Options 1–6 test layout; 7–11 test treatment. Eleven versions of the same hero. The words are identical and verbatim in every one — headline,
subhead, supporting line and both CTAs are exactly as written in AISV's brand story, HERO SECTION.
Nothing here proposes copy. What changes is structure: what carries the screen, what sits beside the
headline, and what the visitor can see before scrolling. The header is the real one, so each hero is
judged as a first screen rather than in isolation.
The dashed red line marks roughly where a 1440×900 laptop cuts off. Anything below it is a
scroll. Hover the nav in any option — the mega panels work here too.
1Typographic leftThe control — the current home-A-v1 hero. Headline carries the screen; nothing competes with it.
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2Split with imageHeadline and CTAs left, a portrait image block right. Gives the eye something to land on without adding a word. Non-people imagery only — the photo policy rules out stock people.
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Image placeholder · 4:5 · non-people
3Centred editorialCentred, narrow measure, gold hairline above. The supporting line is dropped — testing whether the third sentence was doing any work at all.
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4Hero + the questionsCompact hero, then the brand story's own “You may be wondering” questions pulled up onto the first screen. This is the pain-first argument made structural rather than editorial.
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You may be wondering
Are our employment documents current and complete?
Are our client contracts protecting us?
What happens if a client does not pay?
Are we prepared for AI, privacy, or cybersecurity risks?
5Hero + the three stepsCompact hero, then Assess · Prioritize · Protect and Grow from the brand story's Plan. Answers “what actually happens if I click” before the visitor has to scroll for it.
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1
Assess
Take the Business Legal Health Assessment to identify gaps, risks, and areas that may need attention.
2
Prioritize
Meet with Equinox to understand which legal needs are most important and develop a practical plan for addressing them.
3
Protect and Grow
Build ongoing legal support into the business so contracts, HR documentation, terms and conditions, and emerging risks are managed proactively.
6Teal groundThe hero as a full-bleed brand block. Most confident, most different from the current site, and the one that most tests “elevated” against “busy”.
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Treatment — 7 to 11
Same six sentences again, now testing whether a subtle treatment can carry the screen
instead of size alone: a tinted panel with a radius, a structural hairline system, a low-contrast pattern
field, a duotone split, and a single accent inside the headline. One accent colour throughout — gold.
Teal is structural, not an accent, per the provisional design system.
Where these brush the fence.design-direction.md bars “decorative dividers”,
“gradient overlays on photos” and “more than one accent colour per screen” as part of the busy-and-dated
problem the client named. None of these five uses an ornament, a gradient or a second accent — option 8's
rules are structural (they hold the measure and open and close the block), which is a different thing
from a divider dropped in to fill space. Option 9 is the one to judge hardest: a pattern field is the
closest any of this gets to “busy”, and it is here to be rejected on sight if it reads that way.
7Tinted panel, roundedThe hero sits on a LAW #FFFAEB panel — the brand’s own warm near-white with a 14px radius, white page around it. Colour and roundness carry the shape — no ornament, no divider.
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8Hairline systemA 1px rule system used structurally: a rule opening the block, one closing it, and a vertical hairline holding the measure. Lines as architecture, not decoration — the brief bars decorative dividers, which is a different thing.
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9Pattern fieldA very low-contrast diagonal hairline texture behind the hero — pattern as ground, not as graphic. This is the option closest to the “busy” the client named, so it is the one to judge hardest.
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10Duotone splitWhite left, a deep teal block bleeding off the right edge. Mixes the two brand colours as blocks of ground rather than as accents, and gives the CTA pair a field of its own.
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11Accented headlineEverything quiet except one move: a gold highlight sitting behind the promise in the headline. The accent does the work instead of a panel, a line or a pattern.
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12Brand gradient groundThe kit's own blue radial gradient, rebuilt in CSS. The brand guide names gradients as brand elements (“BLUE GRADIENTS / STRATEGIC ADVANTAGE”) and asks for the logo on “white or bright brand gradient backgrounds”. With people photography ruled out by the client, this is the brand's own answer to a hero that would otherwise be type alone — and it is free to serve.
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