A landing page is a page on your website that exists to persuade those that land on it to take a specific action that you want them to take. Generally people reach the landing page via search results or a paid advertisement.
Landing page optimization is an important gimmick in SEO because you want people not only to visit your website but take some action aswell. Actions may include making a purchase if you happen to have an e-commerce site , filling a form , subscribing for information and so on. It is important because it is one of the quickest ways to increase your ROI.
Landing page Optimization tips:
Shorten contact forms and give incentives. Incentives may include discounts or free reports and so on.
Alternative methods contacting should be given as alternative.
Recognizable logos and symbols should be used.
Link to your social media profile pages which increases chances of likes, followers, connections, etc.
Include keywords in the url and title tag as it increases visibility.
Landing page should look good and be equally usable on smartphones, tablets, laptops and desktops.
Never stop the process of reviewing and refining because even a small adjustment to wording, colours, positioning, etc. can make a big difference.