diff --git a/website/assets/styles/pages/homepage.less b/website/assets/styles/pages/homepage.less
index 72c04a9868..b9f9f5b262 100644
--- a/website/assets/styles/pages/homepage.less
+++ b/website/assets/styles/pages/homepage.less
@@ -338,10 +338,10 @@
     .selected {
       font-weight: 700;
     }
-    .eo-selected {
+    .it-selected {
       transform: translateX(100%);
     }
-    .vm-selected {
+    .security-selected {
       transform: translateX(200%);
     }
   }
@@ -999,11 +999,11 @@
         height: 56px;
         width: 100%;
       }
-      .eo-selected {
+      .it-selected {
         width: 100%;
         transform: translateY(56px);
       }
-      .vm-selected {
+      .security-selected {
         width: 100%;
         transform: translateY(113px);
       }
diff --git a/website/views/pages/endpoint-ops.ejs b/website/views/pages/endpoint-ops.ejs
index dc107d725d..c9cfbb40fa 100644
--- a/website/views/pages/endpoint-ops.ejs
+++ b/website/views/pages/endpoint-ops.ejs
@@ -3,7 +3,7 @@
     <div purpose="page-content" class="mx-auto">
     <div purpose="hero">
       <div purpose="page-headline">
-        <h4>Endpoint operations</h4>
+        <h4>Endpoint operations <%= ['eo-security', 'vm'].includes(primaryBuyingSituation) ? 'for security' : ['eo-it', 'mdm'].includes(primaryBuyingSituation) ? 'for IT' : '' %></h4>
         <h1><%= primaryBuyingSituation==='eo-security'? 'Instrument your endpoints' : 'Understand your computers'%></h1>
       </div>
       <div purpose="hero-content" class="d-flex flex-md-row flex-column align-items-center justify-content-between">
diff --git a/website/views/pages/homepage.ejs b/website/views/pages/homepage.ejs
index d07b372d36..99d70bfbaa 100644
--- a/website/views/pages/homepage.ejs
+++ b/website/views/pages/homepage.ejs
@@ -27,9 +27,9 @@
     <% if(!primaryBuyingSituation){ %>
       <div purpose="category-switch" class="d-flex flex-md-row flex-column justify-content-center mx-auto">
         <div purpose="category-switch-option" :class="[selectedCategory === 'mdm' ? 'selected' : '']" @click="selectedCategory = 'mdm'">Device management</div>
-        <div purpose="category-switch-option" :class="[['eo-it', 'eo-security'].includes(selectedCategory) ? 'selected' : '']" @click="selectedCategory = 'endpoint-operations'">Endpoint ops</div>
-        <div purpose="category-switch-option" :class="[selectedCategory === 'vulnerability-management' ? 'selected' : '']" @click="selectedCategory = 'vm'">Vuln<span class="d-inline d-md-none d-lg-inline">erability</span> management</div>
-        <div purpose="category-tier-switch" :class="[['eo-it', 'eo-security', 'endpoint-operations'].includes(selectedCategory) ? 'eo-selected' : selectedCategory === 'vm' ? 'vm-selected' : selectedCategory === 'mdm' ? 'mdm-selected' : 'mdm-selected']"></div>
+        <div purpose="category-switch-option" :class="[selectedCategory === 'eo-it' ? 'selected' : '']" @click="selectedCategory = 'eo-it'">IT engineering</div>
+        <div purpose="category-switch-option" :class="[selectedCategory === 'eo-security' ? 'selected' : '']" @click="selectedCategory = 'eo-security'">Security engineering</div>
+        <div purpose="category-tier-switch" :class="[selectedCategory === 'eo-it' ? 'it-selected' : selectedCategory === 'eo-security' ? 'security-selected' : selectedCategory === 'mdm' ? 'mdm-selected' : 'mdm-selected']"></div>
       </div>
       <%/* Device management block */%>
       <div purpose="platform-block" class="d-flex flex-md-row flex-column justify-content-md-between mx-auto align-items-center" :class="[selectedCategory === 'mdm' ? 'visible' : '']" v-if="selectedCategory === 'mdm'">
@@ -49,38 +49,38 @@
         </div>
       </div>
 
-      <%/* Endpoint ops block */%>
-      <div purpose="platform-block" :class="[selectedCategory === 'endpoint-operations' ? 'visible' : '']"  class="d-flex flex-md-row flex-column justify-content-md-between mx-auto align-items-center" v-if="selectedCategory === 'endpoint-operations'">
