing, and here's how I'm helping you.
Nick:You know? So yeah. That that's that's what I think.
Tyler:Yeah. I think help might be a bit weak there. I was just trying to qualify who I'm speaking to. So like Yeah. My target audience is product designers.
Tyler:Help is probably what I yeah. I probably would have to wanna update that after the h one.
Nick:Yeah. Yeah. But I think that that h one, that first sentence is really cool. It's very bold statements. Just like that, you know, tell official story customer falls in love with.
Nick:As a business owner, I'm like, yes. That's what I want. And then the same thing, but from a designer's perspective, really happens in your first sentence there. You know, that deck beginning that decade, that's what I want as a designer. So, yeah, I think that's really cool.
Nick:Mine is very boring on my Dutch website. I just have a line along the lines of I'm a design partner, which is the partner stuff is very generic, but I'm a design partner for nontechnical SMEs. You know? So small, medium enterprise.
Tyler:Oh, nice. You know? So I like the qualifier.
Nick:Yeah. People you know? So some people I work with are they are just nontechnical. They don't know. They don't care.
Nick:They are as confused as we are about, you know, all the developments. They just want to not bother with all this stuff. And then they get me as someone who's, you know, fairly technical. It's been in design for a long time and is, you know, like yourself, a business thinker. So I don't sadly, I don't really have this really strong h one line that makes people go like, oh, I want this.
Nick:I'm more about, you know, helping the nontechnical person. On my Dutch website, that is.
Tyler:Well, just speak to the audience that you're trying to recruit, though.
Nick:Yeah.
Tyler:Like, I like the non tech the non technical paired with, I say, like, small medium business. Like, it shows that that's what you're special like, it's your niche, which is great.
Nick:Yeah. Yeah. It is. Yeah. Yeah.
Nick:Fairy down to earth. Alright. Well, that's everything I had on my mind, and all. Yeah. I wanted to thank you for your feedback, but you're not a not a client, so I'm not going to do it.
Nick:Alright.
Tyler:That's another episode in the bag.
Nick:Yeah. Great episode. By the way, if you're stuck second guessing your work or trying to figure out your next move, drop a question in the comments or leave a review. We might actually feature you in one of our future episodes.
Tyler:And if you got any value from this episode, hit subscribe wherever you're listening. It helps more than you think.
Nick:You can can find everything else, resources, articles, and more at designtablepodcast.com.
Tyler:Thanks for being here.
Nick:See you next
Tyler:time.