The sole purpose of a landing page is to drive conversions. Now, that conversion can be whatever you want it to be: collecting email addresses, accepting donations, downloading a white paper, signing up for a newsletter, etc. Since landing pages make it easy to track conversions, this also makes it easy to track ROI.
Landing pages also allow you to tell more about your company, product or service than you would on say a 4 x 6 postcard. By adding a video (like the one above), you create more ways for your potential customers to engage with you. Videos can also be used for testimonials to give your customers a voice.
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