Your landing page must match what your ad promised, or people won't convert. Five things it needs: a headline that echoes the ad, proof the claim is real, a reason why it works, answers to objections, and a call-to-action so obvious a five-year-old gets it.
Next, the page must continue the promise. This is super important. If the ad promise is talking about one thing, the page needs to be talking about that exact same promise in the same way. Super key, because if not, you're gonna see low conversion rates. And there's really 5 jobs that I've seen that are the most effective at looking at for the landing page. You need to have a headline that continues that promise from the ad. Proof, you gotta make it believable, 'cause that headline may be a little bit unbelievable. So you give proof to back that up. The mechanism, explain why it works in your own unique way. Doesn't need to be this generic way. Removing the real hesitation by getting rid of objections. And then obviously a CTA and make it obvious. You wanna pretend that basically a 5-year-old is coming to your page and you wanna make it so easy for them to take those next steps. Now, how do you know when the page is broken?
