The best landing pages tell a story. But not a story about you or your product. A story about the reader— the potential buyer.
First, you make a big, bold claim in the headline of your hero section. A claim about how your product improves the life of your reader.
Then you use the subheader below the headline to explain how you deliver on that claim. The goal is to hook him into reading more.
Once you hooked the reader, you expand on your big, bold claim. You give the elevator pitch of your the features and benefits of your product. Show the reader how you improve his or her life with text, video, or both.
But your reader is skeptical. Why should he trust you? You're trying to take his money, after all. So now you use social proof to prove that you're for real. That you actually deliver on your claim. "If 7.530 other loves this product, it must work for me too!" As a bonus, social proof also creates a fear of missing out. "I don't want to miss out on the awesome life these reviews describe!"
Then you ask for a purchase or some other action.
Maybe the reader isn't ready to yet. So you unpack each feature and it's benefits one by one to persuade them. To make it even more powerful, you connect each feature/benefit to the main claim in the hero section.
Then you show them more social proof or UGC to prove that everything you just said is true.
Then you ask for a purchase or some other action again.
If they're still not ready to buy, they're unsure of something. So you show them "how it works" and a FAQ.
Finally, you ask for the purchase again - or a softer CTA like "sign up for our newsletter here".