A landing page is the first place a user gets to before making its way into the website or product fully just like a waiting room. If the waiting room is it appealing, it sends the wrong message, also, if the landing page of a website is not appealing and functional, the website loses users and in turn loses potential clients.
I make sure I take my time to understand the project, target audience and the market at large. This way I can design not just nice designs but also engaging and functional ones, to not just attract users but to take them from the waiting room into the main room therefore taking your business to the heights it deserves.