All good landing pages follow a certain structure. These aren't laws of the universe but techniques that typically work best - no need to re–invent the wheel.

CONSIDER INCLUDING THESE ELEMENTS WHEN YOU DESIGN A LANDING PAGE:

Benefit oriented headline
Short, relevant copy
Focus on getting visitors to take one specific action
No distracting navigation links
Prominent subscription form
Consistent brand identity
Appropriate length

Make sure motivation is in place before asking for action. There are always exceptions, and you can't always duplicate best practices on your site, but advice given here should be your starting point. Get the essentials in place first, then tweak.