A visitor forms a judgement about your product long before they read a word of it. Motion, contrast, and the honesty of the first screen do most of the work.
We spend a disproportionate amount of our build time on the opening sequence of a site, and it is never wasted. The hero is not decoration — it is the argument.
What we look for: does the page load into something that already makes sense? Does the first interaction reward the person for trying it? Does the type read at arm’s length on a phone? If any of those fail, nothing further down the page will rescue it.