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Karri Saarinen explains that a startup’s brand and website should reflect its stage and speak clearly to its earliest target users. Linear’s first site used specific language, a simple product preview, and a waitlist to build interest without implying the product was more mature than it was. As a company grows, the homepage should evolve while staying focused: explain enough to orient visitors, then let other pages cover details. Reviewing startup websites, Saarinen emphasizes clear copy, purposeful motion, readable design, trust, and choosing a specific customer need to stand out.