Lead generation is a major component of inbound marketing. It's an exchange of information: You offer people valuable content, and they offer you valuable information about themselves, like their name, email address, and company.
When it comes to meeting your lead generation goals, landing pages are the strongest tools marketers have -- which is why it's so important to get them right. Everything about your landing page, from the wording of the title to the size of the image to the length of the description, contributes in some way to how many people decide to fill out the form and turn into a lead (and hopefully a customer, down the road).
If your landing page is wordy and long, only the truly dedicated are gonna read it. If you've included multiple calls-to-action, visitors won't know which to click on. If your page takes too long to load, you'll lose the more impatient folks. Every one of these flaws has been proven to lower conversion rate -- and trust me, you don't want those to add up.