A landing page is a specially designed page which encourages the user to take some active action, for example to buy a product, leave a request or call. 

Your landing page can be very much to your liking, but for consumers it may not be interesting at all. And all because consumers do not see your landing page the same way you do.

Don’t hold on to your own ideas of the perfect landing page if they’re dragging conversions down and start sticking to design rules. Start designing for people, not for your own aesthetic pleasure. 

What do you need to do to do that? It’s very simple, you need to stick to the basic rules: 

• Readability of text. It sounds like a matter of course, but on the Internet pages with unreadable text continue to appear (this applies to such aspects as the selection of the background and background color is the same, or the choice of too bright colors that are very irritating to the eyes). And increasing the cognitive load on the user is always a bad thing.
• Clearly worded proposal. That is, you have to show yourself as a professional and very accurately describe your services without putting potential customers in a state of confusion. 
• Interest in getting people to sign up for you. People still like different promotions with prizes, and most of them will try their luck.
• Minimalism. No need to invent a new beauty and alternate different fonts, change colors. It is better to do a minimum of text and everything else to make it look beautiful and not strange.