A landing page cannot carry a business alone. People arrive cold, compare you, stall, and come back. The funnel is that path: attention, trust, decision, and the work after the sale.
Stages
Awareness: they have the problem. Consideration: they believe you understand it. Decision: the offer is clear and low-risk. After: they got what you promised so they send the next lead.
Where pages fit
Ads and videos open. The page captures. Mail and the call close. If the page tries to do all four, it will do none.
Measure the leaks
Click to page, page to form, form to show-up, show-up to paid. Fix the worst leak first. A prettier hero will not save a broken follow-up.