Every time you create a landing page, you’re competing against all the stuff out there that might distract your target audience. Some of this you can’t control—like an Instagram notification, or a juicy bit of gossip coming about a coworker. But many distractions you can control—like the links on your page, or how many options you give visitors.
That’s why the first principle of conversion-centered design is to create focus. Every design element you include on your landing page should be in service of one, singular campaign goal.