- explain in a few words what your product is, so it can be understood by everyone
- explain what your product does
- how your product is different from everything else
- pricing
I know it sounds obvious, but I often have no idea what the product is after reading a landing page
The problem is that explaining that without ending up mired in detail is much harder than people give it credit. I've found it very useful to actually write out the list of what I am trying to convey and look at it constantly while doing design work.
Also splitting out the work - the first forays have been what I realized was actually development work that I was hiding behind design. During design I put away the dev environment and just work with sketches.