A landing page is not a smaller homepage. It exists so a visitor from one message can do one thing without hunting. Navigation is the enemy of that job.
The contract
The ad or video made a promise. The page must keep it in the first screen: who it is for, what they get, what happens next. If those three lines need a metaphor, rewrite.
Trust
Show the work. Names, screens, constraints. Fake testimonials are worse than none. A short, true proof block beats a carousel.
Form
Ask for what you will use this week. First name and email is enough for a webinar. Every extra field is a tax on trust.