A data engineer evaluating workflow orchestration tools lands on "Automation for the context era" and has to read through open-source framework cards, a dual-platform section, and four testimonials spanning fintech trading desks and AI infrastructure before understanding what Prefect actually does for them specifically. The hero's tagline ("context era") is a category claim that requires the visitor to already know what Prefect is building toward — it doesn't name the problem the buyer came with. The move is to pick the primary buyer this page is built to convert (the data engineer or MLOps team evaluating Airflow or Dagster alternatives is the larger, more established segment) and build the hero around their specific situation, then introduce Horizon as a second capability further down the page, not as a co-equal product in the first scroll.

A visitor who arrived from a search like "workflow orchestration Python" or "Airflow alternative" reads a headline about "the context era," a subheadline listing two products, and then a button labeled with a brand name. None of those three elements tell them what happens when they click, what they'll see, or why now. The Endpoint testimonial — "73.78% reduction in invoice costs alone, switching from Astronomer" — is the single most conversion-relevant sentence on the page because it names a competitor, names a specific outcome, and names a real switching scenario; that sentence is buried in the testimonial strip below the fold. Pull the Astronomer-to-Prefect switching claim into the hero or directly beneath it, and change the CTA to name the action ("Start free" or "Try Prefect Cloud free") rather than the product.