Most people don't read your website; they skim it. Your landing page is not the place for complexity. If you can make your headings make sense on their own, everyone who visits will understand what you do. Doing this leaves your visitors 3 options 1) Sign up straight away: give them an easy way to get started 2) Dig deeper: In B2B, your buyers rarely make impulse purchases. They need to collect information and make an informed decision. Make it easy for them to find what they are looking for. 3) Leave: If you've done your job well, those for whom your product or service isn't suitable should recognize it immediately.