The thing is that you should indeed start with the landing page, as it makes it a lot easier to define your target audience, message, benefits, etc. Also, it is

The thing is that you should indeed start with the landing page, as it makes it a lot easier to define your target audience, message, benefits, etc. Also, it isn't really worth bringing customers to a landing page that looks awful, as you might lose a lot of customers that you manage to bring at your door step just by showing a low quality website, even though your product might be good. I think it's about 50-50 the importance of on-page optimizations and off-page marketing. I also think it's about 70% product and 30% marketing.