this is often because we try to anticipate the conclusion without taking the user along the journey of discovery: feature --> advantage --> benefit. on landing

this is often because we try to anticipate the conclusion without taking the user along the journey of discovery: feature --> advantage --> benefit. on landing pages, you want that journey to be quick, but in our rush, we'll cut out important pieces, rather than shortening the individual components. instead of just "add convenience to your life with our auto magic orchestrator 2000!", you need to say "the best home automation hub" --> "because we integrate with everything and our controller is twice as fast" --> "never worry about turning on your heater, lights and coffee maker again!" --> "buy our auto magic orchestrator 2000!"