Landing hero: headline says WHAT it is, subline says HOW, never restate the thesis twice

For a product landing hero, clarity beats cleverness (backed by NN/g and most CRO guides). Rules that hold up: (1) the headline must describe what the product actually does so a stranger gets it in the first few words; a poetic slogan that only makes sense once you know the product makes people bounce. (2) The subline has a DIFFERENT job: explain how it works / why the claim is believable. It must complement, not repeat. (3) The most common self-inflicted failure is two aphorisms restating the same thesis (e.g. headline and footer saying the same idea reworded) which feels like repetition, not information. Fix: one clear benefit line + one explanatory line + cut anything that just re-says it. Also: a decorative label (FIG. 1, eyebrow) only earns its place if it carries real info.