Design for the journey customers actually take.

Most customers don't come in through the front door. They land on a product page from a search, an ad or an AI answer, and plenty of them will never see your homepage at all. Yet when I look at where design time and budget go, the homepage still tends to get the lion's share.

Start where they land

Here's what I'd do. Pull your top 20 landing pages and open each one on your phone, as if you were a stranger who'd never heard of you, and ask yourself whether you can tell what it is, what it costs and what to do next within five seconds.

The pages that fail that test are the ones to fix first, because they're doing more selling than any campaign you'll run this year.