Launch without the cringe.

A launch needs a spine: offer, proof, and a sentence people can repeat. Landing pages are not posters. They’re arguments. Every block should earn the next click — or get cut.

What moved the needle last launch

• 4.8% — visitor → demo (vs 2.1% prior)
• −36% — bounce on hero (after copy cut)
• 11 — blocks → 6 (same conversion+)

Page argument map

Track the argument, not vanity

// funnel.ts
type LaunchEvent =
  | { name: "hero_cta"; variant: "primary" | "secondary" }
  | { name: "proof_expand"; section: string }
  | { name: "demo_booked"; source: "landing" | "nav" };

export function scoreLaunch(events: LaunchEvent[]) {
  const demos = events.filter((e) => e.name === "demo_booked").length;
  const ctas = events.filter((e) => e.name === "hero_cta").length;
  return {
    ctaToDemo: ctas === 0 ? 0 : demos / ctas,
    // Ignore scroll depth theatre. Care about booked conversations.
  };
}

Sustainable voice beats a loud week. If you wouldn’t say it on a Tuesday call, don’t put it on the hero.