Landing pages should target a niche audience such as email campaigns, e-book you have published, paid per click promotion or even a YouTube video you have posted.
The landing page should always offer a win-win situation. For example, in order to get the visitor's contact information such as an email address, you should offer something in return. Offers can include a discount, free consultation, white paper, access to a video, real estate comps or even a free e-book. Information and details should be provided about what the potential lead will receive for free to convince them to provide their contact information.