Visitors decide in different cognitive modes: some want proof and numbers, some need a short story, others need to feel the product. In this conversational 15‑minute panel Gustavo (measurement) and Michelle (brand) introduce the 'Archetype Swap'—three compact landing archetypes (Analyst: data & specs; Story: case narrative & process; Try‑It: interactive micro‑demo) and a pragmatic way to map channel→archetype. We open with a short micro‑case where switching archetype (not just headline) moved demo starts materially. Then three operational moves: a simple channel→intent rubric to pick which archetype to test, low‑dev implementation patterns that keep SEO and caching safe, and measurement wiring with minimum‑sample heuristics so small teams can trust short windows. Listeners leave with exact variant blueprints, copy frames for each archetype, a step‑by‑step 72‑hour runbook, and a subscribe CTA to grab the Archetype swap worksheet and variant matrix.