If you're a product-led growth startup, your homepage is not the place to talk about everything you do.

It needs to be 100% focused on converting your ICP.

If your product is more horizontal (multiple personas and use cases), you still need to create messaging for each of those segments.

...they just don't go on the homepage.

1. Use Case-Based Pages

• use these to talk about the different ways your product can be used
• direct people to these pages when running specific use case-based campaigns

2. Persona-Based Pages

• use these when targeting specific teams
• for example, when you go on a podcast primarily for sales leaders, direct people to the sales-focused solution page

3. Enterprise Page

• this is where you make the case that an entire company should adopt your product
• include the higher-level value propositions of how your product impacts metrics that executives would care about
• large companies have been trained to go to the enterprise page to find information they need (rather than just relying on the homepage)
• Example: Asana, Airtable, Loom, etc. all have enterprise pages

4. Homepage

• If you're PLG, this is by far your most important page
• This is where the vast majority of your conversions will come from
• The most important goal here is to REDUCE FRICTION
• Pick your most important ICP and make them FLY through the page

Look at Figma’s homepage. 

It's 100% clear it's a product primarily for designers (even though lots of other teams will use it).