It's important that when your prospective customer visits your landing page, you're always moving them forward to a clear next step or goal. After all, your landing page is there to capture your visitor’s attention and have them fill out their contact information on your form.
A clear next step is a lead, sale, or some type of measurable conversion. If a prospective customer has taken the time to visit your landing page you may be losing possible customers and conversions if you do not clearly define your next step. Tell your visitor exactly what the next step is so they recognize it immediately.
Adding a clear CTA (Call-to-Action) will allow your prospective customer or visitor to easily understand the next step. It is important to remember that not all visitors will read through your entire landing page so adding your CTA in the beginning of the page will allow you to collect these conversions easily.