A framework to help you build your landing pages is the rule of one: using the rule of one you will commit to writing for one reader, one big idea, one promise and make one offer. So you have to really know what reader you are writing to, what are:
- his unfulfilled desire
- his unachieved goal
- his past regrets
then you're going to talk about the big idea and in what is it that you are promising
Every landing page should move the reader from the current stage of awareness he is in to to the next stage of awareness within the buyer your journey (Unaware>Pain Aware > Solution Aware >Product Aware > Most Aware )