When a landing page beats your homepage

If paid or outbound traffic hits your homepage, visitors inherit every nav item, every slogan, and every job link you’ve ever published. A landing page strips the choice down to the promise you made in the ad or email—and the proof that supports it.

Start with one persona and one outcome: demo booked, guide downloaded, or waitlist joined. Match the headline to the referring copy, keep forms rude-short, and route UTMs so you know which creative earned the click. Iterate on social proof before you chase novelty layouts.