How to add a collection to a custom page titled for that collection?

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I thought this was something that was supposed to be simple but I guess not. On the homepage you have the option to add rich text, collections/collections list, featured collection, featured product, etc. It's all there ready to go - landing page is complete. Yay! But then I create a page that matches a collection created in admin and when I go to that page, there is no option to add a collection list, or featured product or even just plain text. Why is that? There is only the option to edit the header and footer. How can I add a collection list on each main menu item?