The homepage that walks you through a realization

TL;DR

PostHog avoids using existing category names because they either pigeonhole a more complex product or confuse buyers. Instead of just explaining what they do, their homepage walks buyers through a guided realization.

It starts with intentional category ambiguity backed by trust signals, aka big customer logos. Then, it challenges buyers’ current approach by revealing what’s not working. Finally, it leads them to conclude that they need a full-fledged infrastructure, instead of just product analytics.

The rest of the homepage removes friction and reinforces alignment so the main insight can stick.

What makes PostHog’s homepage stand out

PostHog has a positioning problem: they do more than product analytics. They have session replay, feature flags, A/B testing, data warehousing, and more. But there’s no existing category name that captures everything their product does.

If they call themselves a “product analytics tool,” buyers will compare them to Mixpanel and Amplitude, and miss everything else they offer. If they lead with “product data infrastructure” or “product OS,” buyers won’t understand what that means. The category doesn’t exist yet in buyers’ minds.

So they do neither.

Instead, PostHog uses their homepage to avoid being pigeonholed and walks buyers through a realization. Here’s the narrative arc they build, section by section:

Act 1. Create category confusion (intentionally)

The hero says “dev tools for product engineers.” Not analytics, not platform, not infrastructure. Just “dev tools.”

Then section 2 shows you a file system full of capabilities: session replay, feature flags, A/B testing, data warehouse, product analytics. They’re organized by company stage (Startup, Growth, Scale), not by category. You can explore them like folders.

The implicit message: “This isn’t one thing. What you need depends on where you are.” Buyers start thinking: “Wait, what IS this?”

Act 2. Build credibility while maintaining ambiguity

Section 3 shows customer logos with self-aware transparency: “Yes they actually use us, no it’s not just random engineer who tried us out 2+ years ago.”

They acknowledge the skepticism. They know you don’t trust social proof. They’re in on the joke with you. But they still haven’t told you what category they’re in.

Act 3. Challenge your current approach (the flip)

By section 4, you’ve seen enough breadth to know this isn’t a simple tool. That’s when they make their move:

“When you’re analyzing how customers use your product, you should be operating from the full set of data. This includes customer information that happens outside your product: payments from Stripe, exceptions in an error tracking tool, tickets in your support platform.”

The word “should” implies: you’re probably not doing this right now.

They’re not saying “we’re better analytics.” They’re saying “your current analytics only see in-product behavior. You’re making decisions on incomplete data.”

PostHog challenges the status quo by naming what’s missing, while showing the consequence. This is the narrative flip. This homepage part aims to shift buyers’ belief:

• From: “I need better analytics on user behavior.”
• To: “I need to connect ALL my customer data to make good product decisions.”

They don’t force an old or new category. They’re simply revealing the reality buyers experience.

Act 4. Let you arrive to the conclusion yourself

PostHog’s homepage doesn’t say: “We’re product data infrastructure.” But it shows:

• The breadth (the tools it provides)
• The problem (incomplete data)
• The implication (you need to connect everything)

And you realize: “Oh. I don’t need another analytics dashboard. I need infrastructure.”

Why does this work?

If PostHog led with “We’re product data infrastructure” in the hero, you’d be confused. What does that even mean? Instead, they use narrative sequencing to walk you through a realization:

• Confusion: what is this?
• Exploration: it’s more than one thing
• Challenge: my current approach is incomplete
• Realization: I need infrastructure, not just an analytics dashboard

By the time you understand what they are, you’ve already experienced why you need them. But the flip, can’t complete if buyers have doubts and frictions.

That’s why the rest of the homepage removes blockers and reinforces alignment:

• The Pricing section removes fear. You can’t flip someone’s mental model if they’re worried about budget explosion. “We aim to be the cheapest option at scale” kills the switching cost objection.

• The AI section prevents doubts. If PostHog ignored AI, buyers might think they’re outdated. Instead: “We’ve got that too … it’s way more than just generating insights.” Not hype-driven, building a real infrastructure.
• The Why PostHog section signals alignment. These aren’t features. They’re operating principles. Transparency, shipping fast, technical support. The message: “We’re an engineering-led company that operates like you do.”

• Shameless CTA acknowledges the game. Self-aware humor: “If nothing else has sold you on PostHog, hopefully these classic marketing tactics will.” They’re in on the joke with you.

The narrative arc creates the flip. The supporting sections remove friction and build trust so the flip can stick.

When to try this approach

• Your product transcends existing categories, and there’s no name that captures what you do.
• Naming yourself clearly would pigeonhole you in a category that’s too narrow.
• The new category doesn’t exist in buyers’ minds yet so leading with it would create confusion.
• You have breadth that buyers need to see before they’ll understand your value.
• You’re competing on operating principles (how you work) not just features.