+      <%/* IT engineering block */%>
+      <div purpose="platform-block" :class="[selectedCategory === 'eo-it' ? 'visible' : '']"  class="d-flex flex-md-row flex-column justify-content-md-between mx-auto align-items-center" v-if="selectedCategory === 'eo-it'">
         <div purpose="endpoint-ops-image" class="left">
           <img alt="Endpoint ops" src="/images/endpoint-operations-hero-image-380x380@2x.png">
         </div>
         <div purpose="category-text-block" class="d-flex flex-column">
-          <strong>Pulse check anything</strong>
-          <p>Use a live connection to every endpoint to simplify audit, compliance, and reporting from workstations to data centers.</p>
+          <strong>Automate anything</strong>
+          <p>Remotely run scripts and prompts to complete tasks on every kind of computer, including Linux.</p>
           <strong>Ship data to any platform</strong>
           <p>Ship logs to any platform like Splunk, Snowflake, or <a href="/docs/using-fleet/log-destinations">any streaming infrastructure</a> like AWS Kinesis and Apache Kafka.</p>
           <strong>Osquery on easy mode</strong>
           <p>Use "read-only" mode or enable remote scripting to automate anything on every operating system, including Linux.</p>
           <div>
-            <a purpose="category-button" class="text-nowrap btn btn-primary" href="/endpoint-ops">Start with endpoint ops</a>
+            <a purpose="category-button" class="text-nowrap btn btn-primary" href="/endpoint-ops?utm_content=eo-it">Start with IT engineering</a>
           </div>
         </div>
       </div>
 
-      <%/* Vulnerability management block */%>
-      <div purpose="platform-block" :class="[selectedCategory === 'vm' ? 'visible' : '']" class="d-flex flex-md-row flex-column justify-content-md-between mx-auto align-items-center" v-if="selectedCategory === 'vm'">
+      <%/* Security engineering block */%>
+      <div purpose="platform-block" :class="[selectedCategory === 'eo-security' ? 'visible' : '']" class="d-flex flex-md-row flex-column justify-content-md-between mx-auto align-items-center" v-if="selectedCategory === 'eo-security'">
         <div purpose="vuln-management-image" class="left">
           <img  alt="An orb being scanned for vulnerabilities" src="/images/vulnerability-management-hero-image-345x380@2x.png">
         </div>
         <div purpose="category-text-block" class="d-flex flex-column">
-          <strong>Report what matters</strong>
-          <p>Let's face it, most built-in graphs leave you wanting more. Report MTTR and any other custom metrics exactly the way you want to using fresh data from real computers.</p>
-          <strong>Deep context from the environment</strong>
-          <p>Fleet gives you data down to the chip level on every endpoint to help you make sense of which vulnerabilities to prioritize.</p>
-          <strong>Untangle your security stack</strong>
-          <p>Use open data and APIs to connect your vulnerability solution with osquery, the agent you might already have deployed.</p>
+          <strong>Osquery on easy mode</strong>
+          <p>Use "read-only" mode or enable remote scripting to automate anything on every operating system, including Linux.</p>
+          <strong>Pulse check anything</strong>
+          <p>Use a live connection to every endpoint to simplify audit, compliance, and reporting from workstations to data centers.</p>
+          <strong>Ship data to any platform</strong>
+          <p>Ship logs to any platform like Splunk, Snowflake, or <a href="/docs/using-fleet/log-destinations">any streaming infrastructure</a> like AWS Kinesis and Apache Kafka.</p>
           <div>
-            <a purpose="category-button" class="text-nowrap btn btn-primary" href="/vulnerability-management">Start with vuln management</a>
+            <a purpose="category-button" class="text-nowrap btn btn-primary" href="/endpoint-ops?utm_content=eo-security">Start with security engineering</a>
