Tofu Paid Me to Roast Their Homepage (Here’s What I Told Them)

1. First, Let’s Set the Stage: Homepage ≠ Landing Page

Tofu’s page isn’t a paid ad landing page.
It’s a homepage — which means:

• Broader audience
  
• More navigation paths
  
• Multiple entry points depending on role and intent
  

So we’re not aiming for hyper-focus here.
We’re treating it like a choose-your-own-adventure — but that doesn’t mean we skip clarity or intent.

2. Visuals: Clear, Purposeful, and Easy on the Eyes

Tofu uses illustrations well — especially for technical concepts.
They load fast. They explain, not distract.

And when it’s time to show product?
The screenshots are big and readable.

No magnifying glass required.
(Yes, I’ve squinted through more than one “product preview” in my time.)

3. Language: Clear, But Room for More Context

The copy avoids jargon. That’s a win.

But the hero subhead? It reads like a checklist:

“1:1 ABM, personalized nurture, outbound prospecting…”

A better approach?

“Tofu helps B2B marketing teams run personalized campaigns across email, ads, and landing pages, using your brand’s messaging and audience data.”

Be specific. Be contextual.
More helpful > more concise.

4. CTAs: Focus Wins

Multiple CTAs on a homepage? Totally fine.

But you only need two core types:

• A hard ask (“Book a Demo”)
  
• A soft ask (“Learn More” or “See It in Action”)
  

If two buttons lead to the same place, name them the same.
Avoid unnecessary choices. Decision fatigue is real.

5. ICP: Make It Obvious

It’s clear this is for marketers… eventually.
But you shouldn’t make visitors decode the ICP.

Call it out early — above the logo garden or even in the headline.
Reinforce it throughout the copy.

Buyers self-qualify quickly. Help them.

6. Primary Capability: Too Broad

Headline says:

“One platform for every marketing workflow.”

Which… could mean anything.
And when you try to say everything, you end up saying nothing.

Stronger option:

• “ABM is just the beginning.”
  
• “Your full-funnel ABM engine — plus more.”
  

Lead with a clear, powerful use case.
Then expand from there.

7. Tabbed Content Blocks: Just Say No

I’ve tested tabbed sections with clients.
One had over 2,000 sessions.

Zero clicks on the tabs.

Nobody clicks them. It hides the content.
Bring the content out into the open.
Build for consumption, not clever layouts.

8. Testimonials: A Small But Smart Win

Tofu doesn’t auto-scroll the testimonial section.

That might seem minor, but it matters:

• Lets users engage at their own pace
  
• Lets you gather better click data
  
• Doesn’t feel like you’re forcing the message
  

Let people control their experience. It pays off.

9. Final CTA Block: Streamline It

Make a single ask.
List the next 2–3 steps.

“Step 1: Pick a time
Step 2: We’ll tailor the demo
Step 3: Decide if Tofu fits your stack”

Simple. Clear. Lower friction.

10. Don’t Skip the FAQ

FAQs are prime sales enablement real estate.

They let you handle objections before the buyer hits your sales team.
Use actual questions from sales calls.
Write real answers — not PR fluff.

Trust me. You need this section.

Final Verdict

Tofu didn’t fu the homepage.
We’re at 8/10 — just a few high-impact fixes away from chef’s kiss.

Clear product. Solid visuals. Smart design choices.
Tighten up the messaging. Clarify the ICP. Expand some content.

And if they do that?

This page goes from good to great.

Want your homepage roasted (with love)?
I’ve done these for clients and for fun. Just say the word.