When designing the landing page, the focus must be on the benefit of the lead magnet or conversion element, not on the benefit of your own product or brand! This would subconsciously create an advertising impression. The potential customer should think “Here I am offered useful information”, not “Here someone wants to sell me something”.
The landing page should therefore have a clear focus on promoting the lead magnet. You should put the problem and the solution in the foreground of the application and not the “tool”. Instead of writing, for example, “Download the demo version of our GDPR tool now!”, it is better to promote the tool only indirectly, e.g. like this: “We show in this free webinar how you can implement the GDPR in your company!”
In the lead magnet, too, the content mix should then be right between customer benefits and general information on the topic and product details. Once you have the lead, you can go deeper and deeper into the topic in the conversation – that’s then the job of sales. But in marketing, you shouldn’t scare off potential leads by communicating too product-heavy.