I think it depends. You can have great success with longform landers with the right product. But I agree that you should cover as much as possible as simply as

I think it depends. You can have great success with longform landers with the right product. But I agree that you should cover as much as possible as simply as possible as early as possible. I definitely disagree that landing pages make no difference to sales and LP optimisation matters "less than most people expect". I think that wholly depends on the product (or goal) and the acquisition strategy.