Why are landing pages so hard?

I posted a short version of this on Bsky today, and decide to expand a bit more on it. I'm working on a side project and need to create a landing page for it.

Maybe it's just me, but I think landing pages are so much harder than actual coding. I could write logic for days, but I can't write a catchy headline. Why is that?

I think it's because when I'm working on a feature the requirements are often clear, I know what needs to happen and when, even if I don't know how to achieve that, that's not the issue, I can figure it out. But with landing pages (or any marketing stuff), the goal is fuzzy: "Make people want this". WHAT DOES THAT EVEN MEAN?

This is what I always struggle with:

• What problem should I highlight?
• What tone should I use?
• Which benefits will resonate the most with people?

Then, even if I can figure all these stuff out, I still have to think about design, copy that converts, calls to action, etc, etc etc. It really feels like I'm learning to code again, just looking into my screen no knowing what to do.

Building features is technical, it's logic driven. It's a skill we improve over time. Landing pages goes to the psychological side of things. It's a whole new world, at least that's how it feels for me, and no matter how many times I do it, I don't think I'll ever be as confortable working with them as I am with tech things.

Anyway, that's it for now.