As you mentioned in the comments here, your article assumes that the business already has product-market fit. Do you have advice for people who are at the idea stage and are building landing pages as a way of finding product-market fit?
I've been building a landing page to test out a consumer-oriented travel app idea before I build it. Ideally, I want to build a community of users before creating the app and learn from them what to build. Conversion at this point means signing up for an email list, then I reach out with a personal email. Not fancy, but it's a start.
I see the landing page in my use case as a conversation starter: "Sign up for this app! Actually, the app doesn't exist yet, but I'd really like to build something like this for you. Does it strike your interest?" Not in a bait-and-switch way.
Thanks again!
P.S.: I'm an engineer transitioning into entrepreneurship. Learning that marketing is my chief responsibility--and what marketing really means (way more than advertising)--has been an eye-opener for me. Here are some other landing page resources that I've found helpful:
Good luck! I always wanted something like this, too.