           </div>
         </div>
       </div>
@@ -104,11 +104,11 @@
          <% } %>
          <div purpose="platform-block" class="d-flex flex-md-row flex-column-reverse justify-content-md-between mx-auto align-items-center">
            <div purpose="category-text-block" class="d-flex flex-column personalized">
-             <h4>Endpoint ops</h4>
+             <h4><%= primaryBuyingSituation==='eo-security'? 'Security engineering' : 'IT engineering'%></h4>
              <h2><%= primaryBuyingSituation==='eo-security'? 'Instrument your endpoints' : 'Understand your computers'%></h2>
              <p>A <%= primaryBuyingSituation==='eo-security'? 'lightweight' : 'quick-fast' %> way to gather <%= primaryBuyingSituation==='vm'? 'patch level and custom reports across all your computing devices, even in OT and production environments' : primaryBuyingSituation==='eo-security'? 'deep context and custom telemetry across all your endpoints, even servers' : primaryBuyingSituation==='mdm'||primaryBuyingSituation==='eo-it'? 'compliance and inventory data across all your devices' : 'device data across all your computers' %>. Pulse check or automate anything on any platform.</p>
              <div>
-               <animated-arrow-button href="/endpoint-ops">Start with endpoint ops</animated-arrow-button>
+               <animated-arrow-button href="/endpoint-ops<%= primaryBuyingSituation==='eo-security' ? '?utm_content=eo-security' : '?utm_content=eo-it'%>">Start with <%= primaryBuyingSituation==='eo-security' ? 'security engineering' : 'IT engineering'%></animated-arrow-button>
              </div>
            </div>
            <div purpose="endpoint-ops-image" class="right">
@@ -171,11 +171,11 @@
              <img alt="Endpoint ops" src="/images/endpoint-operations-hero-image-380x380@2x.png">
            </div>
            <div purpose="category-text-block" class="d-flex flex-column personalized">
-             <h4>Endpoint ops</h4>
-             <h2><%= primaryBuyingSituation==='eo-security'? 'Instrument your endpoints' : 'Understand your computers'%></h2>
-             <p>A <%= primaryBuyingSituation==='eo-security'? 'lightweight' : 'quick-fast' %> way to gather <%= primaryBuyingSituation==='vm'? 'patch level and custom reports across all your computing devices, even in OT and production environments' : primaryBuyingSituation==='eo-security'? 'deep context and custom telemetry across all your endpoints, even servers' : primaryBuyingSituation==='mdm'||primaryBuyingSituation==='eo-it'? 'compliance and inventory data across all your devices' : 'device data across all your computers' %>. Pulse check or automate anything on any platform.</p>
+             <h4><%= primaryBuyingSituation==='mdm' ? 'IT engineering' : 'Security engineering'%></h4>
+             <h2><%= primaryBuyingSituation==='vm'? 'Instrument your endpoints' : 'Understand your computers'%></h2>
+             <p>A <%= primaryBuyingSituation==='vm'? 'lightweight' : 'quick-fast' %> way to gather <%= primaryBuyingSituation==='vm'? 'patch level and custom reports across all your computing devices, even in OT and production environments' : primaryBuyingSituation==='vm'? 'deep context and custom telemetry across all your endpoints, even servers' : primaryBuyingSituation==='mdm'||primaryBuyingSituation==='eo-it'? 'compliance and inventory data across all your devices' : 'device data across all your computers' %>. Pulse check or automate anything on any platform.</p>
              <div>
-               <animated-arrow-button href="/endpoint-ops">Start with endpoint ops</animated-arrow-button>
+               <animated-arrow-button href="/endpoint-ops<%= primaryBuyingSituation==='mdm' ? '?utm_content=eo-it' : '?utm_content=eo-security'%>">Start with <%= primaryBuyingSituation==='mdm' ? 'IT engineering' : 'security engineering'%></animated-arrow-button>
              </div>
            </div>
          </div>