Give Your Visitor a Reason to Land
Time is precious. Even if you offer something for free, make sure it is of value to your target visitor. Everyone offers the perfunctory swag. Offer value...actual value if you want visitors to land.
Give an inviting, recognizable place to land
How many times have you given up shopping somewhere or trying something new because it 'seemed' too confusing to park or start? Make it clear. Make it simple. Make it easy.
Deliver the Promised Goods Quickly
You hate bait and switch. So do your customers. You hate jumping through loops. So do your customers. If you promised them something for landing, give it quickly.