Why your form converts and your landing doesn't
Landing pages get the design effort. Forms get the conversions. The reason is structural, and worth understanding before you redo the landing.
Spend the day in your analytics. The landing page converts at 2%. The form people land on directly — usually from a paid ad or a partner — converts at 18%. The pattern is consistent. Something about how you're using the landing page is broken.
Landing pages do three things at once
Educate, persuade, and convert — usually trying to do all three with the same hero section. The form-only pages do one: collect intent that's already there. Less doing, more clearly done.
The fix
Treat the landing page like a funnel inside a page. Top: the question they came to answer. Middle: the proof that you can answer it. Bottom: the simplest possible next step. Most landing pages are stuck on the middle and never reach the bottom.
A landing page is a conversation. Most are monologues.