Features tell, benefits sell

"2.4GHz quad-core processor." A feature. It describes what the product has. "Edit 4K video without lag." A benefit. It describes what the user can do.

Most landing pages are written by people who built the product. They're proud of the quad-core processor. They should be. But the buyer doesn't care about the processor. They care about editing video without their laptop freezing.

The rewrite is mechanical. Take each feature. Ask "so what?" The answer is the benefit. 256GB storage. So what? You can store 50,000 photos without running out of space. Automatic backups. So what? You'll never lose a file even if your laptop dies.

Some features don't need translation. "Free shipping" is already a benefit. "No credit card required" is already a benefit. The ones that need rewriting are the technical specs, the architecture details, and the internal-facing features that only make sense if you built the product.