I very much agree with this. I think approaching landing pages as storytelling makes them a lot easier to approach and understand (still hard to do well). Ever

I very much agree with this. I think approaching landing pages as storytelling makes them a lot easier to approach and understand (still hard to do well). Everything should be in support of telling the main narrative, while also keeping attention. It's a balance as you say; a dry story isn't very interesting, irrelevant attention grabbing isn't very interesting either (or very briefly to be followed by disappointment and confusion). What's challenging with landing pages is that for a lot of products the story of the product just isn't that exciting, you can add bells and whistles but that isn't going to make your story any more interesting. Finding a good narrative is imo half the battle.