Your landing page makes or breaks your online marketing strategy. Around 65 percent of marketing professionals feel lead generation and driving traffic to a website is one of their most important tasks. The two goals work intricately together, so those who visit your page are most likely to become customers.
1. Know Your Audience
The key to a landing page which converts is knowing the target audience for that page. Create a buyer persona which represents the typical customer who lands on the specific page. Gear the tone of the writing, images and even CTAs to the preferences of your buyer. For example, if your audience is mostly Generation Z, you might use pop culture references and a lighter tone than if your audience is made up of baby boomers.
2. Have One Purpose
Most sites offer multiple landing pages, but each page should have one primary purpose. If you provide too many different options on a single page, buyers grow confused about what they are supposed to do next. A strong landing page moves users to a sole purpose. For example, if your goal is to get site visitors registered for your newsletter, you might explain what your newsletter offers, give them an incentive to sign up
Source: https://managewp.org/articles/18559/what-makes-a-great-business-landing-page
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