When catching frogs, like converting leads online, it's a lot more effective and productive if you have the right tools of the trade. In the case of frog-catching, nothing beats a decent flashlight and a net. In the case of lead conversion, nothing beats the one-two-three vacuum funnel of correct keyword-persuasive, call-to-action-winning landing pages.
While landing pages are useful in a number of different marketing efforts (from email marketing and paid media), we focus on paid search marketing ads and their corresponding landing pages for simplicity's sake. Certainly, not all landing pages are created equal, and if those coveted leads are the proverbial "fairy princess" for your brand, you need to make sure your landing pages more resemble a groomed prince than a bug-eyed frog.