My work is really annoying me

I’m a content writer for this company and they told me to write content for the homepage. I kept it polished and concise and to the point. But my boss wants me to add unnecessary fluff and redundant stuff which makes it look spammy. He says this is the “engaging way of writing” and that I should write more like that. I tried and then he told me it’s bad writing and it’s making his job difficult going through all my content and fixing it. I honestly don’t know how to deal with this.