# Landing page teardown: what Linear and Vercel get right > Two widely copied developer-tool homepages, read as a list of decisions: one message, product as hero image, dark restraint, and proof placed right after the promise. Blog post: Linear's and Vercel's homepages are among the most imitated in software. Copying their gradients misses the point; what is worth copying is a set of decisions you can see by reading the pages carefully. Screenshots below were captured on 14 October 2026; both sites change often. ## Decisions worth stealing - **One sentence of positioning** in the hero, large, with a short supporting line. No feature list above the fold. - **The product is the hero image.** Real UI (or a faithful render of it) instead of an illustration, so the visitor sees what they would use. - **Restraint in colour.** Mostly neutral surfaces; accent colour reserved for action and emphasis. - **Proof straight after the promise:** customer logos or concrete product capabilities right below the hero. - **Sections with one idea each,** each with a short heading and a visual that demonstrates it. ## What not to copy - Their brand recognition: a minimal hero works when people already know the name; a new product may need a more explicit line. - Heavy custom motion and 3D renders that took dedicated teams; a static, sharp product shot beats a mediocre animation. ## Checklist for your page Can a stranger say what you sell after five seconds? Is the first image your actual product? Is there exactly one primary CTA? Does every section prove one claim? If yes, the gradient is optional. ## References - [Linear homepage](https://linear.app/) — Linear - [Vercel homepage](https://vercel.com/) — Vercel - [The 5-second test](https://www.nngroup.com/articles/first-impressions-human-automaticity/) — Nielsen Norman Group - [Landing page design best practices](https://www.nngroup.com/articles/homepage-design-principles/) — Nielsen Norman Group