Have a clear direction in which you want the viewer to take.
The Headline should grab their attention, be bold and concise.
A short and sharp headline is the tool you wish to use to get the reader to want more.
Now your sub-headings can be used to persuade the customer into your product or service.
This is done by adding detail and depth regarding your product and service.
This is where you can provide strong selling points to the viewer whilst they are engaged.these all will help in creating high converting landing page.