A landing page is the page visitors arrive at after clicking on your ad or any call to action.
Your landing page has to convince the visitor to stay and (depending on your goal):
Fill out a form (but people hate filling out forms)
Provide personal details (but people hate getting spammed)
Buy something (but people hate being scammed)
Read a lot of information (but people really hate reading)
Even after a customer has decided to accept your offer, the conversion can be lost. Any flaw in site functionality and usability can cause you to lose the conversion, so ensure your privacy information is posted and there are no hiccups in form processing.
Most business leave a lot of money on the table becasue they don't understand the importance of optimising their web pages to maximise conversions (conversion rate optimisation - CRO)