Digital Ads If you are looking to run digital ads you'll want to send people to a landing page over just sending them to your website homepage. Landing pages are designed specifically to convert traffic into leads.
Contact Form You'll want to include a short and easy to use form in your landing page. Sometimes your form can be attached directly to a CRM like Hubspot or an email list service like Mailchimp.
Video: I think the best way to go about standing out these days is by incorporating video into the landing page to provide more personality and validity.
Remarketing Incorporating some type of remarketing tactic via Google Ads or Facebook Ads is a common landing page tactic. Make sure your cookie and pixel codes are installed correctly.
In Your Website Some people will say to not include navigation on a landing page because it can be a distraction but I think the navigation and the rest of the header/footer should be present so people don't feel like they've landing at a rogue scam site.