One hero. One claim. 🎯 The main image gets about a thumbnail's worth of attenti
By Jaspinall · October 31, 2026 · Curated by George's Blog
One hero. One claim.
🎯
The main image gets about a thumbnail's worth of attention.
Two claims at that size means zero claims anyone can read.
On today's call we went hero by hero and asked one question: what's the one thing that makes this product different?
The answer is usually one of these:
→ capacity
→ weight limit
→ temperature range
→ number of modes
→ color options
Pick one. The one the search page shows nobody else owns.
Then put it somewhere that reads as part of the product: printed on the box, or on a clean label next to it.
Then run the thumbnail test.
Shrink the hero to the size it shows on a phone search page.
⤷ Can you read the claim? Keep it.
⤷ Can't read it? Make it bigger or delete it.
No middle ground. Text you can't read at thumbnail size does nothing for CTR and makes the image look busy.
Where to put it so it doesn't fight the product:
→ on the box behind the product
→ on a clean label or tag next to it
→ never floating over the product itself
Keep the claim short. A number and a unit beats a sentence. "Holds X lb" reads at thumbnail size. "Engineered for heavy-duty everyday use" doesn't.
What changes for an operator: you stop fighting the creative team over which 4 features go on the hero. One goes on the hero. The other 3 go in the stack, one per image.
The risk is picking the claim the brand loves instead of the one buyers compare on. Pull it from the search page and the reviews, not the spec sheet.
If you can't read it on a phone, it isn't there.
Do this: open your top 3 heroes on your phone at search-page size and delete every line you have to squint at.