Let Your GTM Person Ship
How much traffic are you burning on an outdated landing page right now?
Let your GTM team update the landing page without filing tickets, pinging Slack, or waiting for sprints. Engineering / Design should own the site, but small changes shouldn't take a village.
The cost of slow updates
I’ve been in teams where every landing page tweak required crawling through process. It’s exhausting. You skip small improvements because they’re not worth the hassle. You batch changes and lose signal on what actually worked.
Meanwhile, stale messaging burns traffic every day.
Your landing page should be the asset you touch most often while finding product-market fit.
Run experiments constantly
I A/B test our landing page with PostHog. If you have the traffic, do it. If not, just iterate based on qualitative feedback.
At a minimum, make it dead simple for anyone to add forms for:
Feedback collection
Feature requests
Waitlist signups
User research
Pipe responses into Slack or Discord where the team will see them.
I even moved our Community Picks page to Val Town as editable JSON - anyone on the team can update it and changes go live instantly. Same with our newsletter form. Changes publish right away.
Steal what works
You don’t have to reinvent the wheel. Competitors (and products you love) are free research.
Some go-to tricks:
Study the hero section. What’s above the fold? What are they betting on?
Check Wayback Machine. Which headlines stuck around?
Click their ads. They're paying to show you their best messaging. (I screenshot all of them)
You’ll see failed experiments without running them yourself. Their wins won’t guarantee yours, but you’ll build intuition fast!
Focus your effort
Not everything deserves equal attention.
Obsess over:
Headlines and hero copy
Value propositions
Your story
But I've copied the cleanest footer I've seen and moved on. Same with pricing pages, unless pricing is your differentiator.
Save your time for experiments that move metrics!