Growth & Strategy
Personas
SaaS & Startup
Time to ROI
Medium-term (3-6 months)
For years, I was the architect of what I now call "digital ghost towns." I'd spend weeks crafting pixel-perfect websites—brand-aligned, modern, conversion-optimized. Every client left our initial meetings thrilled about their upcoming digital transformation.
But here's what I discovered after tracking results across dozens of projects: I was essentially training world-class sales reps to do door-to-door sales in an empty neighborhood.
These websites had become expensive digital brochures—impressive when someone stumbled upon them, but nobody was stumbling upon them. The harsh reality hit me hard: without traffic, even the world's best-converting website converts zero.
This realization forced me to completely rethink how I approach funnel entry points. Instead of building beautiful homepages that nobody finds, I started creating multiple strategic entry points designed around how people actually search and discover solutions.
Here's what you'll learn from my painful transition from design-first to distribution-first thinking:
Why treating every page as a potential front door changed everything
The programmatic SEO system that generated 20,000+ indexed pages
How I turned collection pages into personalized lead magnets
The counter-intuitive homepage strategy that doubled conversion rates
Why most SaaS landing pages fail before they even load
Conventional Wisdom
What everyone's building (and why it's broken)
Walk into any marketing meeting and you'll hear the same gospel: "Build a killer homepage, optimize for conversions, and drive traffic to it." The typical funnel entry strategy looks like this:
Homepage as the front door - Everything funnels through one main entry point
Hero section optimization - Perfect the above-the-fold experience
Linear user journey - Guide visitors through a predetermined path
Conversion rate optimization - A/B test buttons, headlines, and layouts
Paid traffic focus - Throw money at ads to drive qualified visitors
This approach exists because it feels logical and controllable. You have one page to perfect, one conversion path to optimize, and clear metrics to track. Most agencies and consultants love this model because it's easy to scope, measure, and deliver.
The fundamental flaw? This thinking assumes people find you the way you want them to find you. In reality, modern buyers don't start their journey on your homepage. They discover solutions through search queries, social content, referrals, and countless other micro-moments across multiple touchpoints.
When you build a single entry point, you're essentially betting your entire acquisition strategy on one door while your potential customers are looking for 100 different doors. It's like opening a restaurant with one entrance on a back alley and wondering why foot traffic is low.
Consider me as your business complice.
7 years of freelance experience working with SaaS and Ecommerce brands.
My wake-up call came when I analyzed traffic patterns across my client portfolio. A painful pattern emerged: beautiful websites with impressive bounce rates and zero organic growth. I was building museums, not businesses.
The breaking point was a B2C Shopify project with over 1,000 products. Despite a stunning design and optimized product pages, their conversion rate was bleeding. The data told a brutal story: visitors were using the homepage as nothing more than a doorway, immediately clicking to "All Products," then getting lost in endless scroll.
Traditional wisdom said to improve the homepage hero section and add more featured products. I tried that first—better imagery, clearer value props, social proof placement. Results were marginally better, but we were still swimming in the same red ocean as every other e-commerce site.
That's when I made an uncomfortable realization: I was treating websites like physical stores when they should function more like entire shopping districts. In a physical store, you control the entry point. Online, every page is a potential front door.
Around the same time, I was working with a B2B SaaS client who had similar traffic challenges. Their beautifully designed website was getting decent traffic, but almost all conversions were marked as "direct" in analytics. After digging deeper, I discovered the truth: most quality leads were actually coming from the founder's personal LinkedIn content, then typing the URL directly when ready to buy.
The "direct" traffic wasn't direct at all—it was the result of a longer relationship-building process happening on a completely different platform. This insight shattered my assumptions about how modern funnels actually work.
Here's my playbook
What I ended up doing and the results.
Instead of continuing to polish that single front door, I completely restructured how I think about entry points. The breakthrough came from treating every page as an independent landing page designed for specific search intents and user contexts.
The Multi-Entry Point System:
For the e-commerce client with 1,000+ products, I implemented what I call the "shopping district" approach. Instead of funneling everyone through the homepage, I created multiple strategic entry points:
Programmatic SEO at Scale: I built an AI workflow that generated unique content for each product and collection page across 8 languages. This wasn't just translation—each page was optimized for specific search intents and local markets. The result: over 20,000 pages indexed by Google.
