The purpose of a landing page is to convert website visitors into leads and eventually buyers.

A landing page is a lead generation web page that works like this:
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Visitors are taken to or “land on” your web page when they click on a link, perhaps on a search engine results page or online advertisement. There, the visitor is offered a product in exchange for their name and email. The most valuable piece of information you can get from a landing page is someone’s email address – this gives you permission to continue communicating with and marketing to them. The visitor is in the email funnel and has become potential buyer.

Clean and Simple Design
The look and structure of your landing page will impact on its effectiveness. It should be clean and attractive visually, with a clear path of navigation and no distractions (such as pop ups). Too much information can overwhelm and put off visitors. It should be simple and provide only the essential information needed to encourage visitors to follow a call to action and convert. 
You may want to put clear, high quality images into your landing page to increase its visual appeal and catch your viewer’s eye.

Headlines
A compelling headline is essential. It can be the key to your page gaining leads. The landing page headline and subheadings provide a key opportunity to promote your offer. The potential customers are on your landing page; now you just need to help them find out if you are indeed offering what they are looking for. 

The Offer 
A good landing page should have an offer whether it be in the form of information, a purchase, signing up for a newsletter or a download.
The visitors concern is what your offer will do for them. They need to know what they’ll learn or gain - explain clearly why the offer may be of value to them. 
Your visitor will give up their contact information in exchange for your offer.

Create a Clear Call to Action 
Your headline, sub headline, and offer inform the reader of the product or service and its benefits in order to get the reader to make a decision. Once the visitor has made the decision, they need to know how to obtain the benefits you are offering. This is where the call to action button comes in.
The call to action (CTA) is what you want visitors to do in order to convert - for example ‘Find Out More’, ‘Contact Us’ or ‘Sign Up’. Make sure your CTA is easy to spot, in a prominent location and easy to understand. Adding urgency with terms like “today” or “now”,” can also enhance the CTA.

Keep the Sign-Up Form Short
Most users won’t mind providing their name and email address but long forms can be off putting - the more fields you ask a visitor to enter; the less likely they are to complete the form and the desired lead conversion. You only need a little info from your reader to turn them into a lead. The first name and email address will suffice. 
Keep it visible. Your sign up form should be clear and obvious on your landing page. 

Make Your Page Mobile Friendly
These days it’s essential that your landing page works well and looks good on mobile devices. It should be fast loading and easy to navigate and use.