Danny isn't wrong.
I went through every page of your website and the only thing that tells me what the components of your product actually are was by reading the text on "what are the components". Even both photos there show a ball on the ring hiding it. Nothing shows just the product parts and explaining them.
https://www.golfmatssuck.com/pages/what-are-the-componentsThere's a certain number of people that are going to feel as if you are hiding what the product actually is as you never show it and explain it without a ball in the way (sitting on top). Perceptions is king, so addressing this could really help you. It's the same in the videos. One hitting off grass, one hitting directly off a mat, none showing just your product, putting a ball on it, and hitting off it in slow motion like the others.
You know what the product is too well so you fail to realize no one else does and that you aren't communicating it effectively.