Collection Pages as Lead Magnets: Each of the 200+ collection pages got its own tailored lead magnet with personalized email sequences. Instead of generic "10% off" popups, visitors browsing vintage leather bags received content specifically about leather care, while minimalist wallet browsers got organization tips.
Homepage Reconstruction: This was the most counterintuitive change. I killed the traditional homepage structure entirely—no hero banner, no featured products sections, no "Our Collections" blocks. Instead, I turned the homepage into the catalog itself, displaying 48 products directly with only a testimonials section below.
For the B2B SaaS client, I applied a different version of the same principle:
Use-Case Pages with Embedded Templates: Instead of describing use cases, I embedded actual product templates directly into pages. Visitors could click once and instantly try pre-made templates without signing up initially.
Integration Pages Without Native Integrations: I created programmatic integration pages for popular tools, even when no native integration existed. Each page included manual setup instructions, webhook configs, and custom scripts.
Content-Product Fusion: The most effective pages weren't traditional marketing pages—they delivered immediate product value while capturing search intent.
The key insight: Stop thinking about a website as a single destination and start thinking about it as a network of specialized entry points, each designed to capture specific search intents and user contexts.
Traffic Sources
Direct traffic often isn't direct—track the real customer journey across platforms and touchpoints
AI Workflows
Programmatic content generation enabled 20,000+ pages at scale while maintaining quality through custom prompts
Homepage Rebellion
Turning the homepage into a product catalog outperformed traditional structures for complex catalogs
Entry Point Math
Multiple targeted entry points consistently outperform single optimized homepage funnels
The results spoke louder than any conversion optimization playbook:
E-commerce Project: The homepage reclaimed its position as both the most viewed AND most used page. Conversion rate doubled from the previous benchmark. More importantly, we eliminated an entire step from the customer journey by turning the homepage into the product discovery page.
B2B SaaS Project: The programmatic approach allowed us to launch hundreds of valuable pages in the time it would have taken to create dozens manually. Each use-case page became a direct conversion driver rather than just a top-of-funnel asset.
Traffic Growth: The AI-powered SEO workflow transformed a struggling site from under 500 monthly visitors to over 5,000 in three months. But the quality was the real victory—these weren't just any visitors, they were people finding exactly what they searched for.
The shift in thinking was profound: instead of optimizing one perfect entry point, I was creating dozens of relevant entry points. Each page addressed specific search intent and provided immediate value rather than trying to funnel everyone through the same experience.
What I've learned and the mistakes I've made.
Sharing so you don't make them.
Here are the key insights that transformed how I approach funnel entry strategy:
Every page is a potential front door: Stop designing for the homepage-first user journey. Most visitors will never see your homepage.
Search intent trumps brand messaging: People don't search for your company—they search for solutions to specific problems.
Distribution beats perfection: 100 good entry points outperform one perfect homepage.
Context matters more than conversion: A page that delivers immediate value in the right context converts better than a generically optimized page.
AI enables scale: Use AI for content generation, but combine it with deep industry knowledge and clear processes.
Counter-intuitive often works: Challenge industry best practices when they don't match your specific context.
Measure what matters: Focus on engaged traffic and conversion quality, not just total visitors or homepage optimization metrics.
The biggest lesson: Your website should be a marketing laboratory, not a digital brochure. The companies winning online aren't the ones with the prettiest homepages—they're the ones with the most strategic entry points.
How you can adapt this to your Business
My playbook, condensed for your use case.
For your SaaS / Startup
For SaaS startups implementing this approach:
Create use-case pages with embedded product demos
Build integration guides for popular tools (even without native integrations)
Develop comparison pages positioning against competitors
Focus on problem-specific landing pages rather than feature showcases
For your Ecommerce store
For e-commerce stores implementing this strategy:
Transform collection pages into specialized entry points with unique value props
Create buying guides that naturally lead to product discovery
Consider product catalog integration directly on homepage for large inventories
Develop category-specific lead magnets and email sequences