90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. (Sources: 3M Corporation and Zabisco)
If your content isn't relevant, you are wasting not only your time, but your audience's time as well. And that, my friends, will make them abandon your marketing.
Make "say what you mean and mean what you say" your mantra.
Don't play bait and switch with content. Clearly describe what your offer is and then deliver.
Remember that famous movie line - "What we have here is a failure to communicate".
Your offer must be clear and your landing page form should be short and sweet.
Don't turn people off by asking for a lot of information at once. You don't need their life history on the first visit.
Decide what info is truly necessary and design your form accordingly.
Marketing platforms, like Hubspot, use progressive profiling to collect information once and present a different data request on subsequent visits. This reduces "form abandonment".
Reduce clutter. Remove navigation and social media links
Make your form as short and simple as possible
You put an awful lot of effort into getting people to visit your landing pages. Make sure you keep their attention and decrease the chance of abandonment.
People like clear, uncluttered landing pages with clear direction as to what they need to do.